The Emerging Tide of Cultural Change – A Deep Dive explores how consumers and
Irish society have evolved over the past eight years, what the current landscape
looks like, and how Irish food and drink brands might exploit the opportunities
presented.
This work follows on from research conducted in January/February 2104 in
conjunction with The Futures Company. It updated our Feeling the Pinch statistics
and looked at how consumers were turning a corner within a new cultural
landscape. The initial piece of research was debriefed at the Brand Forum event on
the 13th of February this report is an update of it.
The first phase of research was conducted in ROI and GB. It explored the stabilising
consumer outlook, the evolving layers of culture and implications for brands. We
defined a framework of cultural themes to help us better connect with consumers
and keep brands relevant.
Many things changed during the recession, the turbulence made people question
cultural values and their identity. By early 2014 we began to see tempered optimism
slowly return to our lives.
Two of the themes identified were quite strong and resonate - Dynamic Identities
and Creative Confidence. It is these themes this report delves into further. We will
revisit some of the main findings from the beginning of the year and then deep dive
into them - focusing on the relevance for Irish food brands.
To add depth of meaning and richness to Dynamic Identities and Creative Confidence
our approach was to take part in a week long consumer forum. This was with a
group of 8 respondents from Dublin and Cork.
Above, you can see an example of the online format, we asked them to respond to
questions digging into the two themes so that we could understand their world
better.
Dynamic Identities: With the economic crash, it was not only the
money that was lost but also a sense of self. The boom identity
became a cornerstone of modern Ireland, just at the time when religion started to
lose its influence and a monolithic, nationalist identity no longer resonated with
people’s experience as society became more cosmopolitan. As this identity, based
on economic growth and individual material success has fallen apart, new elements
of identity have to come to the forefront.
Identity is increasingly found at the crossroads of multiple and seemingly
contradictory dimensions. The rising importance of local community and local pride
coexists with the recognition that Ireland is now a multicultural society and is deeply
connected to the rest of the world. People are exploring local products, flavours and
social experiences while at the same time modern and cosmopolitan influences
resonate.
There is openness to the coexistence of national and the international in identity, to
great extent because of the experience of emigration, and the fusion of Irish identity
with the influences of new countries. So there is strong cultural precedent to the
idea of plural identity, which stands in stark contrast with the nationalism of the
more distant past.
Creative Confidence
Global and local coexisting without the latter feeling threatened highlights that there
is growing confidence in what local creativity can offer.
Today there are a lot more positive associations with local creativity- it is about
supporting the economy, more trusted quality but also and most importantly it is
about celebrating local creativity and what it has to offer to the world.
The interest in local and tradition is also about bringing it to life with modern
influences and making it contemporary.
The current themes along which consumer behaviour and attitudes align in Ireland
take place in a context of New Realism. Let’s see what that implies in practice for
consumers and brands.
New realism takes form in re-embracing safe positions, values and products through
modernised, streamlined approaches. New ways to access old habits work as
‘temporal shortcuts’: they reconnect the consumer to ‘good old times’ while
safekeeping some of the benefits of the Celtic Tiger Era and avoiding the painful
memories of the the recession.
Attention is slowly shifting towards the future. There is still strong distrust in major
institutions such as banks and government, but there is more and more talk of
positive institutions seen such as closer and more local ones (local sports teams,
neighborhood associations, etc.)
From the Celtic Tiger years we know self-worth has become more money-focused.
This is not as much the case now, but still some of that impression remains in the
collective consciousness. However the crisis has brought the need to reconcile this
focus on money with a difficult, sometimes hostile reality. This has created a need to
re-forge identities while the iron was hot. It is this creative process that lends those
who emerge on the other side a strong confidence in what they want.
Importantly, they can recognise and embrace structures and brands that have
undergone the same process and express the same confidence.
Irish consumers are torn by a range of tensions emerging in their lives. Although the
coming years are still full of uncertainty, there is a well pronounced need to take
advantage of what the future holds, to look forward and overcome the “ghosts of
the past”.
The fact that things are finally stabilising and slowly picking up makes everyone
realise that something has to emerge from the chaos of the last few years. No one is
too sure of exactly what that will be – but everyone is ready to recognise it,
embrace it, and leave the crisis behind.
So the Irish people have had to re-forge its identity, leaving some parts behind and
adding some new ones. But what exactly came in? What’s been done without, and
what’s yearned for?
As the trauma slowly fades and people yearn for what they have lost, the first desire
is for everyone to start acting normal again. This means behaviours, culture,
attitudes and values are benchmarked against the ‘traditional’ ones. There’s a
sense that the loss has been internal as much as external: greed, materialism
(specially in the young generation) and cold-heartedness seem to have taken a
foothold.
