Provincial youth
Young singles in the province without kids
Live in modest apartments
Occupational trained, employed in specialist positions
Quick consumer loans and clubbing
Fitness and secondhand fashion
Streaming and SoMe
When one belongs among Provincial youth, one is either in one's twenties or at least under 35, as more than half of them are. In fact, one in ten has just "got pepper", because they have just turned 30. A fixed tradition in the provinces. They are still young, and many have not yet started a family. Three out of four are in fact still single. The type consists of both Danish young people, whose parents have lived in the provinces for generations, as well as a number of new Danes.
The education level is relatively low, but some are still studying, and many have already completed a vocational education. Although the employment level is high in Denmark, there is still among Provincial youth a larger proportion who are not on the job market.
Around half are supported by the public sector. The rest are primarily employees at a lower level - not all in permanent jobs; many are perhaps part-time or paid by the hour. The income is therefore spread in the lower half of the scale. The wealth is also low and, for a good half, even negative.
Most rent, while the rest live in an owner-occupied home traded somewhat below the national average. These are usually smaller flats, often erected before the 1970s. You typically find them in larger provincial towns or within convenient distance of a provincial town, where one can still easily take the bus or the local train to town. That is why a little over half also have no car.
Provincial youth live a social life, and several times a week they are together with family or friends. It may be dinner at the family's or Friday cosiness with friends.
There is partying in all social classes, but Provincial youth would probably think that their parties are the most fun. One warms up for the night out at each other's homes before the trip goes to the city's club or music venue, where most meet several times a month.
Besides the discotheque visits, they also gladly go to the cinema or to a stand-up show. The transport there and back is handled either by bicycle, scooter or by public transport, including the regional train. One in five takes that regularly when going to the nearest larger provincial town to shop or party.
You can be certain to find loyal fans of the football club, either the province's or the local club, among Provincial youth. To watch "ball" is a good way to strengthen the togetherness with friends.
With many activities and a limited budget, there is less money for other consumption. Foods are therefore bought in the discount supermarkets, and few think there is surplus to look for environmentally friendly or organic ingredients. On the other hand, they gladly buy the supermarkets' own cheap brands where possible, and gladly slimming products, so one can keep looking good on the dance floor.
Despite the provinces' many opportunities to do sport, Provincial youth are mostly into fitness training and runs. Not because they have no interest in sport; they keep up well with football and handball, there are just not many of them who do it. When they are at the training centre, it is about working up a sweat on the brow and keeping up the well-trained appearance. After training they hop into today's fashion - a good combination of a few expensive pieces of clothing together with something cheaper or perhaps second-hand, as is in vogue.
The daily newspaper is usually not something Provincial youth want. In fact, they read neither newspapers nor magazines to any notable extent. On the other hand, they read non-fiction, either because of their studies or to improve themselves professionally. The computer is the home's most important work tool, so it is switched on most of the day. They are of course also on social media, and besides posting on Instagram, they cover their great need for e-sport and all available streaming services of films and series as well as music. It can also be handled on their brand-new smartphone, where they are, incidentally, not shy about using free services for telephony.
A holiday is something they are fond of, and they travel more than others in the provinces. A trip to a rented holiday home with friends or shorter weekend trips to a European big city is a hit - especially if the nightlife is buzzing. There is also time for bus trips; perhaps just across the border to stock up before the summer's festival.
In terms of values, Provincial youth are mostly Individual-oriented and lean most to the traditional side. Precisely being more traditional distinguishes them from the other youth types. It also comes through in the attitudes, where they to a lesser degree think that Denmark should engage internationally or do more for refugees and immigrants. Not that they otherwise have great interest in politics.
At the most recent general election, it was under 70% who found their way to the ballot boxes. Here most voted for the Social Democrats, but otherwise their votes distributed especially across the other large parties with an overrepresentation for the Liberal Alliance and the Red-Green Alliance (Enhedslisten).
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