Successful living
Middle-aged, belonging to the higher social classes
Established families living in their own house
Very high income and purchasing power
Well-informed and very resourceful
Doing sports and other activities in their spare time
First movers with a taste for luxury products
If you encounter privileged couples in their 40s to mid-60s, you can be fairly certain they belong to the Successful living type. This applies both to those with several children still living at home and to those whose children have moved out.
Their level of education is higher than the national average. One third of them have a vocational education and even more have completed a longer higher education. Employment is very high, and the reward for the long educations is a high income level that lies a good 60% above the national average. There has been room to invest their income in owner-occupied housing, but also in shares and bonds. In other words, here you meet the upper middle class.
What Successful living have in common is that they have both financial and mental surplus. They have managed to build a solid financial foundation and accumulated so much professional experience that those still working are in a stable career path. They can therefore deliver what is required, and even though they often work beyond normal working hours, there is still time for each other at home.
Their single-family house of at least 115 m² and up to over 180 m² is typically built between the 1940s and 1980s. Some also have a holiday home alongside it and often one to two cars, one of which may be a company car. They hold the deed to the house, and even though the house may not yet be paid off, Successful living have large home equity. When they one day sell, the sale price will lie comfortably above the national average.
Close to a fifth have a CVR (business registration) number at their home address. Some run consultancy businesses or have registered their holding company at the address. Others have set up a treatment clinic or other health activity in the home.
For Successful living, leisure equals activities, preferably combined with fresh air. Half of them are also very fond of gardening and do-it-yourself projects. At the same time, almost two thirds exercise every week, primarily at the fitness centre or outdoors with their running shoes on.
They also gladly seek fresh air under other skies, preferably several times a year. The suitcase wheels are worn thin on travel destinations across all continents. A good number also manage a skiing holiday north or south every winter. Nor are they shy about exploring Denmark by car and staying in their own, borrowed or rented holiday home. If time is short, a day trip or an extended weekend can also restore their surplus. They love experiences together and have barely returned home before planning of the next holiday is underway.
Back home, they relax with TV, radio or the latest good book from the book club, which can be either non-fiction or fiction. When they go out, it is usually the cinema, a good dinner or a theatre performance that draws them. Many are members of cinema clubs but are also tempted by stand-up shows and concerts.
It is the major daily newspapers and news, both in print and online, that interest Successful living. The business sections are read with interest, and they subscribe to one or more lifestyle magazines - from home magazines, through Gastro and SPIS BEDRE, to FIT LIVING and Bo Bedre.
Successful living' interest in politics in general resembles the average, but socio-economics, labour market policy and in particular housing policy are the topics that occupy them most. Travel, wine and food as well as the broad sports such as cycling, football, handball and tennis can also capture their interest. Local content, on the other hand, does not appeal to them as much, even though half of them still leaf through the local paper every week.
Despite the surplus, they do not feel they get everything done. They prioritise having time for cooking in the family, and to ease everyday life they gladly make use of modern technology. That is perhaps also why the car is the preferred means of transport. It keeps everyday logistics running smoothly.
In terms of values, Successful living are most often Modern and in a more individual-oriented direction than others.
At elections they are good at using their right to vote, and at the most recent general election the largest share put their cross by the Social Democrats, but the Liberal Party (Venstre) also gained many votes from this type. At the next election it appears that the Conservatives and New Right (Nye Borgerlige) in particular will make gains in this segment.
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