Gesellschaft für internationale Marktforschung und Beratung mbH
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68165 Mannheim
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Postmodernes Milieu (8,7% - 6,10 Mio.)

Young, mostly highly educated, urban avant-garde milieus. Lifestyle trend-setters living multiple identities and contradictory ways of life. The individual as the ”engineer” of his/her personal universe.
They are the lifestyle architects that can custom tailor a lifestyle from an individual construction kit without any instructions. The members of the Postmodern Segment enjoy the freedom of "anything goes" (except the „average taste“), which would make more traditional minded members of society sometimes break out in a cold sweat.
Important: Narcissistic self-presentation expressed through consumption (e.g. brands, products), tolerance of contradictions, multiple identities.