Pair of Hearts
Middle-aged and elderly couples without children
Own their own spacious older home
High purchasing power and well off
Wellness and charity
Keep an open mind about alternative medicine
Enjoy doing things at home
Eight out of ten Pair of Hearts typically have no children living at home. They are most often from their late 40s and upwards, indeed even up over 75 years. The majority have a quite high income, and most have built up large fortunes together. A good one in ten are pensioners, and one in four has a business at their home address, typically as master craftsmen or within wholesale business or in the fishing industry. All those who work still have a really good income. A somewhat motley crowd, spread across all social classes, but with an overweight in the higher social classes. Here we find more senior managers and self-employed than unemployed, but they live side by side.
Most have arranged themselves in older single-family or farmhouses, which are soon paid off. Well over half are larger than 150 m². Typically they are charming houses belonging to discontinued farm properties from before 1940, which have been gently restored and in many cases now appear as genuine connoisseur properties. The majority of Pair of Hearts' homes lie in the open countryside all over the regions.
The house and garden are a great passion for Pair of Hearts. They often potter about the flower beds, fix a gutter or do other odd jobs on the house. There are also quite a few who enjoy nature by going hunting, out fishing or for a ride. For those who are not a couple, the heart beats for close friendships, which they are good at nurturing.
Indoors there is sewing, baking and cooking going on, while the radio is often tuned to P4. DR1 and TV 2 broadcast far more relevant TV than any other channels, Pair of Hearts think. On the other hand, they do not spend much time on international channels or channels that cannot readily be received free with an ordinary house aerial.
Pair of Hearts can manage what they need to within normal working hours, perhaps because many are two, of whom only one works. In their leisure time they enjoy quiet moments together, where one may sit tinkering with the handicrafts while they drink the coffee and eat a little fresh home-baking. They gladly buy the ingredients locally at Din Købmand, at SPAR or Dagli'Brugsen. When big shopping needs doing, they drive to the nearest larger town to go to SuperBrugsen, Netto or REMA 1000.
The computer is also switched on from time to time, although a fifth of Pair of Hearts think the modern technology is frightening. The internet is not a frequently used tool in daily life, and there is, for example, not much online shopping. Nevertheless, you can well meet them on Facebook, where the profile picture may have been taken in the garden or out in the beautiful nature. When they are not online, they gladly read magazines such as Alt om Haven or Natur & Miljø.
Pair of Hearts are more interested in the domestic and local than in national politics. A third are, in addition, interested in environmental politics. This resembles the national average, but Pair of Hearts are more action-oriented and are more frequently members of a nature or environmental organisation.
Under half regularly do sport, and here the choice usually falls on gymnastics or training at the nearest town's fitness centre. One of the advantages of living as they do is also that it is easy to take a run, cycle or ride.
A holiday in Denmark beats a trip abroad. A change of air for a shorter time is fine, but it is also nice just to be at home, where one can keep up hunting or fishing. If one absolutely must get away, a day trip abroad or an annual weekend to nurture the love is to be preferred. Pair of Hearts are, however, good at reminiscing about their holidays and the folk high school stays they have been on together, even though it is by now some years ago.
In terms of values, Pair of Hearts are to be found across the whole compass rose. Many are Traditional with the weight towards the Traditional-individual-oriented, while few are Modern.
They think Denmark spends enough public funds on art and culture, perhaps because they do not themselves make use of cultural offerings that frequently. Just with the exception of the church, which they visit more frequently than the population in general.
At the most recent general election, the Social Democrats and the Liberal Party (Venstre) stood side by side, but the Danish People's Party (Dansk Folkeparti) also enjoyed great support among Pair of Hearts, who are diligent at using their right to vote.
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