Happy and harvesting
Highly educated, well-off couples or singles
Privileged upper class living
Wealthy through hard work and property
Frequent travellers, often to the big cities
Go out regularly – big consumers of culture
Hope to win the lottery with Tips og Lotto
Happy and harvesting consist of more couples than singles, and under a third have children. Two thirds consist of 40- to 65-year-olds, and half are between 50 and 65 years old. They are therefore primarily middle-aged, who can surely look forward to a happy retirement.
They are privileged without flaunting it, perhaps because many of them are not aware of which social class they actually belong to. They therefore also do not make a big deal out of actually being part of the upper class and belonging among the country's richest, who live in the most expensive homes in the country's most expensive areas. They just know that they have taken a long education, advanced in their career and become … Happy and harvesting. Here we are dealing with some of the most highly educated in the country, with a fortune built up over many years in the labour market.
Most have a car, and if they are a couple, they of course have two. It is nice when both work - and practical if one arrives at the holiday home at different times, perhaps after picking up or dropping off children to the ex-family. A third likewise have one or more CVR (business registration) numbers registered at their home address.
Happy and harvesting are in every way down to earth - both in life and in the flower bed out in the garden. Even though they could afford to pay someone else to do it, they did not grow up with either a gardener or a housekeeper, so it is quite natural for them to handle the practicalities of house and garden themselves. That is why they often come to the DIY store for new goods for their many do-it-yourself projects in the house. Søstrene Grene is also a good place to find inspiration when the decor inside and out needs sprucing up a little.
Relaxation at home most likely equals reading newspapers and magazines. These types are very inquisitive, and they keep up with the major dailies, either in print or online. They also read Børsen, Weekendavisen, Finans, Aktionæren and, depending on occupation, Ingeniøren, Sygeplejersken and DI Business. There are also several who click onto euroinvestor.dk to check the day's share prices. It is a matter of getting the investments optimised before retirement.
When one lives well and has everything one needs, one is Happy and harvesting. Completely happy one could perhaps become if one won the really big prize? That is possibly what these types think, for they have a greater urge than the average to gamble on everything from scratch cards to Joker and EuroJackpot.
They also feel like experimenting with new recipes in the kitchen and gladly invite people to dinners at home. On the table there is often varied and organic food, made from good ingredients. One gladly pays a little extra to indulge oneself and one's guests.
It is bliss to go on holiday, and virtually all forms of holiday are booked. The annual skiing holiday is just as big a hit as the summer holiday in the sun of the south, but it also becomes several weekend trips to big cities. Here they quickly find the best restaurants and a host of good cultural offerings.
In terms of values, we find Happy and harvesting in virtually the whole Gallup Compass, but they are more Modern than Traditional. At the most recent election, they likewise voted quite broadly, though with fewer votes for the Danish People's Party (Dansk Folkeparti) and only a few for New Right (Nye Borgerlige).
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