INTEGRAL has been researching youth lifeworlds for many years. Among other things, this has resulted in the INTEGRAL Sinus Youth Milieus (2013, 2014, 2016 and most recently 2022 as part of the major Sinus Milieu Update in Austria). This series of studies captures the great socio-cultural diversity of youth, which is typical of developed and highly individualised societies, and condenses it into a model for youth lifeworlds.
As in the other Sinus-Milieu models, this approach groups together young people who are similar in terms of their values, their basic attitude to life and lifestyle and their social situation. The special feature of this study is the qualitative description of the young generation, which offers insights into young people's lives and shows the diversity of the milieus. The youth information pack is a practical decision-making basis for strategic target group work.
The labour market is constantly changing and is increasingly turning from an employer's market into an employee's market. Companies must find new ways to become more attractive to potential employees.
INTEGRAL has conducted a joint research project with the consulting company ‘Die Walnuss’ in order to understand the differences between these value systems. Based on the youth-focused Sinus-Milieus, this project analysed and documented these different attitudes and approaches to the topic of workplaces in detail and developed a series of recommendations and suggestions for each environment.
