Conzoom type E4

Kids on the block

Kids on the block

Kids on the block
Segments
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Urban diversity
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Kids on the block

Characteristics of conzoom type E4

Well-educated and multicultural

Mom, dad, kids and average incomes

Midsize non-profit housing

Activities in the communal house and ball games in the courtyard

Slimming tips, make-up and fashion

Volunteering and charity

Geodemography

Among Kids on the block we find predominantly couples with many children - more than one in three has two or more children. They live side by side with a number of singles without children or with shared-custody children. There is life in the backyard, or the courtyard around the apartment block, where the children play together on the newly renovated playground.

Almost half are of a background other than Danish, so words are exchanged in many languages in the courtyard or on the ball court. The education is higher than the national average, but despite this, the wages lie somewhat below the national average. Perhaps because they have stood at the back of the job queue, or perhaps because only one of them works, while the other stays home and looks after the children. The employment level broadly reflects the Danish average.

Our Kids on the block live in flats that are typically 70-115 m². In most cases, there is room for the children in their own rooms, but there are probably also several homes where children share a room or the parents pull out the sofa bed in the living room every evening. They live predominantly in social housing associations but can also be seen in other forms of housing.

Although the families are large, only half have a car. But when you are Kids on the block, you already live in the city and have everything within walking distance. Otherwise, it is just a matter of hopping on the bus and riding a couple of stops to get there.

The Gallup compas

The model on the right shows where the Conzoom type is positioned in relation to the Gallup Compass.The Gallup Compass is a segmentation tool that, based on value‑ and attitude‑based questions, provides nuanced insight into consumer behavior, values, and lifestyle.You can read more about this in the section below.

Behaviour, lifestyle and attitudes

Life is lived in the large families, gladly at home or at the community house for free activities and events. In summer it is lovely to meet up with family and friends on the city's squares or at the beach.

If there is time to spare, Kids on the block gladly sign up as volunteers to help out at the community house or for national collections and as assistant coaches on the ball court.

Home in the flat, social media is checked. There is especially keeping up on Instagram, where Kids on the block care about getting the right filter set before they post pictures. The job ads are also studied online, to see whether there should be a job that can move the Kids on the block up the career ladder - or at least give a little extra in the pay packet, as it is expensive to have many children in the big city.

In everyday life, a run is good, if one does not get past the fitness centre. On days when everyone in the family is out at activities, ready meals are gladly served or fast food bought locally. Fortunately, there are by now many healthy alternatives in the city's offerings.

Around the dinner table with the large family and the many friends who often come to visit, politics is often discussed. The attitudes predominantly have a red political angle, and around the table one thinks that everything changes too quickly in society. There is far too great a gap between rich and poor, and there is a need for more money from the state, so the children can get bigger and more cultural experiences.

In terms of values, Kids on the block are not surprisingly strongly Traditional to community-oriented in the red camp with an overrepresentation of all parties to the left of centre.

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