Prospering families
Families with many kids
Homeowners with high purchasing power
Always online and on the go
Sports and family activities
Streaming, football matches and e-sports
Meal boxes and home deliveries
The Prospering families most often consist of couples with up to three children - or more. While some of the children are still small, the eldest may already be about to leave the nest. A good half have infants or pre-school children. The parents are typically between 30 and 50 years old and have an education level far higher than the national average. Every other one has a higher education degree. The employment rate is quite high; a full 97% are self-supporting and in active employment. Most hold good positions as middle managers or senior managers. The income level is therefore generally high, while home equity is fully utilised in order to have money for the large, active family. Their wealth is below the national average, but it grows steadily. Most belong to the middle class, while more than half are spread between the upper class and the upper middle class.
The Prospering families are found all over Denmark, typically in a single-family house that they own and may still be paying off. If you visit them, you can almost be certain to step into a house with plenty of space, for few live in less than 130 m². Many have far larger houses, and 180 m² is quite common - and necessary when so many live under the same roof. A large proportion of the houses were built before the 1980s, while many are brand new and mortgaged to the hilt. In addition, one in ten has a holiday home and almost all have a car, many even two.
In the morning, most start the car to get to work, while a few stay home, where they run a liberal profession. Some have a consultancy business, others a holding company or an independent craftsman's firm. They rarely spend more than 40 hours a week in their employer's service, so there is both time and energy for the children.
The everyday life of Prospering families is shaped by the children's activities. To ease the logistics, transport is handled with a combination of the car and the bicycle, of which the former is most popular when picking up, dropping off and shopping.
The majority are signed up for several news and offer emails. This makes it easy to plan the shopping, which they prefer to do at the nearest MENY or a larger Bilka, ideally to go or delivered to the door by nemlig.com.
They prioritise having time for cooking and see it as a cosy activity together with the children. They like to order ready meal kits to optimise their time, and there is often fresh home-baking in the packed lunches.
Prospering families do not fear gardening. That is fortunate, for the garden can be large, and there may also be one at the holiday home. Keeping the garden goes hand in hand with maintaining the house, and so the trip often goes to the local DIY store. Do-it-yourself is good, and if you can avoid expensive tradesmen, that is only an advantage - tax deduction or not.
Everyone in the family exercises at least once a week. The adults prefer the flexible forms of exercise such as running, fitness and cycling. The children's many leisure activities cover all ball sports, and handball and football in particular are something the family can gather around.
Otherwise, the home's activities take place indoors. Online gaming and taking part in competitions are a big part of the entertainment, at least for the children. They do not watch much traditional TV, but stream a great deal instead and actively follow various popular series. Something the family enjoys relaxing with together.
The whole family is active on virtually all social media. It is therefore almost a given that both children and adults have their own smartphone and tablet.
Reading newspapers and magazines, on the other hand, takes up little time, but by virtue of the internet and their broad interests, the Prospering families still manage to be quite well informed. They like to listen to audiobooks and podcasts, but perhaps only once the children have gone to bed and a Jumbo book or a Donald Duck comic has been read.
Holidays in Denmark are just as popular as in the rest of Europe. Flying is more convenient than the car, unless it is a day trip, of which every fifth family manages a couple over the course of the year. Many of the families look back on their most recent big backpacking trip to a distant continent. One of the great holiday experiences they carry with them.
In terms of values, the typical Prospering families belong to the Modern-individual-oriented segment. In terms of attitudes, half think it is too easy to get money from the public sector, and many do not see the gap between rich and poor in Denmark as a problem.
At the most recent general election, this segment broadly represented the national average. And the Prospering families are good at getting out to vote.
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