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In a comprehensive study conducted by the Konrad-Adenauer-Stiftung, a German political foundation, the population of Germany was segmented into nine distinct lifestyle types to better understand political preferences. These groups, each with unique characteristics, offer valuable insights into the political landscape of the country.
The "Attentive Affluent" make up approximately 11 percent of eligible voters. With a high standard of living and a moderate openness to change, this group stays well-informed about politics through various sources but finds it challenging to make a decision when voting.
The "Young Open," representing seven percent of eligible voters, are relatively young, starting their careers, and living in big cities. They have a medium level of equipment, a great openness to change, and are very political, informing themselves through various channels. Notably, the "Young Open" show a preference for the Greens and the Left.
Approximately four percent of eligible voters are the "bumpy artists," a group of individuals who are open to changes due to personal circumstances, have a simple level of equipment, and are skeptical of political parties. Interestingly, the "bumpy artists" have a preference for the Greens or the Left and view immigration critically.
The "Ambitious Actives" represent approximately 11 percent of eligible voters, have a high level of equipment, and a great openness to changes. They are very interested in politics, with a preference for the Greens and the Left, and view immigration as enrichment.
The "Cautious Grounded" represent approximately 18 percent of eligible voters, have a medium level of equipment, and are moderately open to changes. They are moderately interested in politics, have a reserved view, and correspond to the overall population with slightly higher proportions for CDU, SPD, and Greens and a rejection of the AfD.
Eight percent of eligible voters belong to the "unpretentious homebodies," individuals who are fully in the workforce, have a simple level of equipment, and are moderately open to changes. The "unpretentious homebodies" have a reserved view of politics and still prefer the CDU and SPD, with the AfD receiving above-average support.
The "Solid Satisfied" represent approximately 13 percent of eligible voters, have a medium level of equipment, and avoid changes. They are solidly satisfied with politics, watch TV news regularly, and have a subscription to the local newspaper, with a preference for CDU/CSU and SPD.
Lastly, the "Classic Bourgeoisie" are a bit older, retired, and have a preference for CDU/CSU and SPD, with a rejection of political extremes.
This study provides a valuable basis for orienting political communication towards target groups, ensuring that political messages resonate with the diverse demographics that make up Germany's electorate. However, without access to the specific study and its results, a precise summary of the political preferences and opinions of each lifestyle type remains elusive.
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