Empty nesters
Elderly families with children who has moved out
Traditionalists and working class
Uncomfortable with online payments
Morning newspapers and Danish oldies songs
Groceries from discount stores
Denmark and the Danish national lottery
In terms of age, Empty nesters range from their late fifties and upwards. Just under two thirds are over 66 years old and therefore retired, while a large part of the rest are between 60 and 66 and can begin to glimpse the third age. There are rarely children in the home, for they have flown the nest.
By far the most have managed with primary school or a vocational education. That, and the fact that they are advanced in years, gives a modest household income, depending on whether they still work. Although their wealth is often below the national average, they have never lacked anything. A good two thirds are pensioners and the rest are on their way.
Half have been able to afford to buy a terraced house, row house or smaller single-family house of 80 to 100 m². The others have a smaller co-op share or rent. The sale price lies somewhat below the national average. Partly the areas are not the most sought-after, partly several homes may need a major renovation. In the big cities, a few also have an allotment house, where both greens and cosiness are cultivated.
Empty nesters belong to the middle and working class in all the country's provincial towns and villages.
Cultural events are not something Empty nesters do much of. Nor do they travel that often. Half holiday in Denmark, preferably in a rented holiday home. The trip may also go south on a sun or beach holiday or an extended weekend in the Harz mountains.
At home they tend the garden and the house with great pleasure. This also applies to the larger maintenance projects. There is also time for handicrafts, and the grandchildren may perhaps look forward to soft parcels. Meanwhile, the entertainment plays on P4, if it is not tuned to TV 2 Charlie.
They gladly buy Hus Forbi when they meet a homeless person at the supermarket. The news is scrutinised in the free local papers, and the few who buy a newspaper choose local dailies such as Fyens or Nordjyske Stiftstidende and JydskeVestkysten, depending on where they live. In addition, many read B.T. and Ekstra Bladet and all the big weekly magazines; SØNDAG, Familie Journal, Ude og Hjemme, SE og HØR, BILLED-BLADET as well as Her & Nu. The magazines are gladly swapped. It also gives occasion for a good chat with like-minded people.
On the shopping trip to SuperBrugsen they pick up Samvirke and Helse. On the whole, they read a lot about health in LedSager and Ældre Sagen. Those who rent naturally also read Beboerbladet.
All in all, they get input from many places, and their interests range widely, from local content to alternative medicine. But one thing is to read about health, another is to practise it. Only under half exercise every week. Here they prefer classic gymnastics and also often take a trip to the swimming pool.
Digitalisation is not something Empty nesters are wild about, comfortable with or have adapted to. For most, modern technology is not an advantage in everyday life - rather a necessary evil. They therefore use the computer less than the population in general, and a tenth do not even have internet at home. Nevertheless, almost every other one has a profile on Facebook, and a third have a tablet. Social media is, however, not an activity that fills much of everyday life. It is rather something they click past monthly.
To make room in the budget, they prefer to shop at virtually all the discount stores. Transport is handled by car for those who have one - or by bicycle, which after all also keeps the body a little active.
In terms of values, Empty nesters fundamentally belong to the Traditional segment with representatives in both the Traditional-individual-oriented and the Traditional-community-oriented. In terms of attitudes, this is expressed in the fact that they think everything changes too quickly. They are uneasy about globalisation; they feel that traditional family values are under pressure; and they think Denmark should to a greater extent look after itself. They also think that industry's growth must be more important than the environment, and that there is too great a gap between rich and poor in our society.
At the most recent election, many voted for the large parties, and the Danish People's Party (Dansk Folkeparti) enjoys relatively strong support among this type.
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