This paper provides an overview on the main direction of socio-cultural change in Germany from 1985 to 1987 and outlines the main socio-cultural types, their growth or decline over the years. Three socio-cultural target groups are described which are of particular relevance for attitude and behaviour in relation to financial services. The second part of the paper shows how these target groups behave in the field of financial services. These ranging from a simple savings account to the more sophisticated forms of portfolio management, insurances, saving contracts with building societies, loans, etc. Psychological attitude towards saving and borrowing is being analysed. Finally it is shown how continuous research on socio-cultural change can be used to identify quite early any opportunities and threats in a specific economic sector which may be developing in the future. Furthermore, it shows how successful strategies can be designed to meet these challenges and to be generally more in tune with the customer of today and tomorrow.