sinus-milieus ®
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Who lives how?
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 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
High Achievers The globally oriented modern elite with an optimistic view of future progress: efficiency, personal responsibility, and individual success take top priority; global economic and liberal thinking; economic rationality as the benchmark in every sphere of life; high technology and digital affinity Postmaterialists The cosmopolitan critics of society and zeitgeist: diverse culture-oriented, cosmopolitan interests but critical of globalisation; proponents of post-growth economy and sustainability, non-discriminatory conditions and diversity Cosmopolitan Individualists The avant-garde individualistic lifestyle: mentally and geo- graphically mobile, connected online and offline; in search of new frontiers and unconventional experiences, solutions and achievements; excellent self-expression skills
HIGH ACHIEVERS
COSMOPOLITAN INDIVIDUALISTS
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CONSERVATIVE ESTABLISHED
POSTMATERIALISTS
Middle Middle Class
PROGRESSIVE REALISTS
ADAPTIVE PRAGMATISTS MIDDLE
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 problem awareness of global challenges; synthesis of re- sponsibility and self-realisation, disruption and pragmatism, success and sustainability, party and protest
Lower Middle Class/ Lower Class
TRADITIONALS
HEDONISTS
CONSUMPTION ORIENTED
the modern lower class
BASIC ORIENTATION
Consumption Oriented The lower class striving for orientation and involvement: belonging and keeping up with the lifestyle and standard of living of the broad middle class, but hampered by accumu- lated social disadvantage and exclusion; feelings of being left behind, bitterness, and resentment Hedonists The (lower) middle class hungry for new experiences, living for the moment: fun in the here and now; balance between professional adaptation and leisure escapism; refusal to accept mainstream conventions, heavy identification with peer group
Traditional values
Modernisation
Reorientation
Source: INTEGRAL Markt und Meinungsforschungsges.m.b.H.
FIRST VIENNA RESIDENTIAL MARKET REPORT 2025
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