To counter that, if feels extremely important to everyone to seek and get close to
anything that provides some of that closeness as part of its normal function.
Local communities are the embodiment of closeness and traditional safety. In
Ireland identity is rooted in the existence and vitality of these small communities,
and they have always played a major role in providing support and relief in difficult
times.
All share a strong belief that sticking together against adversity can only bring closer
the light at the end of the tunnel.
There are two reasons for that positivity. The most obvious one is that the economy
is clearly stabilising, indicators are back in a modest positive, an the zone in general,
if a little shaky at times, hasn’t lived in constant fear of collapse for a few years.
The other (possibly stronger) reason is that at the darkest and most threatening
point, all had to rethink themselves completely, and re-build their consumption
patterns, goals, and paths in a safer way. This clearly leaves them better equipped to
deal with whatever is coming, and less at risk of a financial catastrophe, regardless
of the economic context.
There are hopes associated with cultural mixing, and with diversification in the
country – but these hopes are still very indistinct and blurry. Mostly positive
thoughts go with modernity, and a possible relaxation of a relatively stuffy
atmosphere – but that’s not always enough to fully counteract mistrust of
“otherness” in general. Anything coming in must first show full effort of integration.
In this context, feelings of close community and tradition are practically the same
thing. The most important thing when thinking about tradition, and “healthy values”
for the future, is to keep the bonds with family and friends strong. This is an ongoing
effort, from day to day maintenance (the phone call with grandma) to upgrades and
improvements (doing it via skype or FaceTime)
This effort of maintenance and improvement goes all the way to ritualised
gatherings, like Sunday dinner and wedding masses.
Technology is at its best when it makes the traditional past fit more practically in
our daily lives. Likewise for all new changes in national culture, personality,
temperament: they can be seen as compromises so that the best and most precious
of heritage and identity may be salvaged and passed on.
The association between the two comes naturally: confidence and positivity are
classical Irish traits, so getting them back when things come back to normal is
expected – and a return to Irish values (solidarity and community first and foremost)
is seen as the key to a prompt and durable recovery.
Steady does it: consumers are looking to the future with moderate, reasonable
hope. Today is a bit better than yesterday, and tomorrow will be a bit better than
today – if they watch where they’re going. No running forward, and certainly no big
leaps of faith. Anything that cannot be seen on a personal dimension is scrutinised,
questioned, and taken with a big pinch of salt.
As doom and gloom recedes consumers try to find a certain balance in everything,
and particularly between effort and reward. Consumers want to be able to reward
their hard work with a little something avoid ‘all work and no play’, which is
demoralising and difficult to sustain. There isn’t yet a return to status purchases or
keeping up with the joneses, just little me/us moments in the flow of things.
Brands have a great opportunity here in appearing wise, reasonable, and not
overindulgent. Brands that maintain a sober and dignified image, away from futility
and franticness, can deliver fun and pleasure ‘at the right level’, without triggering
feelings of anxiety or remorse.
Shifting to new and different (or half-forgotten) products and activities can be its
own reward, by highlighting how much is saved by not falling back into the
boisterous, indulgent consumption patterns of a few years ago. The more you
spend, the more you save!
There are many ways to offer pleasure and fun in a way that doesn’t leave
consumers (feeling) empty-pocketed. Possibilities include presenting the action in a
worthy light, showing additional benefits (e.g. health, charity, education), or
explicitly taking the place of a product or occasion fallen in disrepute since recent
years - but above all it is important to display a grounded, level-headed image.
“Normal is the new cool”: It’s important not to look too ‘fancy’ or exceptional in a
climate of restraint and mature deliberation, but it’s also important to always get
quality products – not only for basic enjoyment, but also for a certain feeling of
value for money.
Staying within budget is still very much a top-of-mind preoccupation for consumers.
But as this stress slowly recedes, what is left is the need to feel sure that they’ve
made the right choice – that they’ve got a whole lot of bang for their buck. This can
be achieved in a number of ways, from hot deals, to innovative, higher performance
products, to the possibility of winning something down the line.
The best connections in terms of value are the ones that stay with the consumer.
Staying part of daily life is crucial to ensure that that feeling of having ‘more’ isn’t
seen as just an eccentricity, a treat, or a fluke.
Small and affordable indulgences can come in many ways. Promotions etc. enable
consumers to get a little bit more of what they like – while smaller packages can
make an otherwise unaffordable item feel innocuous. More than the attraction of
the big prize, raffles offer the held hope of a big prize – and that is itself a small
indulgence.
At a time when everyone, consumer and businesses, is still feeling the pinch, any
effort to promote strong links to the reliable, sturdy, high-quality values of the past
is a strong investment. Without falling into senseless nostalgia and outdated
symbols (shamrocks, leprechauns, Celtic typefaces…), referencing a feeling of pride
at all the quality and ‘realness’ of the Irish heritage actually feels up-to-date and
bang on the money.
