Urban living
Small rental apartments
None or few kids, could be sharing children
Occupational trained, read specialist magazine licitationen.dk
Community-oriented – and self-pampering
More lamb, less pork
No time to waste, run fast and work hard
Among Urban living, one rents in the big city, either privately or in one of the many social housing units. The families are predominantly singles, but there are also a number of couples, though only very few with children. Therefore, the flats are also smaller, often with two rooms, but in many cases just a single room. A good one in four families is of an origin other than Danish and therefore fits well into the urban environment.
The education level is at the national average, though with an overweight of upper-secondary educations, both general and vocational upper-secondary as well as bachelor's degrees. A third have a vocational education and are presumably well employed within the construction and civil engineering industry. These are good times, so unemployment is low, although it is above the national average. You may meet them early in the morning on the way to one of the city's many building sites, or on the way home after a long night shift. Those who are not fully educated are well on their way, but they take the time it takes, as life, after all, also has to be lived.
The income is lower than the national average and the wealth somewhat below. This gives certain financial limitations, but it is not necessarily something these urban bon vivants feel clipped by. They will surely get out and get the city's air under their wings anyway.
A little over a third have a car. The rest handle transport by bicycle, e-scooter or by bus. It is also more flexible in a big city.
Home in the flat, Urban living love to cook. It may gladly be finer food from new recipes, which they find online. While the food is being prepared, they may listen to a podcast or two. The shopping is done as close as possible to the flat, but if it is to be extra good, they will gladly go a little further to get to Irma or føtex. Lamb is often put in the basket and pork rarely. It would have to be a roast pork at Christmas, or if it is a good offer.
They are selective and gladly pay for precisely the entertainment they want to watch. Why pay for something one does not use? Therefore, they also stream, rather than switch between fixed TV and radio channels. Although they gladly shop for goods online, especially Amazon, a larger proportion of Urban living are nevertheless concerned about online payment and prefer to pay with cash in the shops, as long as that is possible.
When they leave the flat, they want to look good. They care about their appearance and think that the way one dresses tells who one is. For the same reason, there are many who really like to spend money on indulging themselves.
Urban living are regular members of the local fitness centre, but you can also meet them on a brisk run. When they come home, several of them unwind with e-sport.
In terms of values, Urban living tend between Traditional-community-oriented to Modern-community-oriented, but no doubt that they are attracted to the community in the larger cities. Politically, they are clearly red, with a large overweight on all parties to the left of centre.
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