City singles
Long education, but low purchasing power
Alternative and creative
Modern-community-oriented
Well-informed with a high cultural consumption
No to gluten – yes to climate friendly food
Use public transportation and ride the bicycle
City singles live life in the metropolises or in the country's larger provincial towns. Two thirds are under 35 years old, and as singles, by far the most are also without children. For the few who have children, it is a matter of small children who have not yet started school. The diploma is in place, and those who are not already well-educated are in the process of becoming so. The majority are employees, many even at a higher level. But close to half are supported by the public sector, as a relatively high proportion of City singles have not yet got a proper foothold in the labour market and the dream job they had trained for.
Therefore, their average income also lies somewhat below the national average. Those who are employed are in the process of strengthening their career and are working their way purposefully up to a higher income level. Their wealth is modest, and for many it is sensibly placed in an education or housing savings. Most City singles are in the middle classes, but otherwise they are evenly distributed, not because of their income level and wealth situation, but because of the many long and good educations.
City singles live evenly distributed in, respectively, co-operative housing, owner-occupied flats or renting from a private landlord. The flat sizes fit singles well and are typically 40 to 70 m². Most lie in multi-storey buildings from before 1940 to the mid-60s. In the stairwells, relatively many letterboxes are seen with the names of new Danes.
The majority of City singles get by fine without a car, as they instead get around the city by bicycle or public transport.
The computer is a natural tool for both education and entertainment, so City singles are naturally online. The net is accessed from PC, tablet and the newest smartphone alike. Here – and only here – they keep informed about news, stream TV series and watch films from Netflix and others on a large scale. What does one need a TV for anyway - it just takes up space in the small flat. So while the entertainment runs on the tablet, they check various social media on their smartphone. Some have begun to opt out of Facebook in favour of Instagram and TikTok. LinkedIn can also be a useful tool when looking for a job. And if it is a partner one is looking for, the dating profile is surely checked regularly.
Health fills the consciousness, but City singles do not do sport more often than the average. On the other hand, they get their daily exercise when they need to get around, for more than half sit in the bicycle saddle every day. If the destination is not within cycling distance, they largely choose public transport. When even more sweat needs to be worked up, it is yoga, fitness and running that are the type's preferred activity.
City singles read more non-fiction than the average, but between studies there is also room to enjoy the city's many cultural offerings and see a concert or a stand-up show. Afterwards they surely go out and drink a beer at one of the city's bars and discotheques, where you can also meet them out front with a cigarette in hand. They visit friends or family several times a week. When the friends visit them, they gladly offer dinner. It is perhaps not the grandest, but they care that it should be good, climate-friendly, gluten-free and organic. City singles eat far more pasta and rice than potatoes, far more vegetables than meat, and only very rarely pork. They can get most things cheaply at Fakta, and if they want extra good quality, they gladly pay a little more for it at Irma.
City singles are especially interested in pollution and environmental issues, and they do not think that industry's growth should be put above environmental considerations. They are more aware of their CO2 footprint than the average. More than one in three is also a member of a humanitarian or charitable organisation and works or has worked for an NGO as a fundraiser on the phone or in the street.
When they travel on holiday, it is gladly to get cultural experiences in a big city, and preferably as backpackers and by bus, so the holiday budget can be stretched a little further.
In terms of values, we find them in the Gallup Compass as primarily Modern-community-oriented. In terms of attitudes, this shows in the fact that they do not feel that globalisation is frightening. They rather think that Denmark should be open to the outside world and support our international engagement. They would like us to do more for refugees and immigrants in Denmark, but also for more public funds to go to art and culture.
Politically, City singles are very spread out, though with the weight on the far left and in towards the centre parties. The Alternative harvested many votes at the most recent general election, but does not look set to do so at the next election.
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