Irish Cultural Insight 2015 July 2015

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Irish Cultural Insight 2015 July 2015

Growing the success of Irish food & horticulture


The Irish Consumer 2015From recession to recovery: the new consumer agendaConsumer Insight TeamJuly 2015


The StudyNationally representative on-line study600 respondentsBooster for youth; 300 16-24 year oldsResearch partner :Comparisons with global averages© 20153


The global spotlight is on Ireland-IRISH TIMESMAY 2015© 20154


'Little islandwith a bigvoice': Prideover Ireland'ssame-sexmarriage voteCNN- U.S.AGay marriagevote means„new normal‟for many inIrelandBoston Irish Reporter- U.S.A'Yes' Vote: AMomentousChange ForIrelandSky News- United KingdomIreland saysbig 'Yes' to gaymarriage inworld firstAljazeera- Qatar


Ireland has seen huge change over thelast decadeSocialattitudesTechnologyThe economy


There have been significant long termchanges in social attitudesRising Social Liberalism64% rejectedlegalisingdivorceHomosexualitydecriminalisedDivorceLegalisedCivilPartnershipAct passedIreland votes infavour of gaymarriageSlow shift1986Mid-tempo shift1993199522 years 20102015


A wave of social liberalism is re-definingIrelandThe rigid morals and rules of that time have givenway to a surprising liberalism. But it is a strangedeath, in which many of those who still describethemselves as Catholic have joined Ireland‟sastonishing social revolution.GARY LYNCH,PROSPECT MAGAZINE, 2015


The youth in Ireland are leading the waywith an outward-looking mentality„I am always lookingfor different culturalexperiences andinfluences that willbroaden myhorizons‟% agreestrongly/slightly45%57% of 16-24 year olds39% of 25-34 year olds39% of 35-49 year olds42% of 50+ year olds


Globally, technological advances havebeen unparalleledWe are about to enter a world that is half digitaland half physical, and without properly noticing,we‟ve become half bits and half atoms. These bitsare now an integral part of our identity.HANNES GRASSEGGERECONOMIST AND AUTHOR OF I AM CAPITAL


2005


2013


Technology is no longer just a platform.It‟s a lifestyle.Technology isn‟t a section in thenewspaper anymore. It‟s the culture.BEN SMITHEDITOR-IN-CHIEF OF BUZZFEED


But the tensions of technological realitiesare being felt by consumers in IrelandThe internet has made it easier for me tobe creative52%55%57%The internet helps me connect with otherlike-minded individuals and make friends51% 60% 67%16-24TOTAL:GLOBALTOTAL:IRISHTOTAL:


But the tensions of technological realitiesare being felt by consumers in IrelandI am concerned about data protectionand privacy on the internet69% 75%76%It is important for me to sometimesdisconnect from online and mobilecommunications16-24TOTAL:57% 61% 66%GLOBALTOTAL:IRISHTOTAL:


Compared to neighbouring younger UKconsumers, the youth in Ireland aredemonstrating greater levels oftechnological wariness69%59%66%49%Ireland 16-24 UK 16-24I am concerned about data protection andprivacy on the internet,% agree strongly/slightlyIreland 16-24 UK 16-24It is important for me to sometimes disconnectfrom online and mobile communications,% agree strongly/slightly


Ireland has been on a turbulent economicrideRates of growth, 1990-2014, Ireland:12.0010.008.006.004.002.000.00-2.00-4.00-6.00-8.004.9%1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014GDP grew at rate of 8.6% from 1995-2007The years of the Celtic Tiger-6.4%The youth mind set4.8%2014:GDParrivesback atprerecessionpeak


Today, consumer perceptions of the Irisheconomy improvingBetween 2011 and2015+43%51%8% 13%16%2011 2012 2013 2015How well do you think things are going financiallyin your country these days?% very/fairly well


Which is impacting their attitudestowards their personal financesBetween 2011 and2015+10%46% 47% 44%56%2011 2012 2013 2015,How well do you think things are going with your personalfinancial situation these days?% very/fairly well


On a global scale, people are feeling lesspositive…40% 38% 37%Between 2011 and2015-3%,2011 2013 2015How well do you think things are going with your personalfinancial situation these days?


