Distinguished elders
High purchasing power and quality of life
Large home equity
Electric bike, golf and gymnastics
Well-informed and interested in local news
Weekly magazines and TV 2 Charlie on the telly
Evening classes, gardening and charter holidays
Distinguished elders radiate tradition, experience and wealth. Like others in the Well-established Homeowners group, Distinguished elders have built up a large fortune in bricks (and perhaps elsewhere). Many built the house themselves, and the debt has been substantially reduced. Most are singles or couples in their 60s and above. The children moved out long ago and may have provided plenty of grandchildren, who are often looked after in Distinguished elders.
Their education level is slightly higher than the majority's, and a great many have a vocational or shorter higher education. They have all done well during their working years, and some have retired and now receive a pension. For them, incomes are no longer as high, but overall the household income still lies comfortably above the national average. Their wealth looks quite good and is, for most of them, tied up in bricks and bonds.
The setting around Distinguished elders is well-built and well-maintained single-family houses from the 1940s to the early 1980s. The family has lived there most of their lives, many as the first owners of the house, which can tell many stories. The houses are often large, up to 180 m², and today the extra space is used for guest rooms and hobby rooms.
Distinguished elders' dwellings are generally neat and well-kept and are often located in an attractive area, anywhere in the country. They are traded somewhat below their market value - not because of the location, but perhaps more because the interior and condition have not quite kept up with the times. Some also have a holiday home, which is typically of good quality, which they have seen to themselves.
Most have a car, and if they are a couple, they have two. The e-bike is also frequently aired out, so they can get around easily and visit the now grown-up children. They lend a hand, and when Distinguished elders are not busy picking up and dropping off grandchildren, they engage in associations and voluntary work.
Distinguished elders' world in everyday life extends to the regional boundary, and they actively follow local and regional matters. Here the local newspaper is an important source of knowledge. They are inquisitive and well-informed about everything from environmental issues to tax matters.
When they go on holiday, they gladly travel outside the region, and it may well become a charter holiday or two a year, preferably outside the high season. Distinguished elders can in fact travel to advantage when it is cheapest, because they do not have to take school holidays into account.
There is plenty of time to tend the garden, and they love it. Handicrafts are a tradition they gladly uphold, just as they take an interest in home decoration. Perhaps that is also why they like to do it themselves when the house needs repairing. You can therefore often meet them at the DIY store or at evening classes, where they seek new knowledge and new skills.
Other places you will come across them are at cultural activities, typically lectures and debates, or in church. It may also become an annual trip to the theatre if there is an occasion. In addition, they are active on the golf course and in the gymnastics association.
Health and nutrition are something Distinguished elders care about. Many have therefore put the cigarettes on the shelf, and in some cases taken up e-cigarettes. If possible, they also swap some of the foods in the traditional dishes for light products when they cook.
Digital communication is not entirely easy when you need to get in touch with them. They do not use the internet and computer that often. When they finally are on the computer or tablet, it is often to check deal.dk and email for good offers. Facebook is also opened to keep up a little with what the children and grandchildren have been up to. Apart from that, Distinguished elders are a little sceptical towards the new technology and not entirely comfortable shopping online.
They prefer the traditional media such as the daily newspaper, the television and the radio, which is typically tuned to P1 or P4's regional or local radio frequency. Besides the local paper, several also read the large regional dailies if they get a good subscription offer. On the coffee table most have the weekly magazines, which they gladly swap with others. In addition to Familie Journal, Hjemmet, Ude og Hjemme and SØNDAG, they read magazines and member publications such as Ældre Sagen, Helse and Samvirke. They also gladly enjoy a good book.
When Distinguished elders buy groceries, they prefer Brugsen, Netto or REMA 1000.
In terms of values, they are predominantly Traditional in combination with being Traditional-individual-oriented and Traditional-community-oriented. In terms of attitudes, this shows in the fact that they often think everything changes too quickly and are concerned that modern technology takes power away from people. In addition, they think more should be done for the elderly in society.
At the most recent election, the Social Democrats were the party that received the most votes from Distinguished elders. In addition, a good number of crosses were also placed by the Danish People's Party (Dansk Folkeparti). At the next election it appears that the Christian Democrats too may attract votes precisely in this segment.
Only a smaller share have done anything to get on the Robinson list (the no-marketing register), so it is still possible to communicate directly via traditional letters. Bear in mind that many Distinguished elders are quite purchasing-strong consumers.
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