Well-educated and well-informed retirees
Large single-family houses in the province or towns
Middle class and high purchasing power
Gardening, good times and good health
Local issues and volunteer work
Denmark should look after itself
In terms of age, the Experienced senior are from their mid-sixties and upwards. By far the most are couples, and the children moved out long ago. There is therefore ample time for their interests.
The education level is high for the generation, as close to half have a higher education. One in six in fact has a longer higher education.
The income distribution reflects that by far the most are pensioners and receive a state pension. Nevertheless, their income lies at the national average, as several still work or benefit from regular payments from their holding company or self-paid pension schemes. The Experienced senior have managed to build up a fortune that is more than twice as large as the national average. They predominantly belong to the middle class.
Their single-family houses, and in a few cases row houses and other housing forms, were erected from the post-war years up until the early 80s. They are often quite spacious. Our Experienced senior in their time fell for prefabricated houses and master-mason villas, as well as bungalows in funkis (functionalist) style. By far the most are both bought and fully paid off. It is not abnormal that they themselves had the house built and have lived in it most of their adult life. The house of course has rooms ready with made-up beds for when children and grandchildren drop by. Not only that, but one in six also has a holiday home. Most also have a car - one in three families has as many as two cars - so they can get to the holiday home or into the shopping centre in the nearest larger town.
They typically live in provincial towns and villages, which are found first and foremost out in the regions.
One in six has registered a CVR (business registration) number at their home address. Often a holding company, a consultancy or an association they represent as administrator, treasurer or in a similar role.
The Experienced senior are big cultural consumers. They often go to art exhibitions and indulge themselves with monthly dinners out followed by a classical concert or other performance.
They are more active in the culture house than in the church. You therefore do not see them as often in church as the rest of the G group, although most are members of the national church. Religion fills their consciousness, but mostly because it is a lovely tradition that gives a little peace in a world that changes far too quickly.
The Experienced senior keep going with a trip in the garden or by finishing off the do-it-yourself project they have started indoors. Such a house has to be maintained, and it is nice to be able to do it oneself, even if the body aches a little afterwards. In addition, the Experienced senior keep in shape with a trip to the gymnastics association, the swimming pool or the golf course. But beyond that, sport is something they would rather watch on TV.
The television is also where the veterans keep themselves wise and updated about politics and society. The local matters in particular interest them, and they therefore also follow the local paper attentively. When the coffee has been drunk and the paper read, the trip goes to the library, where they pick up new reading material, unless a new title from the book club happens to lie in the mailbox. In addition, they gladly read the free magazines Samvirke, Helse and idenyt. Many are members of Ældre Sagen and therefore read their magazine. Of weekly magazines they prefer Familie Journal and Hjemmet, and of dailies Jyllands-Posten is one of the favourites. But they also read other of the large regional papers, and Kristeligt Dagblad has a large part of its readers among the Experienced senior.
When the eyes grow tired, they switch on the radio to P4, P1 or the local radio to keep up with what is happening.
They do not think modern technology is an advantage; it is rather frightening, and several fear it can take power away from us humans. Some of them therefore have no access to the internet at all. But those who do use the computer to follow their investments, check the weather forecast or google travel inspiration. Occasionally they also click past a social medium, but it does not happen every day. Nevertheless, most have an email address and a profile on Facebook.
The Experienced senior often go on holiday and are more well-travelled than the rest of the G group. Several have been on annual trips to Thailand or the sun of the south, and some have been on larger cultural journeys, perhaps on a cruise or a trip to Machu Picchu in Peru, one of the great holiday experiences they look back on time and again with enthusiasm.
In terms of values, they are most often Traditional. Many in combination with being Individual- or Community-oriented. At the most recent election, the Experienced senior, like others in the G group, voted especially for the large traditional parties such as the Social Democrats, the Danish People's Party (Dansk Folkeparti) and the Liberal Party (Venstre). It appears that the Conservatives will get great support at the next election.
In terms of attitudes, it comes through that they think Denmark should to a greater extent look after itself. They think globalisation is frightening and fear that traditional family values will disappear entirely.
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