Sunny side up
Large families in big villas
High purchasing power in attractive neighbourhoods
Happy to pay extra for good quality
Fashion and nice design
Yoga and organic home baked goods
Streaming, audiobooks and book clubs
On Sunny side up typically live couples over 40 with many children. Nine out of ten have children, and a good one in four families has three or more children. The education level is quite high, and most have a long higher education. Only under two percent have primary school as their highest education level. As a result, several are senior managers or hold high positions. Even the oldest in this type still work to a large extent. Therefore, household incomes in the million class are not uncommon, and their wealth is typically double their annual income. Most on Sunny side up are, not surprisingly, to be found in the upper middle class, half in the upper class.
The sun shines on the residents of the large connoisseur homes, and their houses are often up to 180 m² or more with the best location in the most coveted neighbourhoods of the big cities. Common to them is location, location, location, and most have a view of lake, sea or open landscapes. The property valuations rarely keep up with the real sale prices, but conversely the prices are very susceptible in times of crisis. Many have felt that. Some also have a large holiday home or a holiday property abroad, often worth over two million kroner.
To get around, one drives a car. Virtually everyone on Sunny side up has one. Four out of ten even have two or more cars in the driveway. Almost a third also have a company name on the house's mailbox in the form of either a consultancy and one or more financial holding companies.
The career fills a good deal on Sunny side up, both in the calendar and in the heart. The job often takes them across the country or further. In that case, they take the car or fly, rather than use public transport on land.
That does not mean, however, that they do not get moving, for they actually prioritise their training highly. It is then fortunate to live close to scenic areas where one can train outdoors. Perhaps they are training up for a triathlon, for there are many who do running, swimming and cycling.
Digitally, Sunny side up are really well up to speed, in that they both use and feel comfortable with the modern technology. They therefore shop quite a bit online - including groceries. In addition, they get a stream of news and information online, including the daily update on the price and interest development of their shares and bonds. The internet is also used to keep up to date on news, politics, investments, travel and social media.
Sunny side up have lately begun to go to church. They do not otherwise perceive themselves as particularly spiritual, perhaps rather sensible. They do not leave things to fate; many have illness and health insurance, savings, a burglar alarm and roadside assistance.
Even though one lives on Sunny side up, one can well need to see the sun shine from a new angle. That is why many have been on a sun holiday, a city and culture holiday or an extended weekend several times in the past year. The holidays are highly prioritised, and the family gladly travels together. They do, however, avoid as far as possible driving by car to the destination - and never by bus. Instead, they would rather rent a nice car when they land.
Back home, you can often spot this type at the theatre and at museums. They would rather spend time on that than TV or radio. When it must be, they prefer to choose their entertainment themselves.
While Sunny side up read fewer and fewer newspapers, they read instead many editions of various fashion and lifestyle magazines. Added to that are surely a number of foreign periodicals. In the magazines they find inspiration for the family and new food recipes, which they gladly throw themselves into. The ingredients are often found in speciality shops, and they gladly pay extra for good quality.
In terms of values, Sunny side up are to a greater degree Modern and Modern-individual-oriented. Therefore, they are not worried about the speed at which society and globalisation are developing. They do not think there is a large gap between rich and poor in Denmark, or that money should be a measure of how well one does. The environment is, in their opinion, more important than industry's growth conditions, and in foreign policy they would like Denmark to stand as an active player.
At the most recent general election, the right wing was Sunny side up's favourite, and they are good at using their right to vote.
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