The status oriented
The intensive professional commitment of the upwardly mobile, status-conscious middle class serves above all to achieve prestigious social positions.
The intensive professional commitment of the upwardly mobile, status-conscious middle class serves above all to achieve prestigious social positions.The lives of the status-oriented are shaped by clear material goals. They pursue these goals very confidently - they know that they are responsible for their own success. Daily actions are driven by the desire for a respected social position; in return, they are happy to adapt to social changes. New developments are followed with interest. What is striking in this segment is the almost demonstrative status symbolism: Of course, people want to lead a comfortable and convenient life, but the wealth they have earned through hard work should above all be visible to the outside world. People want to show what they have, even if they may have to put other needs on hold to do so. The striving for social recognition and visibility is also evident in leisure activities: people let themselves be seen in the gym or on the tennis court, and in winter they show off their skills (and their new equipment) on the ski slopes. In addition, the status-oriented like to attend sporting events, search the Internet for online offers or continue their education.
The status-oriented milieu accounts for around ten percent of the customer potential* in Switzerland, i.e. around 6,100,000 people. This segment is particularly prevalent in German-speaking Switzerland, where the status-oriented make up twelve percent of the population aged 15 and over, compared with just five percent each in French-speaking Switzerland and Ticino. The segment includes all age groups between 30 and 70, and the proportion of men is particularly high at 66 percent. The status-oriented are predominantly married, have children and live in three- to four-person households.
Medium to high educational qualifications predominate in this target group, and status-oriented people have often also completed higher technical and vocational training. Professionally, they work primarily as craftsmen, tradespeople or as employees in managerial positions. High and highest incomes are found with above-average frequency in this segment; almost one-third of the status-oriented can dispose of at least CHF 7800 net per month.
The status-oriented milieu accounts for around ten percent of the customer potential* in Switzerland, i.e. around 6,100,000 people. This segment is particularly prevalent in German-speaking Switzerland, where the status-oriented make up twelve percent of the population aged 15 and over, compared with just five percent each in French-speaking Switzerland and Ticino. The segment includes all age groups between 30 and 70, and the proportion of men is particularly high at 66 percent. The status-oriented are predominantly married, have children and live in three- to four-person households.
Medium to high educational qualifications predominate in this target group, and status-oriented people have often also completed higher technical and vocational training. Professionally, they work primarily as craftsmen, tradespeople or as employees in managerial positions. High and highest incomes are found with above-average frequency in this segment; almost one-third of the status-oriented can dispose of at least CHF 7800 net per month.
