Sinus milieus are target groups that really exist. It is a model that groups people according to their views of life and ways of life.
Define characteristics, such as social situation and basic orientation, of one's own user group and align with the sinus milieu divisions in the graphic. On this basis, the own user group can be located in the graphic.
Traditionally Rooted 12.8%: Security and order-loving, rooted in the petty-bourgeois world or traditional workers' culture. Hedonists 9.3%: fun-oriented, modern, refusal of conventions and behavioral expectations of the meritocracy.
Sinus milieus are continuously updated by accompanying research and observation of sociocultural trends. They are developed and validated individually for each country.
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