sinus-milieus ®
Who live
Sinus-Milieus ® constitute a model that groups people according to their basic attitudes and lifestyles. Sinus-Milieu groups differ with regard to their consumer behaviour, lifestyle, and living environment.
traditional milieus
Upper Class/ Upper Middle Class
Conservative Established The old structurally conservative elite: classic ethics of responsibility and hard work as well as claims to exclusivity and status; optimistic attitude, high self-confidence, desire for order and balance Traditionals The older generation with a longing for law and order: anchored in the petty-bourgeois and traditional blue-collar culture; unpretentious adaptation to need
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CONSERVATIVE ESTABLISHED
POS
Middle Middle Class
central milieus
NOSTALGIC MIDDLE CLASSES
Nostalgic Middle Classes The system-critical erstwhile middle class: desire for stable conditions and appropriate status together with criticism of prevailing conditions; overwhelmed by, and apprehensive of, social decline, feeling of being left behind by the current political and media mainstream; longing for the ”good old times“ Adaptive Pragmatists The flexible benefit-oriented mainstream: distinctive prag- matism as an approach to life, high degree of willingness to adapt and work hard; utilitarian philosophy, but also a desire for fun and entertainment; pronounced need for roots and belonging Progressive Realists The trendsetters: willingness to change, pronounced prob- lem awareness of global challenges; synthesis of responsibi- lity and self-realisation, disruption and pragmatism, success and sustainability, party and protest
Lower Middle Class/ Lower Class
TRADITIONALS
CONSUMPTION ORIENTED
BASIC ORIENTATION
Traditional values
Moderni
Source: INTEGRAL Markt und Meinungsforschungsges.m.b.H.
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