Cosy Empty Nesters

"Now we have plenty of time to enjoy the good things in life. It’s fun to take a look around the big holiday and home exhibitions."

Cosy Empty Nesters

The children have left home and the weekly schedule is no longer dominated by work. Voluntary work does have a place, but Cosy Empty Nesters are no longer tied to a set routine. They sometimes look after the grandchildren and also very much enjoy cycling, gardening and travelling. They make the most of their time together for as long as their health permits. Cosiness with a capital C.

Demographic characteristics

Cosy Empty Nesters are active, over 60, often live as a couple, and any children have already left home. Their lives are their own and work is often a thing of the past. After many years of employment in average jobs, they are now enjoying retirement or early retirement. For some members of this group, having no obligations takes some getting used to. That’s why they can regularly be found doing volunteer work, for example at a church, a community centre or a nearby care home. In many cases, they look after the grandchildren one day a week. They are not particularly well-off, but because they have often paid off their mortgage, they have plenty of resources for doing fun things.

Living environment

This group is not keen to move house again; they are perfectly happy where they are. They own a terraced house (or in some cases a semi-detached) with a paid-off or ongoing mortgage. They do not need much space, so an average of 120m2 suits them just fine. The value of the house, usually built sometime between 1970 and 1989, is just under EUR 350,000 and they mainly live in towns and villages such as Volendam, Landgraaf and Losser. They rate the quality of life in their living environment as good.

Lifestyle

These Cosy Empty Nesters have plenty to fill their time. Besides walking, cycling, photography, gardening or playing tennis, they enjoy regular trips further afield. For their summer holiday, they favour a package trip with an organisation like TUIs or set out on their own with the caravan in tow. When the weather turns cold they miss the sun and often opt for a short winter break in the Canary Islands. Other than looking after their grandchildren, they have no real obligations in the Netherlands. There is often a small, new car parked outside, a reliable make such as Toyota or Opel. There is sure to be a bike or two in the shed, possibly an e-bike. This gives them the freedom to head off when they want and where they want. This group buys products such as dentures, hearing aids and glasses, purchases that come with age. But they are just as likely to invest in a tablet so that they can keep up with the latest technology. They are especially keen on politics, sport and current affairs. When it comes to buying new clothes, they really only shop on the high street, mostly in a well-established women’s or men’s fashion store.

Media

This group often watches Omroep MAX programmes on TV and or listens to them on the radio, or one of the regional channels. As for reading, they like to leaf through the regional newspapers, not to mention general cycling magazines (Fiets) or the Dutch automobile association’s members magazine (Kampioen): a good source of tips for upcoming trips. Except for the occasional ticket for a musical or theatre show, Cosy Empty Nesters do not order much online. A fair number now own a smartphone, although some are still attached to their landline or a traditional, easy-to-use mobile phone with a prepaid subscription.

Mindset

This group feels strong ties with their direct environment and values their informal relationships. They are eager to help and support others where possible. They feel a certain level of social responsibility and are also proud to be Dutch. While you might not expect it, Cosy Empty Nesters have a big appetite for information. They like to be well-informed so that they can stay in touch with what’s going on in the world.

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