High flying families
Young career minded families, couples or singles
High income and higher social class
Vegetarian gourmet dinners and readymade meals
Globetrotters with a desire to travel
Important to be successful in life
Confident in their opinions as well as in fashion
High flying families spread their wings everywhere in the larger cities, but especially in the capital, Aarhus and Aalborg. They are found in many age groups, but they are predominantly younger families. It is the younger singles and more established couples who are overrepresented here. A few have a single child, but there may soon be more on the way.
They are indeed quite well-educated, or on their way to becoming so, and the income level is quite nicely above average. But compared with others in group F, Knowledge and Prosperity, they actually fly somewhat lower, and many are still employed as salaried staff at basic or middle level.
They are, however, nicely overrepresented in the upper class, but most are in the middle class or just above. The homes are in the smaller end, perhaps originally a parental purchase from when they began studying in Copenhagen, or perhaps the first real investment they have made when they got a job after their studies. Whatever the case, the wealth is low. Any loans on the home have not yet been paid off, which probably applies to two thirds of those who have owner-occupied or co-op homes.
When you go to visit them, you should look for an older classic building erected before 1940 or just after. It may also be that you are standing in front of a newly erected building with high-quality flats.
A good one in five are immigrants or descendants from the East and West around the world. Families or young people who have flown to Denmark to educate themselves and build a promising career.
We call them High flying families, because they live life in the big city at high tempo and with great focus on the career and the realisation of their own needs. They love to spend time on themselves and money on indulgence and good experiences. Therefore, you also find magazines such as Costume and Eurowoman, side by side with Djøfbladet and the day's morning paper - if they do not read it digitally.
In general, they are very knowledgeable and keep up with virtually all broad media, where it is especially the newspaper Information, Politiken and Weekendavisen that are studied.
They are online 24/7, both to be on social media and to keep up with everything from environmental politics to social conditions, fashion and lifestyle. They often land on LinkedIn, perhaps to find a new job that can get them even higher up the career ladder. They rarely have a TV, and they use streaming services alone.
High flying families are of course very globally oriented; the world is their oyster, and they are true globetrotters who travel a great deal. They take short and longer stays, gladly under distant skies. Compared with other Danes, they fly more, including domestically. Perhaps it is due to the job, perhaps the family needs visiting at the other end of the country.
When they have been out to get fresh air under their wings, they gladly come home with inspiration. Then new foods are to be tried out, preferably before friends and family. The kitchen is broad, and cooking is also about attitude. The foods should be less climate-impacting, gladly organic, and it does not matter that it costs a little extra if it is good quality. Then friends are invited to dinner, while High flying families entertain with good stories from the trips to countries in South America, Africa and Asia.
In terms of values, High flying families are strongly Modern-community-oriented, but tip politically between the Red-Green Alliance (Enhedslisten) and SF on the one side, and the Conservatives and Social Liberals (Radikale) on the other.
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