The Traditional-Bourgeois

In traditional (lower) middle-class circles, Christian values and morals, as well as the desire for security, play an extremely important role.The lives of the traditional middle class are characterized by an unwavering adherence to traditions and conventions: They live according to strict moral standards and uphold Christian values. Daily life is governed by a strict, traditional division of roles between the sexes and revolves around the triad of duty, discipline, and order. People in the traditional middle-class milieu feel a strong need for security, both materially and emotionally. Adherence to traditional values and the familiar circumstances of life in a familiar environment provide this sense of security. Changes, such as those brought about by technological progress, are perceived as a threat. Members of this milieu often fear they will not be able to keep pace with societal developments and consequently isolate themselves. This traditional lifestyle extends into leisure time as well. «Meaningful» activities are preferred: knitting, sewing, cooking, baking, reading, crafts, and home improvement. When venturing into nature, they go hiking.
The Traditional-Middle Class accounts for about nine percent of the potential customer base* in Switzerland, totaling 550,000 people. They are concentrated primarily in German-speaking Switzerland and Ticino. The Traditional-Middle-Class segment is the oldest in Switzerland: three-quarters are already over 60; due to their age, the proportion of women (61 %) and widowed individuals (28 %) is correspondingly high. The Traditional-Middle Class are mostly retirees or housewives, but also include ordinary employees and blue-collar workers. Low educational attainment predominates, and nearly 40 percent of respondents in this demographic have less than 3,850 francs available per month.