Hedonistisches Milieu (9,2% - 6,46 Mio.)
Young generation milieu, including youth sub-cultures and drop-outs, often leading un- conventional or purely hedonistic lifestyles. Escapism and aesthetic provocation as a means of gaining identity. Breeding ground for new fashions and tastes.
Freedom, not being tied down, and spontaneity (not letting anyone tell me what to do) are major values for this milieu. Conventions and expectations for behaviour posed by society (parents, teachers, trainers, bosses) are rejected, sometimes quite aggressively. The constant quest for communication, diversion, and entertainment shapes expectations for their free time and consumption. They want to enjoy life, live intensively, and escape from everyday constraints.
Important: Coolness, Fun and Action, diversion, big kicks.