Sinus Milieus Germany (Market Segmentation)

1st Top left

Tadition/Modernisation x Upper (middle) class

• older, structurally conservative elite
• classical ethics of responsibility & success
• exclusivity & status
• order & balance
• self image: stable rock 

2nd Top middle

Modernization x Upper (middle) class

• sovereign educated elite
• post-materialistic roots: self-determination, self-development, sustainability, inclusion, diversity
• self image: rational & humanistic

3rd middle/right

slight Modernization x stronger reorientation

• efficiency and progress oriented technocratic elite
• global economic thinking
• liberal social perspective based on personal freedom and responsiblity
• self image:  lifestiyle and conumption trendsetters
• high affinity for tech and digital

4th Top Right

Re-Orientation x Upper (Middle) Class

• ambitious creative bohemians
• Hipsters
• searching new frontiers and unconventional experiences, solutions and sucess
• self-expression, self-branding
• self-image: postmodern movers and shakers

1st middle/bottom left

Traditional x Middle / Lower Middle Class

• security and order loving older generation
• traditional petit-bourgeois & working class culture
• increasing acceptance of the new sustainability norm 
• self image: upstanding and respectable "salt of the earth"

2nd middle bottom

Modernisation x Middle/ Lower Middle Class

• harmony oriented
• desire for security and appropriate status
• self image: social middle field but growin sense of alienation and unwillingness to compromise
• perceived loss of learned rules and certainties
• longing for the old days

3rd Middle

Modernization/ Re-Orientation x Middle Class

• modern mainstream: willingness to adapt and perform
• utilitarian thinking but also desire for fun 
• strong need for anchoriong and belonging
• some dissatisfactiona nd uncertainty regarding current social developments
• self image: pragmatists

4th Middle Right

Re-Orientation / a bit of modernisation x (lower) Middler Class

• consumption and entertainment focuse lower middle class
• fun in the here and now
• self image: cool lifestyle mainstream 
• strong need for recognition
• balance of professional adaptation vs hedonistic escapism
• sometimes annoyed y the dictates of sustainability and political correctness

Middle Right

Re-Orientation x Middle (lower) class

• drivers of global social change
• optimism and upbeat mentality 
• pronounced awareness of planetary challeges
• open to new value syntheses
• self image: progressive realist, environmentallly aware and climate conscious

Bottom Middle

Modernisation x Lower Class

• lower class striving for orientation and participation
• trying to keep up with the standard of living the broad middle class but burdened bby social disadvantages and exclusions
• bitterness and resentment
• self image: hard worker and hardy fighter