Who is going to buy the surPLUShome?
The development in the past decades shows that the number of persons in a household in Germany decreases. The trend is going to single living. In the year 2009 two-thirds of all households are ranging from one to three persons. According to this fact, the target group of the surPLUShome focuses on singles or couples, varying from the early thirties to the end of sixty.
We analyzed this target market with help of a “sinus milieus study”. The outcome is to address the well educated creative class, wide spread from an “established group”, over “modern performers”, to “post material” people. All those types have in common that they have a liberal attitude and think in global coherence and responsibilities. Another characterization is a high flexibility in places where they live and work.