Heart warmers
Low purchasing power – high quality of life
Very sociable and community-oriented
Enjoy watching TV and being at home
Classical music on the radio channel P1
Yoga, gymnastics and dance shows on the telly
Supermarket chain Irma and homeless magazine Hus Forbi
Heart warmers are single adults of all ages; a good nine out of ten are over 50 years old, and half are retired. Only one in ten still has an older child living at home. They make up a marked part of the urban diversity, where great diversity is experienced under the same roof. A good one in five are families of immigrants or their descendants, most from non-Western countries.
The educational background is mixed, but not surprisingly for the generations, Heart warmers have primarily a primary school or vocational background. The main part, two thirds, are on some form of public support. A good half have already retired or are on their way to it, while the rest are still employees. The income level is not so high, but they are thrifty, and many have a small saving in the bank. Heart warmers are predominantly in the middle and working class. They have worked hard throughout life to make ends meet.
When you visit them, there is plenty of Heart warmers, but not much room in the house. Many of the flats are under 60 m², most under 90 m². For the majority, the home is rented, most in social housing. These are multi-storey buildings, where one lives close and can keep up with the goings-on of the neighbours. That does not bother Heart warmers – it is just part of life.
Most prefer public transport over a car. The light rail, Metro and S-train run directly to the large shopping centres, where Heart warmers like to shop.
You find Heart warmers especially in the capital, where a good half live. The rest live in the environs of Copenhagen or in a larger Danish provincial town.
Heart warmers are more social than the average and more often have dinner guests, perhaps not many at a time in the small living room. The menu gladly offers new dishes, and the ingredients may well be carefully selected in speciality shops with inspiration from cuisines all over the world. It need not be boring, even though it is traditional.
Sport is best followed on TV, but several make sure to keep active with gymnastics, yoga, or another form of movement that can prolong the good life. A run, a brisk walk in nature or perhaps on the golf course is also something some choose. A small core gladly cycle or swim a few lengths to keep the body going. As a means of transport, the bicycle is perhaps not the first choice, but it is a good supplement to public transport – also when they need to travel across the country.
When they need entertaining at home, Heart warmers switch on the TV. They also use the net, gladly from a tablet, as it is practical and easy and provides plenty of information and entertainment. They log on, for example, to Facebook more than their children, soon also to Instagram, but rarely to Snapchat or TikTok.
Heart warmers gladly buy Hus Forbi and give the homeless person a little extra change on top. Many support or are a member of a humanitarian organisation, and a good one in four subscribe to Politiken. On the other hand, they spend less money than before on going out; at least it happens more rarely.
When the budget allows it, they take a holiday. Heart warmers are versatile in their holiday choices and gladly travel in Denmark, the Nordics or south on a sun holiday. Common to all the trips is that Heart warmers always look forward to the next trip. As among many other pensioners, golf holidays are soon just as popular as charter holidays in the sun of the south.
Heart warmers take an interest in politics, just as the interest in environmental and pollution issues is steadily increasing for this type. They think that privatisation equals efficiency, and some think that we do too little for refugees and immigrants.
In terms of values, they are situated in the Gallup Compass in the Traditional to Community-oriented segment, which is also expressed politically. If they voted, that is, for their share of votes is quite low. So it was at the most recent general election too.
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