Accessing affordable everyday quality products is a huge concern, for all the reasons
seen above. But we’ve also seen how and why supporting the local community and
investing in it is seen as the wise choice. Luckily these notions are not at odds
anymore – global ‘status brands’ are taking a back seat in consumer minds in favour
of more homey, relatable ones.
Directness is a way to be close to the consumer. Having an obvious link to ‘real life’
is extremely important. Most of the backlash after the financial crisis has been
directed to abstract, obscure giants with no face and no feet on the ground. An
immediate relationship with the consumer, be it through national values, heritage,
craft or ingredients, always benefits from being very clear and very simple in its
expression of that relationship.
Modern Irishness is in the everyday life, and the small things that unite people.
There are many ways that people are united – through language, through
geography, through family… Bridging time, bridging distance, bridging difference…
These are all ways to bring people together within the Irish community – but most
importantly they’re bringing people together positively, which is inherently Irish.
That’s something to celebrate.
Over the last few years a new contemporary trend has established itself in every
major city in Ireland, mirroring the latest urban evolutions in London, New York,
Tokyo and Berlin.
A culture centered around creativity and café culture is a key sign of the arrival in
force of the Millenials, (who are born with a link to global society) on the scene. At
the same time, renewed exportation of Gaelic symbols (new, edgier Guinness
campaigns, syndication of GAA on global TV networks, etc) enables them to feel part
of both the local and global movements without great contradictions.
Millennials have the ability to belong to both an evolving, dynamic, fluid world; and a
more grounded, recognisable, and stable one. However that is not always easy for
everyone else! Any brand that manages to bridge that contradiction has a very
strong potential for adoption and loyalty, particularly from new families.
One way to bridge the gap between tradition and modernity comes from recognising
the new settings that current consumers are eager to embrace (strong belonging to
their city/neighborhood as much as to their county of origin, omnipresence of
technology, an access culture rather than possession or movement…) and to present
them in a traditional cultural packaging and human attitude.
Another way involves which of the traditional products are particularly attractive to
new generations, and to make them accessible with a sharp, self aware, and ‘fun’
attitude.
A clear understanding of whether the product is fundamentally traditional or
modern, enables the brand to accurately praise the traditional or modern qualities
of the product, while presenting itself positively the opposite way (modern for a
traditional product, and vice versa).
This produces a balanced, compelling effect which is at once safe, accessible and
attractive.
As unbridled consumerism is more frowned upon, people are re-thinking their
position in the whole social, economic, and industrial process. Rather than be at one
end and consume mindlessly, many are now thinking of themselves as being more
creative, and take pride and pleasure in their creative, productive status more than
in their purchases. This is due in part to the certainty that whatever they create or
get personally involved in will be inherently part of the local community.
More than ever, people want to believe in the creative potential everyone has. This
is even more the case in Ireland. There is plenty of room for involving consumers at
every level and make them feel part of the process, give them a direct grasp of it.
A familiar, immediately recognisable appearance makes consumers feel save in
venturing in new modes of enjoyment. Likewise, re-purposing old staples helps to
keep them relevant and engaging. The key is in finding new or fringe ways to
interact with traditional structures, and validate them fully by validating them by
democratic approval and front-of-scene positioning.
It is more than anything this democratic approval and feeling of involvement that
can generate belonging for otherwise overly new and ‘other’ ideas.
Irish brands can leverage all of the power of proximity to ensure consumers feel part
of the family. This involves geographic proximity (as microbreweries do), descriptions
and evocations, or hands-on involvement in seminars, apprenticeships, investment
programs… Crowd-funding, crowd-sourcing, etc are all good ways to achieve this
feeling of being together in the re-construction of a common Irish identity.
In the next section, we highlight opportunities for Irish Food and Drink companies
from this New Realism.
Irish consumers have an updated identity, they have overcome the recession,
reaching a new economic plateau. They don’t want dull anymore; give them exciting
and new products which live up to their expectations.
They have also become more savvy—this attitude is here to stay. Products which are
high quality but don’t break the bank are high in demand.
As well as all of this, Irish heritage is important—give them products which celebrate
and embrace culture and being Irish!
While celebrating traditional roots is important to consumers, blending it with
modernity will show that your brand is progressive and in-tune with the world
around them. Involving young entrepreneurs and recognising them as the driving
force for Irelands new image is a great opportunity your brand.
In order for your brand to create better, more meaningful connections with your
consumers build trust through transparency. Realise the importance of local
communities. Ask yourself, how your brand can better cater to the cultural diversity
of modern Ireland—celebrate these different influences. The new Irish identity
bridges traditional Ireland with modern Ireland—can your brand leverage from this?
Thank you!
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