INTEGRAL has been researching youth lifeworlds for many years. Our youth studies capture the great socio-cultural diversity of youth that has become typical of developed and highly individualized societies. Now we also present the new youth-focused milieu model, which specifies the general milieu model for the under-30 age group.
Why do we need a youth focus of the Sinus-Milieus? The basic orientation of the Sinus-Milieus is largely independent of gender, age, place of residence, etc. However, there is a variability of lifestyles that reflects environmental influences and in particular age-related needs and opportunities. Furthermore, not all milieus are present on a relevant scale among younger people.
In the youth-focused area, the left-hand section of the basic orientation, "tradition", is hardly occupied; by contrast, more than half of this age group is found in the "re-orientation" area. Five of the six youth milieus are identical in name to the corresponding main milieus and have largely the same basic orientation. The Conservative-Nostalgic, however, exist only in the youth segment; they include aspects of the Nostalgic Middle Class, Established-Conservatives and Consumption-Orientated of the main model.
You can book the information package "Youth" now. You can find information about the contents here (German Version).