With greater positivity comes growingconfidence20102015Ireland44%57%37%45%54%3852%„I consider myself knowledgeable about money matters‟% agree strongly/slightly, 201571%


And by taking lessons from the past, Irishconsumers are starting to live for themoment“It is important toprepare for the future andstay focused on longertermgoals andoutcomes”49% 54% 50%41%51% 46% 50% 59%2015 2013 2015 2013Disagree vs Agree“It is important to live inthe moment, and makethe most of what todayhas to offer”


With younger consumers in Ireland alsoembracing this attitude“It is important toprepare for the future andstay focused on longertermgoals andoutcomes”46%40%54% 60%2013 2015Top 3 VS bottom 3, 2013-2015“It is important to live inthe moment, and makethe most of what todaywas to offer”


Buoyed by the sense of having weathered thestorm, consumers feel increasinglyempowered72%68%„Our lives and destinies are largely shaped bythe decision we have made and action wehave taken‟,% agree, 2015„I feel that I can make a difference to the worldaround me through the choices I make and theactions I take‟,% agree, 2015


Above any other age group, 16-24 year oldsare showing the strongest sense of agency77% 74% 74%66%16-24 25-34 35-49 50+„Our lives and destinies are largely shaped by the decision we havemade and action we have taken‟, % agree, 2015


Is the Celtic Tiger back?


Consumers would rather not go back tothe days of the Celtic Tiger.


A seismic value shift, technology and aturbulent economic ride has broughtconsumers to a crossroads:There is littledesire to go backto the days of theflashy Celtic Tiger..Or the „goodold days‟ oftraditionalconservativeIreland„Where are we now?‟


The new consumer agenda1. 2. 3.Self-relianceBalancePostmateriality


1. Self-relianceCrippling levels of trusttowards businesses iscreating both a need anddesire for self-reliance


Frustration around social injustice is feltparticularly strongly amongst Irishconsumers„Too much money is concentrated inthe hands of too few people‟\81%90%„There is one set of rules for therichest people, and another set foreveryone else‟81%90%% agree strongly/slightly, 2015Global:Ireland:


Younger consumers are also expressingtheir frustration„Too much money is concentrated inthe hands of too few people‟81%85%90%„There is one set of rules for therichest people, and another set foreveryone else‟81%85%90%% agree strongly/slightly, 2015 Global: Ireland: 16-24:


Levels of trust ininstitutions andbusinesses arehitting rock bottom61%72%„I am increasingly sceptical of claims made by brandson packaging and advertisements‟,% agree strongly/slightly 201570%„If the opportunities arises, most businesses will takeadvantage of people if there isn‟t a chance of gettingcaught‟,% agree strongly/slightly 2015


The youth in Irelandare sharing thisscepticism64%66%„I am increasingly sceptical of claims made by brands onpackaging and advertisements‟,% agree strongly/slightly 201572%„If the opportunities arises, most businesses will takeadvantage of people if there isn‟t a chance of getting caught‟,% agree strongly/slightly 2015


1. Consumers are takingextra care when makingpurchases67%72%2010 2015„I‟m increasingly likely to spend time researching a product beforemaking a purchase‟,% agree strongly/ slightly, 201579% 75% 75% 68%72%67%50+ 35-49 25-34 16-24„I‟m increasingly likely to spend time researching a product beforemaking a purchase‟,% agree strongly/ slightly, 2015


2. They‟re alsobecome more priceconscious and lessinterested in brandnames58%67%2010 2015Price is more important to me than brand names, %agree strongly/slightly, 201562% 67%2010 2015Price is more important to me than brand names,% agree strongly/slightly, 2015


Ultimately, consumers are learning thatrelying on yourself is the safest routeBecoming as self-reliant aspossibleORSeeking the help andguidance of experts orprofessionals2010„Please choose which statement you belief will give you a better chance of succeeding in life‟201563%37%


The youth have arrived at the same pointbut with greater fluctuation over the last5 yearsBecoming as self-reliant aspossibleORSeeking the help and guidanceof experts or professionals65%35%20102015„Please choose which statement you belief will give you a better chance of succeeding life‟


Consumers are now looking for a humanface behind everythingSupporting independentpublications: Dublin Zine Fair


And expectations of total transparencyand responsibility are risingCelebrating simplicity throughtransparency: VOYA


It‟s important to remember that trusthasn‟t relinquished, it‟s beingredistributedThe possibilities of a sharingeconomy: Airbnb


