Konsum-materialistisches Milieu (13,6% - 9,54 Mio.)
Economically and socially marginalisedmilieus with few chances of making it inthe post- industrial labour force: old aswell as new poverty.
The "rich and beautiful" people featured in "yellow press" magazines serve as role models and are opposed to their everyday life with limited financial means. With some 12% of the population 16+, the Underprivileged Segment is one of the largest milieus in Germany which has become more significant due to the general economic development of the last years.
Important: keeping up with the mainstream in social and economic terms, money and consumption.