Ein Ansatz, um die Zielgruppe 50plus besser zu verstehen und zu unterscheiden, sind die Sinus-Milieus. Sie berücksichtigen neben soziodemographischen Merkmalen wie Alter, Berufstätigkeit, Kaufkraft oder Familienstand auch Wertewelt, Einstellungen, Lebensstil und Freizeitaktivitäten.
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