Humble and happy
Middleclass and average income
Couples or singles with few or no kids
Dance shows and entertainment on the telly
Deal hunters who read free newspapers
Enjoy needlework and gardening
Grocery store cakes and coffee in the thermo
Humble and happy most often live alone, but may have their shared-custody child every other week. Their education is typically profession-specific but otherwise at the national average. This is also reflected in employment, where most are employed at basic level or are outside the workforce. Unemployment is somewhat above the national average. Humble and happy are in the middle class, where incomes are reasonable, while only very few have built up any real wealth.
Most do also rent, but a good one in four owns their home. They have also arranged themselves snugly ("Humble and happy") in a classic row or terraced house of 70 to 115 m², many of which were built sometime in the 1980s. In these neighbourhoods the homes are typically traded somewhat below average.
To find them, you should look in towns large and small, around the regions or in the suburbs of the large metropolises.
Almost three quarters have a car, but they can also be seen on the moped or motorcycle when getting around.
Humble and happy are fond of everyday life and focus mainly on the close at hand: they prioritise the home, the family and the local community.
After the workday is over, it is home and walk the dog before dinner. In the past, that walk often took place with a cigarette in one hand, but by now most have put the tobacco on the shelf and perhaps taken up the e-cigarette instead.
Sport is not something that can get them up off the chair, neither on TV nor to practise themselves. It is not because they neglect health; an overrepresentation of Humble and happy try to eat slimming food or are on constant diets. They are also curious to try new products - preferably before their friends.
When dinner has been eaten, they like to busy themselves with handicrafts, smaller do-it-yourself projects and the computer. They gladly surf the net, perhaps for the day's good offer or a new slimming tip. You might just find the perfect diet. Besides keeping up to date with social news on Facebook, the type also keeps informed about society.
They love to watch TV series and films, especially nature films. The TV runs almost constantly in the background, and they actively follow virtually all channels. Discovery has a large share of its viewers among Humble and happy. Incidentally, they gladly read Søndagsavisen as well as both fiction and non-fiction. There is therefore no shortage of things to spend the time on.
If you ask them where they were last on holiday, they will answer that they have holidayed in Denmark for the past couple of years. Nevertheless, a third have been abroad within the last year.
Although politics is not their greatest interest, it does not mean that Humble and happy have no opinions. They think there is a great difference between rich and poor in today's Denmark, and they are satisfied with the welfare state. They do not think taxes should be lowered so one has to manage more oneself, and some do not believe that privatisations equal efficiency gains. Moreover, many show, through their attitudes and behaviour, that they are quite environmentally oriented. Many are even members of an environmental or nature organisation.
In terms of values, the Traditional have shares in both the Community-oriented and the Individual-oriented.
At the most recent election, the Social Democrats were the really big vote-grabbers among Humble and happy, but there were also quite a few who put their cross by the Danish People's Party (Dansk Folkeparti). They intend to do so again at the next election.
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