Carefree and Active

"We’ve been looking forward to this moment for a long time: the children have left home and we have sold our business. Now we have plenty of time to enjoy the good things in life!"

Carefree and Active

What a carefree life they lead, these predominantly over-50s still living life to the full! They are often done with work, have sufficient financial means, the children have left home and they live in a splendid home which costs them relatively little these days. All the ingredients for living the good life are firmly in place. Hardly surprising that these Carefree and Active people also go on holiday regularly and enjoy a rich cultural life.

Demographic characteristics

This segment makes a point of actively enjoying the good things life has to offer. The majority is over 50 and live as a couple. Any children now live on their own. The breadwinner is highly educated and holds at least a college or university degree. Some Carefree and Active people still work, mostly in rewarding senior management positions in the financial or IT sector, as an independent entrepreneur or managing at least twenty employees. A considerable proportion has already retired or taken early retirement; others live off their investments. People from this segment often work for the community on a voluntary basis.

Living environment

Carefree and Active people often own a spacious home with a floor area of 135m2 on average. This might be a terraced, semi-detached or even a detached house dating from before 1945 or relatively new (built after 1990). The property is above the average value and can typically be found in Bergen aan Zee, Soest or Oegstgeest. In short, Carefree and Active people live in both smaller towns and big cities, and are very satisfied with the local quality of life.

Lifestyle

A round of golf with friends, a game of tennis, a literary lecture or a visit to a museum, drinks with the children, a long bike ride or a classical concert: Carefree and Active people have more than enough ideas to fill their free time. They enjoy sports – not only due to the social aspect, but also with an eye to keeping fit and healthy. This group also likes to hop on a plane or head off in the car for a cultural trip to Italy, Switzerland, France or Portugal, for example, usually in the form of an upmarket package holiday. Wonderful to sit down to a delicious dinner, to indulge in a few glasses of wine every evening and enjoy a fine cigar. This segment tends only to shop in stores; online shopping holds little appeal for them. Besides, they have all the time in the world to visit a branch of Bijenkorf, Claudia Strater or Gant. For their daily, organic groceries, they go to the local greengrocer’s, for example. This group often has two new cars in the driveway or in the garage, one of which could well be a Volvo. Given their wealth, they are careful to insure their valuables and luxury items like their boat, for example. They also keep a close eye on their investments, an important source of income for when they retire.

Media

Zorgeloos en Actief is hoger opgeleid en dat blijkt ook uit het mediagedrag. Op televisie kijkt deze groep graag naar een omroep als NPO3 met meer intellectuele programma’s. In de auto staat vaak NPO Radio 4 of Classic FM op. Het magazine naast het bed is natuurlijk National Geographic Traveler; gezien het reisgedrag van deze Segment ideaal om inspiratie op te doen. Als krant is NRC Handelsblad geliefd en verder wordt er veel op de smartphone of tablet gedaan. Van online boeken kopen tot de uitgaanstips in de gaten houden, even kijken wat de nieuwe tentoonstelling in het Rijksmuseum is. Deze Segment heeft vaak ook nog een vaste telefoonlijn.

Mindset

Carefree and Active people tend to be highly educated, as is evident from their media habits. On television, this group likes to watch a channel such as NPO3 , which broadcasts more intellectual programmes. The car radio is often tuned to NPO Radio 4 or Classic FM. A magazine like National Geographic Traveler makes ideal bedtime reading, providing inspiration for the extensive travelling people in this segment enjoy. NRC Handelsblad is a favourite newspaper and this group organises many aspects of their lives on a smartphone or tablet: from buying books online to keeping an eye on entertainment tips and checking out the new exhibition at the Rijksmuseum. This segment often still has a landline.

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