Golden generation
Elderly without children in big houses
Support one or more charity foundations on a regular basis
Seniors but still working
Curious cultural consumers
Garden, health and DR2 on the telly
Frequent travellers, often to the big cities
The core of Golden generation are older couples over 66 years. The children moved out long ago but often come to visit. Their wealth lies on average around four times higher than the national average, so one could be tempted to say that they have silver in their hair and gold in their mouth. The income is, for most of them, also quite high. Although they are advanced in age and many are retired, by far the most still work. And they do so because they really want to and can. They may be senior managers, higher salaried employees, researchers or self-employed, as almost one in four has a business at their home address.
Their education level is generally quite high, considering the generation. A quarter have a long higher education, and almost a third have a medium-length higher education or a bachelor's degree. Another third have a vocational background. They are spread evenly from the middle to the upper class.
You find Golden generation where property values are high, and where the villas are often 180 m² or larger. A few are row houses in the expensive end. They are located in the environs of the capital and the larger cities in the regions. Virtually everyone has a car, and at one in three there are two or more cars in the driveway. Several also have more expensive holiday homes.
Golden generation live a comfortable life, where time is prioritised to potter about the garden, take a day on the golf course, do handicrafts, take an evening class course, see a theatre performance or an exhibition, experience a classical concert or an opera. It need not be in the local area, for they gladly go on excursions in search of new cultural experiences. Sunday more often offers a trip to church for this type than for the population in general.
You can discuss many topics with Golden generation folk, for they keep themselves well-informed in the morning paper, which many of them still subscribe to. Besides the day's news, they also gladly read about health, politics and design. Børsen is subscribed to by many, where they actively follow the share and bond market. In addition, they also keep up with local and regional matters in the local paper. And they like to listen to the radio and read books.
The internet is in use on both the computer and the tablet, though not as often as for the average. It is, however, not social media that occupies them. One in three reads periodicals of various kinds, gladly with themes about travel, culture and the like. They also read about golf or sailing, which both interest and occupy them in their leisure time.
It does not stop at the reading. Golden generation make an effort to support the causes that occupy them. Perhaps they try to reduce their climate impact, or they choose to support particular causes. Many are members of a nature or environmental organisation and support several larger NGOs regularly.
Golden generation folk are also attentive to their health. Therefore, you can often meet them at dancing, golf or gymnastics. Dinner, too, is gladly of the sensible and organic kind, worked into the classic recipes.
With all those activities, there is a little less time to visit friends and family or receive visits, although The Great Bake Off here too seems to have spurred on the baking urge. The holiday for Golden generation will be spent in Denmark, in a foreign big city with cultural experiences or on a trip south. They have previously tried many different forms of holiday, including cruises, which they enjoyed very much.
In terms of values, you find Golden generation among the Traditional-community-oriented and Community-oriented. The attitudes vary, but they can agree on supporting Denmark's role outside the country's borders, which differs from many others in the same generation. They themselves support it in that many of them are members of a humanitarian organisation and almost one in five of a nature or environmental organisation.
At the most recent general election, by far the most were, true to democracy and tradition, out to put their cross, and it was placed especially to the right of centre.
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