Patchwork and knick-knack
Elderly traditionalists without children
Live in smaller old apartments
Like watching TV and doing needlework
Health and alternative medicine
Read the local newspaper and novellas in the weekly magazines
The world is changing too fast!
Patchwork and knick-knack are advanced in years; they have held their 60th or even 70th birthday. Many are single, and most no longer have children living at home. The main part were born here in the country, and the rest are predominantly from the Nordics, the EU or another Western country.
The education level is a little lower than among the population as a whole. Some have managed with primary school, and some have completed a vocational education.
Their employment is most often as an employee or pensioner, and therefore their average income is not so high. The wealth too is relatively low and for some negative. We therefore find most Patchwork and knick-knack in the working and middle class.
They invite you in to multi-family houses and flats of 60 to 90 m², where there may be decoration with home-embroidered cushions on the sofa and vintage collector's plates on the wall. The homes are mostly located in the provincial towns, but there are also a few in smaller communities. A good two thirds rent, while the rest predominantly own their home. Seven out of ten have a car and one in six even several cars.
They live a quiet life, where those who are still in work mind their own, drive home in the car and have dinner ready for the 6 o'clock news. During the cooking, they listen to P4 on the radio, so they can keep up with what is happening. The news on TV they also cannot do without; first they watch it on TV 2 and then on DR1. It may also be that TV 2 News or TV 2 Charlie runs in the background while they leaf through the local paper or Søndagsavisen. Patchwork and knick-knack in fact keep up well with what goes on in the local area, and they take a great interest in regional and local politics. But in the lunchroom at work, B.T. or Ekstra Bladet is read.
Among Patchwork and knick-knack, they gladly enjoy a little handicraft to keep the hands occupied. When they feel like new experiences, they go to exhibitions and museums. You can also easily meet them at an evening class course or at the church service on Sunday morning.
They are also fond of travelling, gladly on a bus trip through Europe or shorter culture and big-city holidays.
At weekends, it happens that there is a visit from the family. Then dinner is fussed over, and perhaps a little extra good is served with the coffee. But not too much, for Patchwork and knick-knack care about health and well-being just as much as they care about food and consumer issues.
To take an interest in health is apparently not the same as practising it. Exercise is not at the top of the shopping list that hangs on the fridge. On TV, however, they actively follow when there are big events such as the Olympics, including especially athletics. Otherwise, women's and men's handball is watched. If they themselves were to take up training, it is primarily gymnastics they go to.
One in five uses the bicycle as a means of transport, when the trip goes, among other things, to the library for fiction or to the kiosk to pick up the new issue of BILLED-BLADET or one of the other large weekly magazines. The magazines are read diligently and swapped with friends, so one can get to read them all. A larger part also read Samvirke or Ældre Sagen.
Although several read the magazine Komputer for alle, not everyone has quite taken modern technology to heart. They think it is frightening and can be nervous that it takes power away from people. They are uneasy about online payment, but some, however, feel comfortable enough to find entertainment, gladly games and competitions, online.
In terms of values, Patchwork and knick-knack are Traditional, Community-oriented or a combination of the two. Their attitude is that globalisation is frightening, that society changes too quickly, and that Denmark should to a greater extent look after itself and do more for the weak and elderly. They appreciate the welfare state and do not think privatisations can improve anything.
Patchwork and knick-knack are core Social Democrat voters, but the Socialist People's Party (SF) and the Danish People's Party (Dansk Folkeparti) are also in the running to get their vote.
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