Sinus-Milieus® Switzerland

The Swiss Sinus-Milieu model was developed in 2002 and has since been adapted several times in cooperation with KünzlerBachmann to reflect socio-cultural changes in society. SINUS presented the new Swiss milieu model on 19 March 2024.

Social Status Upper class / Upper-middle-class Middle middle-class Lower middle-class /Lower class Tradition Sense of Duty, Order Individualisation,Self-actualisation, Pleasure Multiple Options,Pragmatism Re-focussing,New syntheses Modernisation Re-orientation Basic Values Hedonists10% Consumption-Oriented Basis9% Traditionals11% Nostalgic Middle Class12% Adaptive-Pragmatic Middle Class11% Progressive Realists6% Cosmopolitan Individualists7% Performers10% Postmaterialists11% Conservative-Established13%

Conservative-Established

The preserving affluent elite with social responsibility and savoir vivre

Postmaterialists

The cosmopolitan sustainability elite with clear ideas for a better world

Performers

The dynamic performance elite with high standards of consumption and lifestyle

Cosmopolitan Individualists

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

Progressive Realists

The unconventional sustainability thinkers with a penchant for pragmatism and realism

Adaptive-Pragmatic Middle Class

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

Nostalgic Middle Class

The order- and security-oriented centre with a pronounced longing for "the past"

Traditionals

The modest older generation with a need for stability and community

Consumption-Oriented Basis

The underclass seeking stability and demanding social justice and relief

Hedonists

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

Tip: Click on a Sinus-Milieu for a brief description

Sinus-Milieus Short description
Leading social milieus
Conservative-Established

The preserving affluent elite with social responsibility and savoir vivre

Postmaterialists

The cosmopolitan sustainability elite with clear ideas for a better world

Performers

The dynamic performance elite with high standards of consumption and lifestyle

Future milieus
Cosmopolitan Individualists

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

Progressive Realists

The unconventional sustainability thinkers with a penchant for pragmatism and realism

Bourgeois mainstream
Adaptive-Pragmatic Middle Class

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

Nostalgic Middle Class

The order- and security-oriented centre with a pronounced longing for "the past"

Traditionals

The modest older generation with a need for stability and community

Milieus of the lower middle and lower classes
Consumption-Oriented Basis

The underclass seeking stability and demanding social justice and relief

Hedonists

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

Sinus-Milieus® in Switzerland (Explainer video)

This explainer video shows how the Sinus-Milieus® in Switzerland work and what they can be used for.

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