| Sinus-Milieus | Kurzbeschreibung |
|---|---|
| Established | Performance and leadership, status-conscious, exclusive tastes, connoisseurship; distinction & self-assertion; conservative moralities and role patterns |
| Intellectuals | Open-minded; liberal and pluralistic; searching for self-actualization & personal development; post-material goals; cultural and intellectual interests; authentic; academic; work-life-balance |
| Performers | Self-determination; flexible, and socially mobile; looking for an intensive life, which means having success and fun; work hard – live exclusive; good qualifications and readiness to perform; multimedia fascination |
| Cosmopolitan Avantgarde | Non-conformist, creative & individualistic; self-realization, freedom & independence, no fixed dogma; mobile socializers, global, pluralistic, „scene“ cosmopolitan, digital sovereign |
| Adaptive Navigators | Loyal & reliable; flexibility & security-driven, achievement-oriented, pragmatic and adaptive, good organized; want to be on the safe side; regrounding; family & friends |
| Modern Mainstream | Looking for harmony & private happiness, family-relatives-friends, comfort and pleasure; striving for social integration and material security, defensive towards changes in society |
| Traditionals | Security and status-quo oriented, rather rigidly sticking to traditional values (e.g. sacrifice, duty, order); modest & honest, down to earth, „we little people“, health-caring |
| Consumer Materialists | Materialistic and consumer hedonistic; striving to keep up, but often socially disadvantaged and uprooted, sometimes precarious; reactive basic orientation, fear and resentments; narrow-minded, solidarity, protection, robustness & toughness |
| Sensation Oriented | Looking for fun, thrill & action and entertainment; rather unconventional and rebellious; living for today, here and now; tendency to escape reality; independence, spontaneity, trendy |
