Retired craftsmen
Couples and single widows in towns and villages
Villa, doggie and a Weber grill
Danish oldies songs and needlework
Strong traditionalists with their own defined values
Modern technology is taking over our lifes
Most of Welfare founders are from their late sixties and up into their seventies. A good half are couples, while the rest are single, presumably widows. Both their children and grandchildren can manage on their own, so now Welfare founders can gradually loosen the reins and enjoy their retirement.
During their long working life, they contributed to the building of our welfare state, most often with a diploma from a craft education in hand. Others got only the primary school certificate but have managed by the principle "self-taught is well-taught". They have all left the labour market and now receive a state pension. The income is therefore not so high, but there is nevertheless a fortune to live off, which is primarily saved up through their owner-occupied homes, supplemented by their own pension and share savings. Welfare founders are founded in the middle and working class.
There is plenty of space in Welfare founders' homes. They are typically owner-occupied homes in the form of single-family houses of somewhat over 100 m². They were erected from before the mid-60s and up into the 80s. In addition, just under one in ten also has a holiday home, and over 80% have a car.
You can meet them everywhere in the country, though most in the environs of the big cities as well as in the provincial towns and suburbs.
Many Welfare founders have had a long and active working life, where it was about making ends meet and contributing to the community. Now they look back on a good life. For many of them, the work was physically hard or required more hours than one would expect today. Now they can finally relax and enjoy life as pensioners. Most are therefore fond of the calm and the time at home, where they can be themselves.
Some of them keep in shape with gymnastics - to the extent the body can keep up. The health is followed up with light products and sweetener tablets. Otherwise, they would rather avoid artificial additives. That is perhaps also the reason that many have swapped the cigarettes for the e-cigarette. There are still more smokers among this type than among the population as a whole, and they do not think the state should interfere in whether they may smoke or not.
After having worked so long for the sake of the welfare state, they want to decide over their own life themselves. That is perhaps also why they keep up well with domestic politics, culture and society in general. Local and regional matters can also be very interesting. Many read the local paper or one of the larger dailies. Half are members of Ældre Sagen and therefore read the membership magazine together with Helse and Samvirke. Otherwise, it is always lovely with a good book or just to sit in the armchair and listen to P1 and P4 on the radio.
On the TV front, TV 2 wins over DR1 and DR2. It is often TV 2 Charlie the choice falls on before bedtime.
The next morning you have to get up early if you want to catch the good offers before Welfare founders. They are namely the type who stand and wait in front of Netto, REMA 1000 and Fakta, while glancing at the wristwatch. The opening time must be kept, and they are not afraid to make their opinion known to the staff. They are, after all, the ones who are the customers.
But the best quality is, when it comes down to it, found with the specialists. So even though the supermarkets cover the daily shopping, the trip also often goes past the butcher, the greengrocer and the cobbler. One gladly pays extra for good service.
Welfare founders are well-informed about society's development, but they do not applaud it. Everything changes too quickly, and the modern technology and globalisation are frightening. They therefore think that Denmark should to a greater extent look after itself, otherwise they fear that traditional family values will disappear. Nor do they see many advantages in digitalisation, and some indeed have no access to the internet. If they do, they use it only now and then.
In terms of values, Welfare founders are strongly Traditional, with side-steps to both the more Traditional-individual-oriented and Traditional-community-oriented. They point out that the environment must give way to industry's growth, as anything else costs welfare and jobs. Incidentally, they think it should be compulsory to be a member of a trade union.
In terms of party, Welfare founders are not particularly deviant. In fact, they vote by the same distribution as voters in general, but with an overweight on the large "old" and more solid parties. Perhaps they have always put their cross there, so why change that?
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