Milieus international

Currently there are 18 national Sinus-Milieu^® models for the key countries of Western and Central/ Eastern Europe, as well as for Northern America and China.

Strategic marketing also needs cross-cultural target groups. We must note, however, that in spite of globalisation, country specifics are still playing a major role in the everyday life of the people of different nations (historical background, national, regional and local cultures, language…).

Thus we are using the Glo-cal Approach:
As a first step we identify the national Sinus-Milieus^® Only then we look at the cross cultural characteristics. In this way we don’t construct artificial “Euro-types” but show commonalities and dividing factors.

Meta Milieus exist for Western Europe and Central Eastern Europe.