About the Lifestyles Playbook

The Lifestyles Playbook is designed to help marketers, strategists, and brand leaders better understand the nuances of consumer lifestyles.

What is a Lifestyle Segment?

A lifestyle segment is a group of people who share similar values, behaviors, aspirations, and consumption patterns.
Understanding these segments enables more targeted, relevant, and emotionally resonant strategies.

Why a Playbook?

Lifestyle segmentation often lives in static decks and PDFs. This playbook turns that data into an interactive, decision-ready tool for exploration and practical use..

How to use it

• Explore: Dive into each lifestyle with visuals and key insights.
• Compare: See how demographic and emotional drivers differ across lifestyles.
• Apply: Use the insights to shape marketing, product, and messaging..

Data Sources

This playbook is powered by curated research, consumer data, and expert analysis, presented in a clear, visual format.
Lifestyle data is based on the Zukunftsinstitut’s Lifestyle Studies (revised 2020) and has undergone substantial data preparation.
Emotion data is derived from WUNDER’s Emotion Machine.
To support seamless discovery, some segment names were adapted to English. For any commercial use, please obtain a license from Zukunftsinstitut (approx. €400).

Ready to begin?. Explore all 18 lifestyle segments.