2. BalanceGrowing desire forbalance and driven by adesire to manage life,and not let life manageyou


It‟s simple.People are leading busier and morecomplex lives.+60%69% 66% 68%61%70%64% 66%Global Ireland USA UK Spain Germany Italy„More and more, I am looking for ways to simplify my life‟,% agree strongly/slightly, 2015


50% 50%42%2012 2013 2015-8%Consumers in Irelandare starting torecognise that theyhave the tools to findtime for everydayreflection„It is hard to find space in my life to think, reflect and switchoff from everyday pressures and stresses‟,2012-2015, % agree strongly/slightly


Consumers seekbalance as a way oftranslating andmuting modernlifestyle – notchanging itAs our lives rush past at topspeed, it is no wonder we arebecoming hooked onsomething that promises toslow us down, force us toconsider the moment, toconnect with our feelings, butmaintain distance from them.Balance promises to do thesethings.EMILY HOURICANTHE IRISH INDEPENDENT


Surprisingly, the younger age groups arefinding it the most difficult to switch offand reflect from everyday pressures50% 50%42%32% 42% 55% 56%2012 2013 201550+ Irish 16- 25-Total 24 49„It is hard to find space in my life to think, reflect and switch off fromeveryday pressures and stresses‟,2012-2015, % agree strongly/slightly


An increased awareness for balance isleading consumers to re-assess theironline presence61%66%Up from 58% in2013„It is important for me to sometimes disconnect from online andmobile communications‟,% agree slightly/strongly, 2015


Consumers appreciate services that helpthem get closer to balance


They‟re also placing greater value onthose „pause, stop, reflect‟ moments


3. Post-materialityConsumers are reassessingthe value ofmaterial possessionsand have begun toreturn to the importantfoundations in life


Post-materialism isnot asceticism; postmaterialistssimply deemphasisematerialpleasures incomparison to higherorder needs such asfreedom, selfexpression,and thequality of lifeNANCY WONGMATERIALISM: ORIGINS ANDIMPLICATIONS FOR PERSONAL WELL-BEING


As the post-material mind set sets in,markers of success are returning back tosimpler timesGood health:Debt-free:94% 94%VS.59%„Being physically fit and in good health‟ asa sign of success,2015„Being debt free‟ as a sign of success,2015


Other previous signs of achievement arelosing their appealMaterial possessions:43%-3%20% 20% 17%„Owning luxury products and brands‟ as a sign ofsuccess, % strongly/slightly, 2012-20152012 2013 2015„I would be happier if I owned more material possessions‟,% agree strongly/slightly, 2012-2015


Owning material possessions remainsimportant for other European marketsVS.17%In Ireland201542%31%24% 22%„I would be happier if I owned more material possessions‟,% agree strongly/slightly, 201533%GLOBAL FRANCE SPAIN GERMANY ITALY


Youth in Ireland share the same story;despite valuing owning more materialpossessions more highly39%34% 32% 31%NationalAverage17%2012 2013 2015 2015„Owning luxury products and brands‟ as asign of success% 2015„I would be happier if I owned more materialpossessions‟% agree strongly/slightly, 2012-2015


As a result, consumers want inclusionand are less and less enticed byexclusivityDesire for exclusivity…VS.32%Globally201522% 24% 21%2012 2013 2015„I like products that few people have and are not easy to get‟,% agree strongly/slightly,2012-2015


In comparison to other markets, Irelandfeels particularly strongly aboutexclusivityFading desire for exclusivity…VS.21%In Ireland201532%59%41%50%GLOBAL NIGERIA CHINA INDIA„I like products that few people have and are not easy toget‟, % agree strongly/slightly, 2012-2015


Consumers are looking for uniqueexperiences that are open to everyonePop-up restaurants that bring peopletogether:


They are also becoming increasinglyware of the implications of consumerism


So, in summary consumers are:Declining levels of trusttowards institutions,corporations and brandsMore consideredpurchase choicesRecognising the benefitsof becoming self-reliantLiving increasingly timepressured, complex livesShowing confidence inmanaging stress andreflectingBeginning to realise theimportance ofdisconnectingSeeking meaning andfulfilment from elsewhereTurning away frommaterial possessions as asign of successLess interested inexclusivity and status1. 2. 3.Self-reliantBalancedPostmateriality


Not everything has changed.One value in particular is just as strong inIreland today as it was yesterday© 201563


COLLECTIVEKINSHIIPEngaging in the spirit of togetherness andknowing that no journey should be alone© 201564


