ZEITGEIST UPDATE
The first quarter of 2010 has seen some interesting shifts in the mood of the nation – as measured by our Zeitgeist survey. We shared highlights from the latest data and trends to a packed house at the Media20:20 conference (http://www.mediacontact.ie/home.html) in Croke Park.
In addition to igniting a heated Lyons v. Barrys Twitter debate (even tea addicts are brand switchers), Zeitgeist generated quite a flurry of interest from press and punters alike; as witnessed in the twitter stream, postings, and articles in the following days.
And it’s no surprise either, because the data shows a little bit of optimism in Ireland.
Here’s a quick overview of some of the highlights from the last couple of months data.
Feeling a little better
February and March brought something of an improvement in the mood of the nation; men more than women, but for both, positive feelings are outweighing negative for the first time in 6 months or more.
We still don’t trust anyone or anything
So we may be feeling a bit better, but the population’s trust in the church, Government, banks, corporations is at a nadir. The implications for brands are significant, and far ranging; to engender trust brands must be transparent, honest, show they understand the consumer’s needs, and offer more.
Frugality is the new black
It seems even the young and traditionally less responsible elements within the population are into paying debts; if given €10,000 tax free tomorrow, 38% of 25-34 year olds would use it to pay off debts, a further 38% would save it, meaning only 24% would spend it with abandon!
WOMEN need chocolate
We all need treats, but for women the most important little treat in these times remains chocolate!
Fewer Dates – but more Babies!
Perhaps the most sensational finding was the drop in the amount of woo-ing going on; 43% of Irish people are dating less this year (in 2009 only 29% of folk had cut back on romance). Conversely almost, the baby boom is continuing, as the CSO tells us 2009 and 2010 look like bumper years for new arrivals, and this trend is going to continue for several years.
Board Games and Reading
Indoor sports continue to boom this year, with 39% of people reading more and Board Games appear once again in respondents’ escapism activities.
So it seems that Ireland may be entering a new phase, of adjusted expectations, and a new approach to living. While the population is still uncertain, and angry and mistrustful, Zeitgeist reflects that some acceptance of the new world order has brought calm. A significant 59% of respondents feel that Ireland will be a better place in 2020; and that’s got to be a good thing.
For a full, up-to-date presentation on Zeitgeist, please contact anna.ryan@chemistry.ie / +353 1 498 8800.
