Optimists
Families with kids in provincial towns
Newly established with a tight budget
Average purchasing power, buy on credit
Cars, football matches and grocery shopping at Bilka
Health insurance and slimming clubs
Gardening and relaxation at home
The majority of Optimists are from their 30s to mid-50s. Most are couples and often newly established families with at least two children and sometimes more on the way.
A great many of Optimists have a primary school or vocational education. One in four has completed a shorter or medium-length higher education. With middle incomes and a moderate education level, we find most Optimists in the middle class. They are close to resembling the population as a whole, where it is the good educations and the employment that pull upwards, while the average incomes and the low wealth pull downwards. They are on their way, but it is often with a large debt burden in tow. It does not make it less challenging that they have many children to look after. But one is an optimist, after all.
Almost half own their own single-family house, while the other half live in social housing in a terraced or row house. The dwellings will typically be from 80 to 150 m². There are houses of all ages, but some are relatively newly built, and the hedge around the garden has only just reached knee height. In other homes there may be a little missing paint, some skirting boards or a paved path, because they have been undergoing major renovation. The houses are located in provincial towns and villages all over the country and are typically valued and traded somewhat below the national average.
Everyday life tends to revolve around practicalities, especially when the children have to get to their activities. That is why a full 85% of Optimists have a car, so they can manage it all. One in four families has two cars. Many also alternate between the car and public transport, whereas the bicycle is not pulled out of the shed every day, perhaps because of the long distances.
Many of Optimists want to advance their career by actively looking for a new job. Perhaps they are on the lookout for positions where they can push the salary up a little and then get the term of the house loan cut down. It may also be that they want to sell and invest in the next home, while others dream of being able to give notice on the social housing and buy their own.
Optimists generally have plenty of time to enjoy themselves, and leisure time is spent especially at home with games on the console or online, a good film or TV watching. When the TV is not on, the radio plays the entertaining and more alternative, but mainstream, channels. Cultural offerings are rarely used, but the library can be worth a visit, especially the children's book section.
Optimists are not very politically interested, nor do they read many newspapers. The printed media is therefore limited to job- and union-related magazines and a comic for the kids.
Computers, tablets and smartphones are used eagerly to go online, where Optimists check the news or find help with the children's homework. When the children are tucked in, mum and dad are back at the keyboards, where they shop diligently on dba.dk or guloggratis.dk.
You can meet Optimists on virtually all social media. They are, on the whole, quite social and regularly have guests or are themselves visiting family and friends. The menu is usually old favourites such as meat, potatoes and a good gravy, and there is often home-baking in the bread basket.
Some have recognised that all that cosiness can settle on the hips, so they have joined a slimming club. All forms of sport are practised, especially something with balls, running and fitness. Nature is also used actively, and a little over a tenth are anglers. You could, after all, be lucky and get something big on the hook one day.
When they take a holiday, they gladly do it here in the country on an extended weekend, camping or in a rented holiday home with plenty of room for all the children. They also go abroad on a charter holiday or just a day trip across the border, if the holiday budget does not stretch to more.
In terms of values and in their attitudes, they resemble the population as a whole, though with an overweight on the Traditional-individual-oriented. They think, moreover, that ample public funds are spent on art and culture. They look optimistically on technological development, as it is only an advantage in everyday life.
The turnout is low among Optimists, and at the most recent general election it was the three largest parties, the Social Democrats, the Danish People's Party (Dansk Folkeparti) and the Liberal Party (Venstre), that harvested most of their votes. Among Optimists, however, there is also a clear tendency to seek change by voting for new parties, regardless of wing. Here this type is strongly overrepresented, just as they are overrepresented when they vote for local lists or cast a blank vote.
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