Home comfort
Middle-aged singles without children
Live in public housing in the province
Relatively high unemployment and low purchasing power
Installment plans and negative wealth
Eat readymade meals and takeaway on a regular basis
Shop at discount stores and ride a moped
Home comfort are of a mature age; they are typically from their late 40s and upwards. Most are single, and most often there are no children in the home. Either they have moved out, or the stork never found its way to Home comfort. A good one in five are of an origin other than Danish. Now and then they long for their former home under warmer skies, but in the new home in Denmark, they have found peace and quiet.
The education level is low, and close to half went straight from primary school out onto the labour market. Those who have educations are often vocationally trained.
The employment level and rate are lower than among the population as a whole, and unemployment is correspondingly high. This rubs off on the wealth as well as the income, which for many is quite low. In fact, the income lies at under half the national average, and by far the most have larger debt items that they are trying to pay off. Home comfort distribute fairly evenly from the middle and working class to the lower class.
Home is best when one rents a social housing flat of up to 100 m². You can visit them everywhere in the country, from the smaller communities to the larger provincial towns.
A few percent have taken up the fight with unemployment and become self-employed with a registered business in the home. From here they typically handle tasks within transport, cleaning and childminding. Some are also self-employed craftsmen.
We are not dealing with a type that goes for riches or a breakneck career. Work is done to maintain a quiet life in homely surroundings. One is fond of the close at hand, which also includes visits to friends and family.
With a sparse budget, shopping is done in the discount stores - also when new recipes are to be tried out.
For although this type prefers the familiar, there are also some among them who like to cook, while others try a ready meal. They gladly admit that they are to a high degree influenced by advertisements and yellow prices when they shop. Home in the shopping net they gladly have Samvirke or one of the other free magazines.
Sport is primarily something one follows from the sofa, but several are also active in a fitness centre or on the local gymnastics team. Otherwise, it is the bicycle that keeps them going, but the moped is also frequently aired out.
Besides sport on TV, there is eager clicking around between the large broad channels, where TV 2 Charlie is one of the favourites. One often lands on an entertainment programme or a good crime drama. When Home comfort go out, several of them regularly choose a musical experience. But in everyday life, the trip most often goes to the library to pick up a book, or out to buy the newest SE og HØR or Ældre Sagen, which many also are or perhaps will soon become members of.
They are online too - despite the fact that they cannot see the great advantages of IT and do not feel comfortable with online payment. But when one needs to chat or play online casino, the internet is acceptable.
"East, west, home is best" is a motto that suits this type well. A holiday is something they have been on, but probably will not go on again right away. For most of them, years can pass between holiday trips.
In terms of values, Home comfort are very Traditional. They think that everything changes too quickly and that globalisation and modern technology are frightening. Denmark should to a greater extent look after itself and solve its own problems first. They also think that we do enough for refugees and immigrants today.
At the most recent election, votes were cast broadly, but especially the Social Democrats and the Danish People's Party (Dansk Folkeparti) got many votes from this type. There were, however, also quite a few who did not vote at all.
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