The Great Outdoors

"We are so happy with our free and easy way of life. We could never get used to the hustle and bustle of the city."

The Great Outdoors

Looking out the window of their detached house, they often see nothing but farms, meadows and spread-out villages. The country folk of The Great Outdoors love the life they lead. Forget the hustle and bustle of the city; it’s the quiet outdoor life that appeals to them. They also like to spend their spare time in the open air: horse riding, cycling or working in and around the house.

Demographic characteristics

Most people of The Great Outdoors are aged between 45 and 80. Some are single, others are couples. They have children of all ages; some still play among the hay, others are already driving the tractor. The educational background of this segment varies enormously. Those still working can often be found in agriculture, forestry or fisheries, as a horticulturist or cattle breeder or in the traditional professions. They might work as a painter or a gardener, for example. A significantly large proportion works from home.

Living environment

The residents of The Great Outdoors often own a pre-war, detached house surrounded by plenty of land. Property values vary enormously: from EUR 300,000 all the way up to EUR 750,000. Location is also a factor in the price. This segment can be found in places such as Borger-Odoorn, Westerwolde, Aa en Hunze, Grootegast and Westerveld. These are peaceful places to live, rich in the greenery and wide open spaces that this group appreciates so much. Some of them have lived here all their lives and wouldn’t dream of living anywhere else, while others made a conscious move to escape a hectic urban existence. Hardly surprising then that they rate their quality of life as excellent.

Lifestyle

The people of The Great Outdoors are used to having all the space and peace and quiet they need. They love animals and nature, and enjoy hobbies such as tinkering with classic cars. Many also like riding a motorbike and tending the greenery around the house. Grocery shopping is done weekly at the nearest supermarket, such as the affordable Aldi. They occasionally visit a nearby shopping centre to buy clothes, though they also order online and make their own. Popular brands for men tend to be the more masculine JeansOnline, Jack & Jones and Men At Work, while women favour the comfort of a label like Promiss. The distance involved in getting anywhere means there are often two cars in the driveway (possibly second-hand). Roomy Volkswagens are a popular choice. Some members of this segment have investments. When the people of The Great Outdoors go on holiday, it’s often in a camper van to seek out rural destinations abroad. The mountains of Austria or Switzerland give them that characteristic sense of freedom. The younger children enjoy a day out at Wildlands Adventure Zoo in Emmen; the teens like a good disco or sporting event. For them, life outside the village beckons.

Media

What’s the latest on that building permit in the next municipality? Where are the new stores opening? And which new companies have moved to the region? Whether newspapers, radio or television, these outdoor types are mainly interested in regional news. They also like to flick through an outdoors magazine like Landleven or Buitenleven. Some homes still have a landline and, where mobile phones are concerned, this group attaches less value to having the latest models than their urban counterparts. They don’t like to throw things away or see them go to waste, so they are often economical and can regularly be found buying or selling on Marktplaats.nl.

Mindset

Their work and home environment gives them a natural connection with environmental issues and they love craftsmanship and authenticity. They like to know where products come from and if the farmer in question has complied with the regulations. This group feel strong ties with the world around them and set great store by its preservation. They lead a life that has little to do with status and material possessions. There are far more important things in life, not least your health and well-being.

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