The Sinus-Milieu are a social and target group model that groups people according to their lifestyles and values.
The Sinus-Milieus provide a true-to-life image of the socio-cultural diversity present in societies by providing accurate descriptions of people’s sensitivities and orientations, their values, life goals, lifestyles, attitudes and social background. The Sinus-Milieus allow you to dip into lifeworlds and appreciate them ‘from the inside out‘ as it were. You grasp what it is that makes people tick and learn how to activate them. The key here is that Sinus-Milieus take a holistic view of people by drawing on everything of importance in their lives.