Milieux Durables Urbains report published
Based on the Milieux® segmentation as developed by Sociovision, this report examines the lifestyle fluctuations within French society and estimates their respective impacts with regard to their carbon footprint. Subsequentely, thanks to the identification of specific leverages for each of the social Milieux, targeted intervention strategies are defined.
In the Milieux Durables Urbains project we aimed to approach the segmentation of the French society by applying the SinusMilieux® typology developed by the marketing company Sociovision. At the moment, nine quantifiable social Milieux are defined along social values, aspirations, consumption practices and socio-economic conditions. Based on this typology, we analyzed the carbon footprint of distinct social groups, and thus identifed the consumption areas generating the highest impacts. Subsequently, we suggested targeted “interventions strategies” addressing distinct Milieux and their typical characteristics. These intervention strategies are designed to counteract current unsustainable lifestyles and promote the spread of emerging low-carbon lifestyles.