MEITHEALRural tradition in Ireland where peoplegathered together on local farms to save hayor harvest crops – build relationships© 201565


Valuing those aroundyou is obligatory andrewarding for Irishconsumers95%“I believe I know someone I could rely on in time ofneed”% agree strongly/slightly, 201592%“I view being a dutiful member of your family as a signof success”% agree strongly/slightly, 2015© 201566


And this tie is seen to be no less strongamongst younger consumers92% 91% 90% 90% 92%Irish Toal 16-24 25-34 34-49 50+„I view being a dutiful member of your family as a sign of success‟,% agree strongly/slightly, 2015© 201567


Consumers continue to place greaterimportance on their „inner circle‟ as thepriorityTHE GLOBAL CITIZENWe should prioritise theinterests of the world atlarge over the interests ofour country39%61%OUR NATION, OURPRIORITYWe should prioritise theinterests of our countryover the interests of thewider world% split, vs, 2015© 201568


Global citizenship is even less of a priority foryounger consumersTHE GLOBAL CITIZENWe should prioritise theinterests of the world atlarge over the interests ofour country32%39%68%61%OUR NATION, OURPRIORITYWe should prioritise theinterests of our countryover the interests of thewider world% split, vs, 2015© 201569


As a result, Irish consumers believe thatsmall changes can make a big differenceIreland+13%On global average201571% 74%63% 61%+3%2010 2015-2%„Groups of individuals making a small change in their behaviourcan make a real difference in the world‟, % agree, 2010-2015© 201570


Younger consumers agree.16-24+8% rise 2010-201571% 74%66%Nationalaverage2010 201572%National16-24 average 16-24„Groups of individuals making a small change in their behaviour can makea real difference in the world‟, % agreeing, 2010-2015© 201571


Consumers are embracing opportunitiesto collaborate with othersThe people‟s supermarketMembers of social enterprisePeople‟s Supermarket in London paya £25 annual fee and contribute 4hours of their time every month toworking in the store, receiving inreturn 20% discount off theirshopping in-store.© 201572


Which is making them value theimportance of encouraging andempowering those around themCommunities that encourage youngpeople:Include youth organisation runs ascheme called „Give and Take‟ whichadopts a youth work approach toimproving the employability andconfidence of young people to helpthem achieve their potential.© 201573


…And using creative outlets to conveystrong, unified messagesUnity through creativitySending messages through graffiti inurban settings has been a creativeoutlet for some time, but Joe Caslin’smural in the centre of Dublin hasbecome instantly iconic and was paintedin support of the YES vote.© 201574


„Where are we now?‟First we asked…What‟s changed?And then explored…What‟s stayed the same?THE NEW CONSUMER AGENDASelf-relianceEmpowermentPost-materialityTHE CORE VALUECollective Kinship


„Where are we now?‟First we asked…What‟s changed?And then explored…What‟s stayed the same?THE NEW CONSUMER AGENDASelf-relianceEmpowermentPost-materialityTHE CORE VALUECollective Kinship


Calls to action:Help consumers tobecome moreresilient andresourcefulUnderstand howyou can supportconsumers findtime for thosedesired „stoppause‟ momentsAdapt to fitconsumersreassessment ofwhat‟s reallyvaluable1. 2. 3.Self-relianceBalancePostmateriality


Self-Reliance – What does it looklike?Fruta Feia, Portugal -Activist led, it buys “unfit”produce and sells itdirectly to consumers .Mercado de trueque‟s,Mexico: Hand in yourinorganic waste and get„green points‟ in return,which can be usedimmediately to buy locallygrown fresh food.Services such as Twice(used clothes), Yerdle(goods swapping), andFOBO (short-termauctions)


Balance – What does it looklike?Durr is a watch thatvibrates every fiveminutes to bring wearersback into the moment.Urban Garden Spaces forRent, UK: Plot isdescribed as the UK‟sfirst „on-demand‟ gardenMoment's goal isn't toget you to put downyour phone forever andlive in the woods. ...it isto promote balance inyour life.


Post-Materiality – What does itlook like?Scandic To Go is aboutpremium views, ratherthan a luxury hotelproperty.Without the abundantclutter of materialpossessions you‟refree to prioritise thestuff that matters„Aftermovies‟ are a bignew thing for festivals


But don‟t forget:Consumers continue to valuecollaborating, sharing and creating withothers.


Thank youGrowing the success of Irish food & horticulture

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