Green fingers
Middle-aged without children
Elderly couples and singles
Weeklies and Ældre Sagen, The DaneAge Association
Low purchasing power, but high quality of life
Happy gardeners and DIY’ers
Like selling and buying used goods
By far the largest part of Green fingers are from 60 years and upwards. There are almost as many singles as couples, and virtually none have children living at home. A quarter have managed with primary school, while almost half have completed a vocational education, which they have then used in business in their local area. They may have been or still be employed at the local craftsman's firm or on one of the surrounding farms.
Although Green fingers do not have much money between their hands, they understand how to make it stretch. Many have built up a sensible fortune, among other things in their owner-occupied homes, which are bought and paid for. A good half have left the labour market and retired. Those who still work are basic-level employees or self-employed. The relatively short educations and the generally low income level mean that we meet most Green fingers in the middle and working class.
For most, the home is a single-family house, and for others a farmhouse belonging to a discontinued farm property. It is an older home of 130 m² or more, located in the open countryside, and many of them are still heated with liquid fuel. The homes are often traded far below their real value, though depending on the region. And as if there were not house and garden enough to look after, a good 13% also have a holiday home that they visit regularly.
It is a long way to everything, so Green fingers, like so many others in the country, have at least one car available. If they are two, they have a car each.
Green fingers live a relaxed senior life with the gardening gloves firmly on. They take great pleasure in gardening on a large scale, and are also fond of do-it-yourself work. When they are not outside, they enjoy themselves indoors with handicrafts and home-baking.
Life is lived with the close at hand in view. They take an interest in regional and local matters, which they read about in the local paper. Where globalisation is a frightening thing, there is security in the church, which many of the Green fingers visit more often than Danes as a whole. They also gladly start the car and drive to an exciting evening class course or a lecture in the local community hall.
The gardening is probably the biggest source of physical activity, but on rare occasions Green fingers also take swimming strokes in the swimming pool or go to dancing and gymnastics.
Back home, they eagerly leaf through idenyt and Samvirke. On the living-room table there may well also lie a Gør Det Selv and Haven next to the Danish Hunters' Association membership magazine. They gladly swap for weekly magazines and look forward to reading the magazine short stories. Some are also members of Ældre Sagen and Coop. That just provides even more lovely reading material in the house.
The everyday shopping is done in the local SPAR, Lidl or Brugsen.
Green fingers may not be quite as fast on the keyboard as they are in the garden. But they often click onto guloggratis.dk or dba.dk, where they gladly make a good deal. They understand the internet's value in everyday life, but they may be concerned about whether the modern technology takes power away from people. There are indeed more of them who do not have internet access than in the population in general, and many feel uneasy about digitalisation.
Most prefer to spend their holiday in Denmark, but there are also some who go south, many of them to play golf in the green. As a whole, however, the foreign holidays are sparse, as one would rather holiday at home and spend the money on the garden and the house.
In terms of values, most Green fingers are Traditional, then Traditional-individual-oriented.
At the most recent election, most voted for the Social Democrats, while the Danish People's Party (Dansk Folkeparti) and the Liberal Party (Venstre) also harvested good support among the Green fingers.
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