Modest-Means Seniors

"We prefer to stay close to home. Always have! We count ourselves lucky to still
have our health and are happy with the voluntary work we do."

Modest-Means Seniors

Modest-Means Seniors are content, even though their lifestyle tends to be minimal due to their limited income (state pension and sometimes a small supplementary
pension). They avoid risks and lead a well-organised existence. They fill their days watching MAX with its TV shows aimed at senior citizens, doing their daily grocery
shopping and filling in crossword puzzles. They also like to do voluntary work; in addition to keeping them busy, making a positive contribution to society gives these
seniors a sense of fulfilment.

Demographic characteristics

As you would expect, the vast majority of the over-65s is retired or have taken early retirement and spend their days alone or with their partner at home. Their children have long since grown and are leading independent lives. For this group, working life is a thing of the past and often consisted of a relatively basic job or staying at home to raise the family. Nowadays Modest-Means Seniors have a fairly low income and are not the best-off in their age group. Occasionally, they have trouble making
ends meet.

Living environment

This group often rents an apartment or simple old terraced house with a value of between EUR 150,000 and 250,000. Moving home is a rarity; for many the next move, if any, is likely to be to a care home or nursing home. That is a move many would rather not consider: they enjoy their independence, the average living
space suits their needs and the quality of life in their current setting is good. Modest-Means Seniors usually live in a village or town, comparable to Krimpen aan den IJssel, Ridderkerk or Leerdam.

Lifestyle

A section of this group lived through World War II, so it stands to reason that due to their age they no longer play such an active part in society. Health will play a large part in their immediate future; their eyesight is deteriorating, so is their mobility, and their hearing is no longer what it was. They seldom drive anymore; they are much more likely to hop on a bike, e-bike or scooter or to go for a walk, perhaps aided by a rollator. For their clothes they shop at well-established stores such as MS Mode or Wibra. Stores selling glasses, dentures and hearing aids can also rely on their custom. Sport is no longer part of their lives; at most they do a few exercises on the advice of a specialist. They seldom plan trips or outings; they are much happier staying at home doing a crossword puzzle or following news and current affairs. They have a strong sense of social commitment. Occasionally they might take a coach trip; a form of travel that appeals because it is affordable and well-organised
from start to finish.

Media

The television or radio is often on at home. Modest-Means Seniors have a tendency to watch or listen to Omroep MAX and regional channels. Everything close to home is familiar. Beside the reclining armchair you will probably find a Plus Magazine or a regional newspaper tucked away. Smartphones are often an unknown quantity to this segment. They still use a landline or else a prepaid mobile phone from a company such as Nokia. As long as it’s simple to operate. Although increasingly likely to have an internet connection, the online activity among this segment lags far behind the rest of the Netherlands.

Mindset

These seniors have been used to getting by on limited resources ever since they were young. That is why they lead a frugal existence and attach little importance to material wealth and social status. They are risk averse and take precautionary measures whenever possible to make sure they never wind up in serious financial troubles. For example, a large number of Modest-Means Seniors have funeral insurance. Furthermore, they are proud of their Dutch identity and often follow the activities of the Royal Family closely.

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