Young co-op dwellers
Attractive condominiums in the city
Young, no kids
Well-educated or will soon get their degree
Low purchasing power, but a high cultural consumption
Meal boxes, green and organic
Airbnb and wellness stays
A good one in three of the Young co-op dwellers are under 30 years old, but they are also found older. By far the most are singles, while very few have children. Those who have children have only a single one, but perhaps there are more on the way, and the small family must therefore look for a new home soon. Many are well-educated – and several are on their way to becoming so. Those of them who are fully educated hold relatively good jobs. The income is still most often modest or in the lower half of the scale, but there it hardly remains.
Their wealth looks modest on the surface. For behind the large but young debt hides a co-op share certificate, the value of which the tax authorities or other bodies do not, however, know. If the mortgaging in the housing co-op is in order, the value of their share may turn out to be far greater than the debt incurred. Their wealth can therefore be quite positive. There are, however, also examples of the opposite.
The Young co-op dwellers represent all social classes; none really stands out. But it probably will not last forever, as many of them have only just got started and are now working to advance their career.
The co-op flat is typically under 80 m², and a third under 60 m². When you go to visit them, you should look for an older multi-storey building, primarily in Copenhagen. But it may also be that you have to go to Aalborg, Odense, Aarhus or, in rarer cases, other Danish provincial towns.
A small handful of the Young co-op dwellers have a CVR (business registration) number at their home address, and here we find a particularly high proportion of artists and self-employed freelance consultants.
After many years on student grants (SU), the Young co-op dwellers are now finally getting their career going. They simultaneously enjoy having grown a little older, but still free to do what they want. Therefore, both time and money are spent on realising one's needs and wishes. It is cool to be the first in the circle of friends to try the newest within wellness, cosmetics, IT, smartphones, cameras and other luxury products. The city's cultural offerings are enjoyed on a large scale, although they do not go out as often as the City Singles. They would rather have a good concert or musical combined with dinner at one of the city's more trendy restaurants. Dinner parties at home are also frequent, with a large proportion of healthy, green and organic on the table.
Although consumption is high, the Young co-op dwellers make sure to save up for a coming larger home, where there is room to build a nest. So in return they save on the car and hop on the bicycle or use public transport to get around. It is, after all, also more environmentally friendly, and the bicycle is a good supplement to the training that many get out to every week. A brisk run can also be on the week's programme.
The holiday lends itself well to sending a signal that one thinks about the environment and therefore takes the train - perhaps on Interrail or somewhere within the country's borders. One in three has in fact holidayed in Denmark in the past year. Another third have, however, been abroad, often with the backpack on to the East or other places in the world. When they travel, it is gladly on AirBnB stays, while at the same time renting out their own home and thereby getting their finances to balance. On the way during the trip, they have probably read yet another good book or listened to a podcast. It may also be that a Costume or other fashion and lifestyle magazines have crept into the hand luggage. It is always good to keep up with the trends of the times.
The tablet and smartphone have certainly also been along on the holiday, for the Young co-op dwellers are very digital. The net is part of their everyday life as a natural tool. They use it for work, education and entertainment. They stream series and films, read about their interests and keep up with politics, culture and other news. Social media is checked several times daily. One in ten also tries their luck with an online dating profile.
The Young co-op dwellers do not see globalisation as something frightening. On the contrary, they support Denmark's engagement in challenged areas and think we could do more for the refugees and immigrants who come to the country. A large part themselves support one or more NGOs.
They also worry about the environment, which they see as a global challenge, where it must be more important to protect it than to let industry grow. Therefore, many in the Young co-op dwellers choose environmentally friendly products and try to avoid artificial additives and other chemicals in the food.
In terms of values, most of the Young co-op dwellers are community-oriented in the Gallup Compass. They are fond of the welfare state and do not think that tax cuts or privatisations will strengthen society. On the other hand, they would like far more public funds to go to culture.
At the most recent election, just as many voted for the Red-Green Alliance (Enhedslisten) as for the Social Democrats, closely followed by the Social Liberals (Radikale Venstre) and SF. At the next election, it appears that the Red-Green Alliance will become the largest party among the Young co-op dwellers.
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