The emerging tide of cultural change
– A Deep Dive
Helen King, Consumer Insight & Innovation
November 2014
Growing the success of Irish food & horticulture
©
Bord Bia
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How we’ve got here
1
EXPLORE
Explore the drivers of cultural
change
2
DEFINE
Define the framework of
emerging cultural themes
3
DEEP DIVE
Delve into the richness of key
themes
Where we are at the moment
Output from previous two phases
2
How we approached our challenge
OUR
QUESTION:
Can we add depth of
meaning and richness
to the Dynamic
Identities and Creative
Confidence themes?
?
OUR APPROACH:
A week long online forum to uncover
powerful consumer truths in the moment
with a group of 8 respondents from
Dublin and Cork.
We’ve asked them to respond to
questions digging into the Dynamic
Identities and Creative Confidence shifts
to help us immerse and understand their
world better.
3
The Era of New Realism
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From Indulgence to A New Realism
Era of
Indulgence
Recession
Consumer
A New
Realism
Sensibility
Exuberance
Anxiety
Vigilance
Ambition
Trading Up
Economising
Responsibility
Mindset
Bullish
Sober
Resourceful
Passion
Accumulation
Frugality
Prioritisation
Orientation
Self-expression
Self-preservation
Connection
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The last 12 months…
Economic consolidation
Ongoing distrust in institutions
6
Our framework of cultural layers will allow us to explore the cultural
shifts in Ireland more granularly
Economic definition of
identity
Prosperity and growth became a new focus for all, entering
the personal and national consciousness
Years of self-doubt
The financial crisis put everything on hold. Double- and
triple-dips meant no clear goals for most
Re-adjusting
As things go on, consumers re-think their goals and habits,
and re-align the values they live by
Self-made confidence
Once set for the long haul, consumers feel like they are
again in control of their choices
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Cultural change is driving the evolution of Irish Identity
Cultural Diversity
Fear of the Unknown
Traditional Irish Values
Modern and forward facing society
New Normal
Desire to Indulge
New Opportunities
Ghosts of the Past
8
The “Irish Identity” has evolved since the Celtic
Tiger years
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The backlash against the consumerism of the Celtic tiger years has
helped shaping a new Ireland
2008
2014
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As the level of trust in institutions remains low, local communities are
ever more important in rebuilding confidence
LOCAL COMMUNITY
BIG INSTITUTIONS
Faceless
Arrogant
Technocratic
Greedy
Unreliable
Dangerous
Opaque
Single-minded
“I believe I know someone I
could rely on in time of need”
OECD BETTER LIFE INDEX 2014
89%
95%
Global
Average
Ireland
Well-known
Welcoming
Human
Generous
Timeless
Harmless
Transparent
Caring
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Irish people feel more in control of their life again and approach future
uncertainties with a more positive attitude
Stabilised economy and the renewed
possibility to project into future
Over three-quarters of Irish
consumers agree “we should focus
more on the future rather than
concerning ourselves with what has
happened in the past”
Euromonitor 2013
Having weathered the storm means
feeling able to survive anything
“Be as self-reliant as possible will better
increase chances of succeeding in today's
world”
Global MONITOR 2012
56%
66%
Global
Average
Ireland
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And a modern Irish identity is slowly forming through diverse cultural
influences, but at the same time still needs to deal with its fear of the
“unknown”
Less racism
Less quaintness
New possibilities
A brighter future?
