Is there actually "DIE" Generation Z? A good question, especially once you have studied the Sinus-Milieus. The Sinus Institute (Sinus Markt- und Sozialforschung GmbH) has specialized in the complex analysis of society for over 40 years. And one thing becomes clear from this analysis: the world in which young people live is also very differentiated (as you would expect).
The Sinus-Milieus
Researchers at the Sinus Institute survey various target groups in so-called life-world explorations with regard to their values, attitudes, life goals, lifestyle and social background, among other things. This data is analyzed and various clusters can be formed. These groups of like-minded people are referred to as milieus. In order to obtain a broader picture, quantitative data is also collected using a standardized questionnaire. In this way, an attempt is made to obtain as realistic a picture as possible of the socio-cultural diversity in the population under investigation, e.g. young people in Germany. Thanks to its many years of work in this field, the Institute can draw on a wealth of historical data and thus also highlight changes (longitudinal studies). The following short video provides a brief but very informative insight into the German milieus.
Continue reading „Gibt es DIE Generation Z? Generationen vs. Sinus-Milieus.“