The middle class
This mainstream milieu, which is oriented toward the status quo, is dominated by the desire for a harmonious family life in stable circumstances and integration into the social environment.
This status quo-oriented mainstream milieu is dominated by the desire for a harmonious family life in secure circumstances and integration into the social environment.With 16 percent of Switzerland's customer potential* and almost 9,700,000 people, the middle class is the largest milieu in Switzerland. It can be found in all language regions and can be described as the modern, moderate center of Swiss society. What is striking about this milieu is the pronounced desire to maintain the status quo. People strive for a quiet and harmonious life in secure material circumstances, while the desire for advancement and a career is only secondary. It is not surprising that this milieu is less willing to deal with new developments. The long-term tried-and-true is preferred to the new; in some cases, people even feel insecure in the face of an overly modernized and globalized world. The declared goal in life is a happy and contented family life within a manageable framework. Prestige and status in consumer behavior are comparatively less important. The middle class thus combines traditional values with a moderately modern, rather conventional lifestyle: The middle class is always prepared to adapt to the prevailing conventions and to integrate into the respective social environment. Regional identification is also more important to this segment than a national or even cosmopolitan orientation, especially in French-speaking Switzerland.
Leisure time is also contemplative: "playing with children" is the most common leisure activity, followed by handicrafts and DIY, gymnastics, knitting and tailoring. In addition to skiing, the favorite sports of the middle class include cycling and hiking. The age focus in this target group is between 30 and 50, with women accounting for around 60 percent The middle class typically lives in households with four or more people. The segment includes many employees and civil servants, but also housewives. Financially, the middle class lives in secure circumstances: The monthly net household income is usually between CHF 4500 and 7800.
Leisure time is also contemplative: "playing with children" is the most common leisure activity, followed by handicrafts and DIY, gymnastics, knitting and tailoring. In addition to skiing, the favorite sports of the middle class include cycling and hiking. The age focus in this target group is between 30 and 50, with women accounting for around 60 percent The middle class typically lives in households with four or more people. The segment includes many employees and civil servants, but also housewives. Financially, the middle class lives in secure circumstances: The monthly net household income is usually between CHF 4500 and 7800.