Integrating Europe
New ways to do things
Total Irish migration 2012-2013
87,100 89,000
52,700 55,900
2012
201 3
Immigration
Emigration
Source: www.cso.ie
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In these times of change, holding on to Irish traditions becomes more
important, and technology increasingly facilitates this
Expansion
Growth
Opportunities
Isolation, distance, selfishness
Technology
Tradition
Family
Roots
The Irish model
Glenda Gilson
broadcasted by
webcam her wedding
for all those friends
and family that could
not attend the event
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The evolution of the Irish identity provides brands with new connection
points
Reciprocity and shared purpose are growing values in the
current economy
Self-reliance and positive attitude are the best way to adapt
and cope in precarious times
As many people move in and out of the country, brand new
Irish rituals form from the intertwining of different cultures
Leveraging technology is the best way to maintain and
renew old traditions
15
Irish consumers are regaining confidence and
positively leverage their “Irishness”
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What’s important to our Irish consumers
Savvy consumers, looking for
indulgences again
‘Everyday high quality’ makes
the difference
Solving the tension between
traditional and modern Ireland
Customers support companies
promoting true Irishness
Micro entrepreneurs questioning
traditional measures of success
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Having experienced the Celtic Tiger days, consumers have emerged
cautious but savvy, looking for indulgences again
Situation
Crisis and
turmoil
Cruising in
stable times
Booming
growth
Need
Safety
Normality
Status
Focus
Basic
Necessities
Small
Indulgences
Luxuries
The KBC Ireland/ESRI Consumer Sentiment
Index has reached its highest level since June
2007 and as a result some predict the return
of the “feel-good-factor” to the Irish economy,
as ½ of the Irish consumers are planning to
take a holiday abroad during the year and ¼
are planning to purchase a new car.
YOU ARE
HERE
Euromonitor 2014
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This tension in consumers’ lives becomes an opportunity for brands
The desire to remain prudent about
your financial situation
The need to indulge and feel good
about yourself
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Brands tapping into this
The supper clubs of Dublin are making
the most of local produce, expert
knowledge and a newfound taste for an
experience out of the ordinary, without
breaking the bank.
Urban adventure races are
increasingly popular among
people that want to feel a bit
adventurous without leaving the
country. Companies like The
Lough Derg Monsters offer
grueling courses of kayaking,
cycling and running all around
Ireland.
“Restaurants are sprouting like
poppies through the cracks…
the flow of pub euro into
restaurants, with people much
more likely now to spend an
evening around a table than on
a bar stool” Euromonitor Country
Ireland has established its own
Thank You Day that encourages
people to take stock of what
they’ve got and be grateful for
the small things that make their
life great
Pulse 2013
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Opportunity for Irish Brands
As consumers have overcome the
recession and reached an economic
plateau, how can Irish brands offer
them small indulgences that liven up
their everyday without breaking their
bank?
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The ‘everyday high quality’ is what makes the difference
When able to plan and see things coming, overly cheap products
feel like a false economy. High value feels like a ‘real’ saving when
it presents higher:
•
•
•
Durability (saving over time of use)
Intensity (saving over number of uses)
Recognition (saving on emotional cost of doubt one’s choice)
Volkswagen and Supervalu were
named most reputable brands in
Ireland in 2014 by the annual RepTalk
survey, recognising their ‘reliable
quality’.
Business & Leadership 2014
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This tension in consumers’ lives becomes an opportunity for brands
The desire to acquire high quality
products
The need to budget and get the
best deals
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Brands tapping into this
Gillette touches a nerve with
savvy consumers in Ireland by
promising long lasting blades to
appeal to the desire of many
consumers for prestigious but
affordable consumption.
Cheap wetsuits from Lidl and
Aldi have encouraged more
youngsters to buy wetsuits to
swim in Dublin’s canals. “We
are swimming in the canal for
the summer because we don’t
have the money for the pool.
This is basically our pool” Country
pulse 2014
drinkaware.ie and HAILO
celebrated St. Patrick’s
Festivities with a campaign to
get people home safely, by
treating some lucky Dublin
passengers to Hailo taxi credit.
The campaign aimed at making
the most of the St. Patrick’s
festivities, while ensuring they
get home safely.
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Opportunity for Irish Brands
With savvy consumers making
increasingly smart choices, how can
we stand out and offer small,
affordable indulgences?
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Customers proudly support local and international companies
promoting true Irishness
Strength in numbers:
•
•
•
•
Consumers want to know they are part
cared for, not taken advantage of
They want to help nurture back their
environment to its healthiest
They want to unite in celebration, not fight
in competition
They want reassurance that what they
have is good Irish products, and that
Ireland produces outstanding products
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The tension in Irish consumers’ lives
The desire to support local
producers and shops
The need to choose the most
convenient solution in the market
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Brands tapping into this
The Bru company was
established to offer local
people with a greater choice in
craft beers, emphasizing Irish
premium quality, craft and
tradition.
“Single estate milks” – milk
produced by a single farm – are
a new growth area in Irish food.
