Middle of the road
Singles but not lonely
Smaller homes in provincial areas
Few resources and low purchasing power
Keep the moped and the knitting needles going
Ready-made meals, fall for advertising
Spirituality and alternative medicine
In Middle of the road, life is lived quietly and calmly in familiar surroundings. Almost 80% are single, and you can meet them at all ages, from very young singles to older single people. Most, however, are in their late 40s, and fewer than one in ten have children living at home.
Up to half have managed with primary school, and those who have an education are almost all vocationally trained. Few are basic-level employees, while around two thirds are on public support of various kinds, including pension.
For those with their own income, it is a matter of low income. Over half of the families have a household income of less than half the national average. Many are in debt, and only those who have been careful not to fall into the debt trap and have reasonable incomes do we find in the middle class. The rest lie in the working and lower classes. For many, their wealth is negative, though somewhat higher for those who own their home, but for most it is mortgaged to the maximum.
When you go to visit Middle of the road, look for a terraced or row house, where a good three quarters of them rent. The rest live in owner-occupied homes. The dwellings are not large, but they are conveniently arranged, as many live alone and therefore make do with a single room, a smaller kitchen and bath. The few owner-occupied homes can be over 90 m², and they are traded at prices far below the national average. Middle of the road is found all over the country; in provincial towns, big cities and villages.
Although the income is among the lowest in society, just under half get around in their own car, and a few even have two cars. They are probably not the newest and largest cars, but as long as they are reliable, Middle of the road are quite content. Many answer that they work under 20 hours a week, while an overrepresentation do not know at all how many hours they actually work, if any.
Homely cosiness fills much of everyday life for Middle of the road. But should there be a good offer, on rare occasions they may take a trip to a classical concert or ballet. They also take an interest in politics - as long as it concerns the local area.
When Middle of the road is occasionally online, it is typically to play games or check updates on Facebook, samvirke.dk or ugeavisen.dk. After that, it is dba.dk that draws them. This happens often, for it costs nothing to look at things big or small. And who knows; maybe you can make a good deal?
You are also allowed to dream, and so there is most likely a Lotto coupon in Middle of the road's wallet or dresser drawer. They love to gamble, especially on Oddset.
Even though many in Middle of the road can see the advantage of the internet, they remain uneasy about it. New technology feels frightening. Therefore, only a few handle their banking on the computer, just as they rarely or never make online payments or use MobilePay.
Free is good, and that is perhaps why the local paper is the most popular among Middle of the road's readers. Otherwise, the daily newspaper is typically Ekstra Bladet. Some are members of Ældre Sagen, so they naturally also read the association's magazine, and otherwise the magazine LedSager. Samvirke is likewise popular, both online and in print. Weekly magazines are a big hit, most often Hendes Verden or Hjemmet, but also Familie Journal and SE og HØR. They gladly swap magazines with others, so they avoid having to buy them all themselves. It is practical and economical. Otherwise, DR1 or TV 2 is switched on, which is included in the TV package in the residents' association. When Middle of the road listens to the radio, it is almost guaranteed to be tuned to P4 or a local station.
Sport is followed with interest. On TV. In real life, Middle of the road do not do much sport. They are, however, conscious of health, which can be seen in the shopping basket, where a couple of light products may well lie.
You do not meet Middle of the road in many select speciality shops. They shop where it is cheapest and gladly chase the day's good offer. A visit to Matas is mostly to gather inspiration and pick up the magazine SKØN before the trip continues to Normal, where they can buy the products for cheaper money.
When money is tight, there is also no reason to travel away to spend it. If they go on holiday at all, it is therefore rarely outside the country's borders. Moreover, Middle of the road think we should look after ourselves in Denmark rather than support the EU and other countries.
In terms of values, our compass shows that they are strongly Traditional people, but also Traditional-individual-oriented and Traditional-community-oriented.
In terms of attitudes, this is expressed in the fact that most in Middle of the road feel that everything changes too quickly, and that globalisation and technological development are frightening.
At the most recent general election (FV19), by far the most voted for the Social Democrats, but it was also among Middle of the road that the Danish People's Party (Dansk Folkeparti) and Hard Line (Stram Kurs) harvested most of their votes, although the turnout was lower than for other parties too.
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