Planning on the Run

"Yes, our daily schedule is always full. We are used to living at top speed, combining our work with the kids, sports and a host of social activities. "

Planning on the Run

Making packed lunches. Dropping the kids off at school and picking them up. Getting their sports gear ready for the afternoon. Meanwhile, sending work emails. Planning a dinner party with friends at that trendy restaurant. Making sure the kids have done their homework. And getting the shopping in ahead of the youngest’s birthday party. For the Planning on the Run segment, the fun never stops! Everyday life is jam-packed with things that need doing, but this group doesn’t really know any better.

Demographic characteristics

These couples (average age: 30 to 55) have children of all ages and lead a very busy life. These mostly dual-income couples have at least a college or university degree and are climbing the career ladder. With a view to looking after the kids, one of them often works part-time. Planning on the Run professionals often work in the financial sector, as a midwife or doctor, or as a policy officer for the municipality. Their income is therefore well above average.

Living environment

People in this segment have already moved house several times: with every new phase of life, a more suitable home comes into view. At this stage, these families mainly live in a relatively new, owner-occupied terraced, semi-detached or detached property with an average value of just over EUR 500,000. They opt for a town or village, so that all facilities they need are close by. Vleuten, Pijnacker-Nootdorp and Nieuw-Vennep are typical locations. The group is extremely satisfied with where they live.

Lifestyle

The phrase ‘full speed ahead’ definitely sums up the lifestyle in this segment! The family is involved in all kinds of sports: playing football, hockey and tennis. This usually involves at least one training session a week and matches at the weekend. In the little time not taken up with work, school or sport, they often do fun things with each other or with friends. From going to the cinema, restaurants or a sports event to playing board games or a spot of home baking together. This segment also likes to take family trips and holidays together whenever they can. In the summer, their ideal destination is a luxury holiday home in a European country and they try never to miss an opportunity for a skiing break in the winter. Between holidays, there are fun days out to look forward to, at Hellendoorn Adventure Park or Beekse Bergen Safari Park for example. There are at least two cars parked in the drive, one of them often a business lease car. Volkswagens are popular with this group: spacious, practical and with a hint of status into the bargain. There are several smartphones and tablets in the house: ideal for emails, phone calls, apps, the family agenda and online clothes shopping at Wehkamp, Zalando and Kleertjes.com.

Media

These families often have the radio on in the background, mostly tuned to commercial stations like Qmusic and Radio 538. When the parents have a moment for themselves, they watch a series on Netflix or read a magazine such as WIJ Jonge Ouders or online articles from Ouders van Nu. It’s reassuring to read how other parents manage: working, living and giving the kids the best possible upbringing. They also spend a lot of time on their smartphone: checking LinkedIn or placing orders online, everything from groceries to shoes and from games to pizza. They also like to keep an eye on their investments with one of the major banks. Amid the hectic pace of everyday life, the internet offers plenty of convenience, and parents who Plan on the Run are more than happy to make use of it. They often make online purchases, stream a film or series on Netflix, or order takeaway food.

Mindset

Time is in very short supply for this group due to all the commitments they have on a daily basis. In some cases it’s the only life they know and there doesn’t seem to be any alternative: what on earth could they skip to give themselves more time? Everything is important and they suffer from fear of missing out. Yet however hectic life gets, they do make time for cool purchases: they like having the latest smartphone or those incredible boots they saw on social media. These are possessions they show off proudly: both in the school playground and online.

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