Upscale city

In the big city you meet a diversity of people who have both wit and prosperity. They are found in all age groups and have different levels of education, but those who have completed higher education are overrepresented. Half are single and under one in three have children. Where the youngest have not yet started a family, the children of the oldest have grown up and may have moved away from home.

We typically find Wit and prosperity in desirable apartments of 70 to 115 m² in multi-storey buildings, built either before 1940 or after 2003. The majority are owner-occupied apartments followed by cooperative housing. The older buildings are often carefully renovated and restored. The popular new construction in modern styles is tantamount to real loveliness. The homes are in demand in the larger cities, so they are often sold at prices that are well above the national average.

A good half are wage earners at the high end. Facing them are those who are now pensioners, students or wage earners at basic level. The amount available is quite high, and somewhat above the average in the population, which is why Wit and prosperity will typically also belong to the higher social classes of the city dwellers; one in three is actually in the upper class.

Many have a holiday home outside the city. It can be nice to get some soil under your feet and hear the birds sing in the summer house, which often has a value of over two million kroner. More than one in six has registered a business at the private address, often as consultants, artists, teachers or therapists within health and well-being. Many also take part in active association work, where they usually take responsibility for communities in the form of board positions.

Wit and prosperity have in many cases ditched the car. Not because they can't afford it; but parking is both expensive and difficult. Light rail and the metro take them around the city quickly, and otherwise they don't mind taking the bike.

The majority of these city dwellers were either born in Denmark, within the EU or in another western country. You may have met them at a dinner party, because they often visit their friends. When they invite themselves to dinner, they may come up with something particularly delicious as part of the enjoyment of life.

Enjoying life in the big city is also something that most of Wit and prosperity are really good at. They go to the museum, to art exhibitions, to the library and in the city or to concerts.

Back home, many people prefer to read about politics, economics and health in the big dailies. But the most important daily source of information is the news on TV. 

When entertainment is needed, they like to go to the cinema or download good films from the internet. They also like to listen to music, but not many people listen to the radio or buy music. Perhaps because some have the music included in their mobile subscription.

As part of the street scene, they are very fashion-conscious, and some buy journals and magazines to keep up with the trends of the time. It is also important to keep fit. That's why many choose to go to a gym or go for a run around the lakes, along the waterfront or in the nearby park.

When communicating with them, it's a good idea to appeal to their wit rather than their wealth.