City pulse
Top managers and high positions
Well-educated and well-informed
Modern and untroubled
High purchasing power and huge cultural consumption
Ski holidays and sports vacations
Specialty stores and luxury brands
The hearts of City pulse beat at all ages. They are evenly distributed between singles and couples - and then there is about one in ten who do not fit that picture; they live in communal living arrangements or alternative families. Under one in four have children, but often just a single infant or pre-school child, perhaps two. A good one in five are of an origin other than Danish, and a larger proportion come from the EU or another Western country, but also from the rest of the world.
The education level is quite high - far higher than in the population in general. Three out of four have a higher education, and almost half have completed a bachelor's degree or a long higher education.
If one takes the pulse of the employment level, it too is really high, and so is the employment rate. More than one in four holds a higher position; some as senior managers, and in half of all households there is at least one senior manager or someone employed at the highest level. Therefore, the income is typically also right at the top. Both income and wealth are more than twice as high as the national average. In addition, many sit snugly on shares or bonds. You typically find City pulse in the upper middle class, and one in four in the upper class.
When you visit them, you can count on there being plenty of space. They live in flats of over 100 m² located either in brand-new and very modern and functional multi-storey buildings - or in older, thoroughly restored buildings. You find the addresses in the most coveted neighbourhoods of the city - either in the big city or a larger provincial town. Three out of four live in Copenhagen, and more than one in five runs a business from their home address, very often a consultancy or financial business.
Two thirds have a car, and one in six has two. Perhaps it is the same sixth who also own a holiday home, typically worth more than two million kroner.
To keep up with City pulse, one has to work quite a bit. Many do not, indeed, feel they have enough time, for a working week of 50 hours or more is not abnormal. They toil to manage it all, and interest time, like quality time, is not an unfamiliar concept for this type. Fewer than usual are members of a trade union, and they predominantly think it should be voluntary whether one wants to be a member or not.
City pulse constitute the very big-city pulse, or are at least a large part of it. They use the city when they go out to eat or make use of the many cultural offerings. They are especially overrepresented at concerts, ballet and opera performances, but by now one meets them everywhere there is pulsating cultural life.
In everyday life, health is highly prioritised. On the dinner table, the food should preferably be green, healthy and environmentally friendly. Therefore, it is often organic, and the ingredients may easily have been bought in local speciality shops or, for the Copenhageners, at Torvehallerne. When groceries need buying, they swing past shops such as Irma, MENY or føtex.
If the pulse needs raising, it is a trip to the fitness centre. But on the whole, they are keen on exercise and do virtually all sports - as long as it works up a sweat on the brow and keeps them going.
City pulse also gets going daily, for many choose to take the bicycle to practical errands or experiences in the city. If it rains or they are dressed up, they gladly hail a taxi, which happens at least weekly.
They are well-informed and interested in most things. The sources are periodicals, fiction and non-fiction and at least one of the major dailies, either in print or online. Børsen is also quite popular, for one has to keep up with the development of one's shares. They also follow economics and tax matters with interest. If it is to be the softer genre, magazines such as ELLE, RUM, Bo Bedre, Euroman and Costume are leafed through.
The internet pulses constantly in the home, and it would be hard to do without it. It is used a lot for the serious, such as checking the share prices or the news; work and online banking - but also for the fun, like booking trips and updating on cultural news. Although they are probably more online than most, something suggests that they have gradually begun to become more selective in their use of especially social media.
In terms of values, City pulse are very Modern, swinging from the Modern-individual-oriented to the Modern-community-oriented and Community-oriented. Society's development does not worry them. They do think that traditional family values can be preserved in a globalised world, and they are positive towards Denmark's international engagement. They would like us to do more for refugees and immigrants, and they themselves try to make a difference as members of a humanitarian organisation. More money could also gladly be spent on culture, but otherwise they are well satisfied with the welfare state.
At the most recent general election, the voting was spread out, but most voted for a party in the centre-left coalition. It is, however, worth mentioning that among those who voted blue, the Liberal Alliance and the Conservative People's Party found good support from City pulse.
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