First Vienna Residential Market Report 2024

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

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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