They’re the non-homogenised
alternative to milk from the
large agri-giants, that promote a
closer connection to the Irish
land.
Brands like Coca Cola and Cully
& Sully tapping into Irish pride
and Irish identity – this is the
special edition coke can in Irish
green, labelled “Classic Irish”
and the Cully & Sully’s Irish
Stew “good, honest & tasty like
mum’s meals”
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Opportunity for Irish Brands
As Irish people highly regard their
local identity, how can we offer
products that reflect their desire to
celebrate modern Irishness in every
aspect of life?
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New businesses and brands solve the tension between traditional and modern Ireland,
defining a new, creative and crafty Irish identity
• Need for normality
• Everyday quality
• Irishness and local
community
Excitement over new things
opening up potential for
‘smarter’ spending, turning a
page, re-invention
Present
modern
products in an
Irish way
OR
Present
Irish products
in a modern
way
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Addressing this tension in consumers lives creates opportunities for
brands
The desire to hold on to traditions,
using the past as guidance
The need to renew and reinvent, to
look forward and embrace change
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Brands tapping into this
“Young businesses like Roasted
Brown in Dublin centre on a
certain traditionalism: widesmiles hospitality, locally-sourced
food and an emphasis on
sociability and community. It’s a
thoroughly modern village
mentality” Euromonitor 2014
Writer’s tears links Irish
traditional and famous Irish
authors to whiskey – this product
targets younger consumers who
want to nurture the enjoyment of
drinking whiskey whilst also
gaining wisdom and connecting
with local traditions
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Opportunity for Irish Brands
As the Irish identity evolves, how can
we blend together its traditional roots
with its emerging modern
representations?
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Creative micro entrepreneurs are thriving and questioning traditional
measures of success
“Idle hands are the devil’s workshop”
•
•
•
•
•
Pride at being productive
Being part of the change they want to see
in the world
Steeped in the hope that what goes
around comes around
Tired and suspicious of one-way processes
from producer to consumer
True emotional benefits are built,
nurtured, developed – not bought!
“I would be happier if I owned
more material possessions”
According to Global MONITOR 2012
40%
20%
Global
Average
Ireland
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A tension in the lives of Irish consumers turns into an opportunity
The desire to experiment, break old
conventions and explore new ways
of living
The need to find a place in society
and define new measures of
success
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Brands tapping into this
The Bernard Shaw pub in Dublin
offers local entrepreneurs a
platform to showcase their art,
while offering boot sales, music
nights, and amazing food
Love the Lanes is an initiative
from Dublin County Council to
brighten up the streets of Dublin
by involving people to submit
their proposals for creative
intervention
Fennelly’s is an independent
contemporary space in Kilkenny
offering new immersive
experiences like joint food-andfilm events
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Opportunity for Irish Brands
As young entrepreneurs become the
voice of an evolving Ireland, how can
we involve them to develop the
country’s emerging identity together?
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Implications for Irish Food Brands
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The evolving Irish identity is opening up new opportunities for brands
As consumers have overcome the recession
and reached an economic plateau, we should
offer them new and exciting products that are
going to live up to their expectations without
breaking their bank
As the savvy consumer attitude is here to stay,
in the future we should offer small affordable
indulgences to solve the desire for high quality
products with a limited budget
As Irish people proudly live and breath their
heritage, we should make sure we focus on
celebrating Irishness in every aspect of their
everyday life
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The evolving Irish identity is opening up new opportunities for brands
As the Irish identity is constantly evolving we
should represent every face of it, blending
together it’s traditional roots and its modern
transformation
As young entrepreneurs are the driving force
and the voice of the changing Ireland we
should involve them more to develop together
the new image of the country
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But Irish brands need to create better, more meaningful connections
with their consumers
How can Irish brands build trustful and
transparent relationships with their
customers and their increasingly
important local communities?
How can Irish brands cater better to
the cultural diversity of Modern
Ireland? What are the best ways to
celebrate the different influences?
How can Irish brands help consumers
bridging traditional and modern
Ireland, and actively shape the new
Irish identity?
How can Irish brands remain relevant
to both younger and older target
audiences, and actively support the
formation of a young, modern Irish
identity?
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Thank you!
Helen King, Consumer Insight & Innovation
Growing the success of Irish food & horticulture
©
Bord Bia
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