Sinus-Milieus® in microgeography

Switzerland is new - the new Sinus-Milieus 2024 are now available.

#Knowing what moves people

Sinus-Milieus®
in microgeography

The Sinus-Milieus® are a social model that summarises people with similar values and a comparable social situation into "groups of like-minded people". We offer you the psychographic lifeworlds of the Sinus-Milieus® developed by the Sinus Institute especially for Switzerland.

Thanks to the exclusive linking of the Sinus-Milieus® with our kbCONSUMER, we help you to better understand your existing and potential customers and to address them in an individualised way according to their lifestyle.

#How Switzerland ticks

How the Sinus-Milieus become applicable

The gold standard

The Sinus-Milieus are a social model and are considered the gold standard of target group segmentation. With us, you can easily select your perfect target group using the ten different Sinus-Milieus.

What moves people

The Sinus-Milieus summarise people with similar values and a comparable social situation into "groups of like-minded people". Our information packs provide you with a wealth of knowledge about the individual milieus.

Analysing milieus

Do you want to be able to better categorise your customers on a psychographic level? We use the Sinus-Milieus in our customer base analyses and thus provide you with even more customer insights.

#More knowledge about the individual milieus

Sinus-Milieus Info Packages Switzerland

SINUS Markt- und Sozialforschung GmbH has prepared comprehensive information on the new Swiss milieu landscape in the form of a basic information package and in-depth sector booklets. The new basic package presents all Sinus-Milieus in detail. You will receive information on the following key topics, among others

  • Values profile
  • Identity & world view
  • Housing situation
  • Leisure time
  • Politics
Order Sinus-Milieus info packages



The leading milieus in society at a glance

#The upscale conservatives

Conservative-Established

The preserving affluent elite with social responsibility and savoir vivre

  • The old structurally conservative elite
  • Classical ethics of responsibility and success as well as claims to exclusivity and status
  • Desire for order and balance
  • Self-image as a rock in the surf of postmodern arbitrariness

#The committed and sovereign educational elite

Postmaterialists

The cosmopolitan sustainability elite with clear ideas for a better world

  • Committed-sovereign educational elite with post-material roots
  • Self-determination and self-development as well as orientation towards the common good
  • Advocates of post-growth, sustainability, anti-discrimination and diversity
  • Self-image as a social corrective.

#The modern performance elite

Performers

The dynamic performance elite with high standards of consumption and lifestyle

  • Global economic and liberal thinking
  • Overall social perspective on the basis of personal responsibility
  • High affinity for technology and digitalisation
  • Self-image as style and consumption pioneers

The future milieus at a glance

#The ambitious creative bohemia

Cosmopolitan Individualists

The digitally networked avant-garde with an urge for self-determination and creativity

  • Urban, hip, digital, cosmopolitan and networked
  • In search of new boundaries, unconventional experiences and successes
  • Excellent self-expression skills
  • Self-image as a postmodern elite

#The neo-ecological milieu

Progressive Realists

The unconventional sustainability thinkers with a penchant for pragmatism and realism 

  • A departure mentality with a pronounced awareness of the planetary challenges 
  • New value syntheses: Disruption & pragmatism, success & sustainability, party & protest 
  • Sustainable lifestyle without an ideology of sacrifice 
  • Self-image as a changemaker and catalyst for global transformation

The bourgeois mainstream at a glance

#The modern mainstream

Adaptive-pragmatic middle

The modern, adaptable centre with a desire for balance between performance & fun

  • Willingness to adapt and perform, but also a desire for fun and entertainment
  • Strong need for anchoring and belonging
  • Growing dissatisfaction and insecurity due to social developments
  • Self-image as a flexible pragmatist

#The harmony-oriented centre

Nostalgic middle class

The order- and security-oriented former centre with a longing for "the old days"

  • Wish for secure circumstances and an appropriate status
  • Felt loss of learned rules and certainties
  • Longing for the old days
  • Self-image as the centre of society, but growing excessive demands and fears of decline

#The order-loving milieu

Traditionals

The modest older generation with a need for stability and community

  • Stuck in the petit bourgeois world or traditional working-class culture
  • Unpretentious adaptation to the necessities
  • Increasing acceptance of the new sustainability norm
  • Self-image as righteous little people

The milieus of the lower middle and lower classes at a glance

#The experience-hungry milieu

Hedonists

The pleasure-orientated (lower) middle class in search of experience and recognition

  • Having fun in the here and now and a strong need for recognition
  • Professional adaptation vs. leisure escapism
  • Increasingly annoyed by the dictates of sustainability and political correctness
  • Self-image as cool lifestyle mainstream

#The precarious milieu

Consumption-oriented base

The lower class seeking stability and demanding social justice and relief

  • Belonging and keeping up with the standard of living of the broad centre
  • But accumulation of social disadvantages and marginalisation
  • Feeling left behind, bitterness and resentment
  • Self-image as a robust bruiser

Interested in the Sinus-Milieus?

Then you can use the order form here.