Digital avant-garde – the most influential milieu
Posted: Sat Apr 19, 2025 10:40 am
Manfred Tautscher, managing director of the Heidelberg-based market research institute Sinus, sees Simonne Jones, multi-instrumentalist, composer, and artist, as the prototype of a new, young cosmopolitan elite and digital avant-garde. Jones, 26, markets herself exclusively online. She effortlessly reconciles the very different facets of her personality. Jones studied art and biomedical research and performed in the rock opera "Peaches Does Herself" in Berlin.
She also builds instruments, had a solo art exhibition in Berlin, and graduated from the Red Bull Music Academy. Jones wrote and performed the music for Hugo von Hoffmannstal's "Jedermann" (Everyman) co-production estonia phone number data between the Thalia Theater in Hamburg and the Salzburg Festival. She also protested in front of the Russian embassy in Berlin against the arrest of the band Pussy Riots in Russia and, during a research fellowship, educated African youth about the AIDS problem.
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Between individuality and pressure to conform
With this completely individual lifestyle, Simonne Jones is, in a sense, a "child" of the rapid sociocultural changes of recent years, shaped by globalization and digitalization, explains Tautscher. These representatives of the digital avant-garde are self-confident, have a pronounced willingness to transcend boundaries, and only do what they identify with.
These consumers, dubbed "expeditives" by Sinus, focus intensely on their own life plan, but don't have to convince anyone of their own. Their focus is on meaning and self-realization, rather than material wealth. "The digital avant-garde is mentally and geographically mobile, networked online and offline, and constantly searching for new boundaries and new solutions," says Tautscher. Sinus researchers see the expeditives as a new guiding milieu that other milieus orient themselves around and are influenced by.
She also builds instruments, had a solo art exhibition in Berlin, and graduated from the Red Bull Music Academy. Jones wrote and performed the music for Hugo von Hoffmannstal's "Jedermann" (Everyman) co-production estonia phone number data between the Thalia Theater in Hamburg and the Salzburg Festival. She also protested in front of the Russian embassy in Berlin against the arrest of the band Pussy Riots in Russia and, during a research fellowship, educated African youth about the AIDS problem.
Online Marketing Manager Training
Our recommendation
Social Media Manager
with a focus on content creation
Online training with certificate and badge. ✓ Content: Facebook, Instagram, LinkedIn, etc., content planning and creation, corporate blogging, community management, reporting, monitoring, and much more! ✓ Get your first insights with free guest access.
to the online course
Between individuality and pressure to conform
With this completely individual lifestyle, Simonne Jones is, in a sense, a "child" of the rapid sociocultural changes of recent years, shaped by globalization and digitalization, explains Tautscher. These representatives of the digital avant-garde are self-confident, have a pronounced willingness to transcend boundaries, and only do what they identify with.
These consumers, dubbed "expeditives" by Sinus, focus intensely on their own life plan, but don't have to convince anyone of their own. Their focus is on meaning and self-realization, rather than material wealth. "The digital avant-garde is mentally and geographically mobile, networked online and offline, and constantly searching for new boundaries and new solutions," says Tautscher. Sinus researchers see the expeditives as a new guiding milieu that other milieus orient themselves around and are influenced by.