Modernes Arbeitnehmermilieu (11,5% - 8,08 Mio.)
Mostly young white- and no-collars, often in the IT- and modern service industries. Open to new experiences, ways of life, consumption.
Young, flexible, and as eager consumers. This is how the members of this segment see themselves. But be careful! There is no milieu that is so fickle when it comes to brands as the Progressive Modern Mainstream.
Important: Joy of life (balance between work, leisure and family), social contacts, individualized consumption.