Farmers
Middle-aged couples with average purchasing power
Nature far and wide
Live in a big, old farmhouse or country house
Local community and local radio
Wouldn’t mind doing things themselves to keep the taxes down
Go to church, and drive to anything else
Among Farmers we find active, professional farmers (m/f). The majority of them are couples from their mid-40s and upwards. A large proportion of the active farmers are up to 75 years old and still in full vigour. In homes with children, one can assume that the children work alongside their parents with a view to a coming generational handover.
Some have either a vocational or medium-length higher education. Running a farm today typically requires a medium-length education within the field. Employment is quite high, and not surprisingly a larger proportion are self-employed within agriculture or related industries.
We find Farmers in all social classes, though they are overrepresented in the upper middle class. The spread is partly due to the fact that incomes fluctuate greatly - not just for the individual farmer, depending on the year's production and price development, but also from farmer to farmer, depending on the product being produced. Some have recently lost everything from one day to the next. This has hit both themselves and others connected to the field.
The field is varied, and Farmers are therefore specialised in all forms of production, from grain and slaughter animals to strawberries and Christmas trees. The best-off have large fortunes and lie close to the D group of the Wealthy. To this it can be said that some of the country's most affluent are in fact Farmers, who live on large and expensive farm properties or estates. Not all are directly involved as professional farmers; they just live in the same area, and may be employed in a related industry.
When you go to visit Farmers, you often step into a larger, older farmhouse. But it can also be a newer house, standing where the original farmhouse stood. The oldest dwellings are in half-timbering, but no matter how old they are, most have been modernised several times over several generations. The animals, however, may be the ones living most modern, because the farm buildings are typically much newer than the farmhouses themselves.
Farmers are used to being prepared for a bit of everything, and perhaps that is why almost all have invested in either shares or bonds. A little more than one in ten Farmers also owns a small holiday home.
Besides all the machinery for production, virtually all Farmers have a car. One in three has two or more cars, and perhaps also a moped and ATV. They live all over Denmark, both in the open countryside and in the villages.
When it is hard to get away on holiday, one can at least make sure to keep up the traditions. The food is classic Danish, made from local ingredients, preferably with pork on the fork and the potato of the day on the side. Almost everything is homemade, and one in five bakes every week. Sunday is more often spiced with a trip to church than for any other type. The evening coffee is enjoyed together over the home-baked pastry. And on the bedside table lie Natur & Miljø and the magazine Jæger, which Farmers manage to read a little of before they again set the alarm clock to ring early the next morning.
A great many also read non-fiction. Running a farm is not uncomplicated, and one constantly has to keep up. Farmers therefore also follow the news attentively and mostly read the local paper and Jyllands-Posten. The older ones tune the radio to P4's or the local radio's frequency. The younger ones would rather listen to P3 while they sit in the tractor; ploughing, sowing, tending or harvesting. The internet is most often used for work-related activities such as checking the weather forecast, finding the way or handling banking and accounts. Three out of four, however, also click past Facebook almost as often as the average. Entertainment, on the other hand, is not something time and money is spent on, which is why they also rarely go out and make use of cultural offerings.
When Farmers need to get around, it most often takes place in the car. The bicycle is pumped up far more rarely than for the population in general. It is probably mostly the kids who push the pedals when they need to visit their friends.
It will probably not surprise you that you can meet Farmers at the feed or machinery store. If you want to greet them over the shopping cart, you should go to the nearest local SPAR, Min Købmand, or Dagli'Brugsen. The organic goods are rarely glimpsed in Farmers' baskets, unless they are themselves organic-certified.
In terms of values, Farmers are first and foremost Individual-oriented, possibly in combination with being Traditional-individual-oriented. They follow business, EU, local and environmental politics closely. The latter interests them especially, and a third think that the industry's growth must be more important than environmental considerations. Nevertheless, one in five is a member of an environmental or nature organisation. In addition, Farmers think that more privatisation could lead to increased efficiency.
Farmers are diligent at getting out to vote, and traditionally they have been loyal Liberal Party (Venstre) voters at general elections; in fact, a good one in three vote for Venstre. But at the most recent election, quite a few crosses were also placed by the Danish People's Party (Dansk Folkeparti), just as the Conservatives experienced great progress among our Farmers.
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