### **Irish Consumers Show Preference for Brands Committed to DEI: Insights from Core Research**
Understanding consumer preferences can often reveal deeper insights into societal values. Recent research by **Core** has illuminated a significant trend among Irish shoppers: a striking **68%** express a preference for brands that “treat employees fairly and provide equal opportunities.” This pivotal finding underscores the increasing importance of **diversity, equity, and inclusion (DEI)** in the marketing landscape.
#### **The Research Landscape: A Closer Look**
The study surveyed **1,000 adults** aged 18 and over in the Republic of Ireland, revealing a strong consensus on key principles surrounding **fairness, inclusion, and corporate responsibility**.
##### **Key Takeaways from the Research:**
– **Workplace Diversity Fuels Innovation**: An impressive **71%** of participants believe that a diverse workplace generates better ideas.
– **Flexibility is Key**: Over **66%** assert that employers should implement flexible policies to accommodate various needs, including familial and religious considerations.
– **Merit Matters**: Notably, **64%** hold the view that the most qualified candidate should secure a job—without the hiring process being clouded by diversity quotas.
The research goes beyond mere statistics, delving into the **nuanced attitudes** of Irish adults regarding DEI. While there’s broad support for these values, opinions often diverge based on how each aspect of inclusion is framed—particularly within the realms of branding and workplace policies.
#### **Emerging Consumer Groups: Understanding the Spectrum of Support**
Through a **cluster analysis** of responses to **13 DEI-related statements**, Core identified three distinct groups among the Irish adult population:
1. **Fairness Advocates (39%)**
– Characterized by a strong belief in DEI principles, this group shows high agreement with statements like supporting **PRIDE** initiatives (71%) and advocating for closing the **gender pay gap** (90%).
– This cohort predominantly consists of women, particularly in managerial or clerical roles, and comes from higher income brackets. They view DEI as integral to ethical business practices.
2. **Cautious Moderates (47%)**
– While not actively engaged in DEI efforts, this group maintains a neutral stance. They generally agree with many DEI principles but are hesitant when they perceive inclusion efforts as **politicized** or **inauthentic**.
3. **Skeptical Critics (14%)**
– This smaller group is resistant to DEI narratives, with **85%** believing that diversity programs create unfair advantages. Moreover, **88%** argue that businesses should focus on products rather than social causes. Typically older and predominantly male, they tend to occupy manual roles.
#### **A Progressive Sentiment Amidst Skepticism**
Despite the spectrum of attitudes, it’s important to note that **86%** of Irish adults align with **core DEI values**, indicating a broadly **progressive national sentiment**. As **Finian Murphy**, marketing director at Core, points out, “Only half of the large ‘moderate’ middle express strong enough commitment to actively defend DEI initiatives during cultural or political challenges.”
Thus, their support remains **conditional**, highlighting a need for brands to navigate these complexities with care.
#### **The Path Forward: Authentic Engagement is Key**
To foster enduring public trust in DEI initiatives, brands must prioritize **authenticity** and **practical relevance**. According to Murphy, “Inclusion that feels forced or overly performative may alienate the very audiences needed to sustain long-term social change.”
### **Conclusion**
As consumer preferences increasingly reflect a commitment to fairness, brands have a tremendous opportunity to align themselves with these values. The insights from Core’s research underscore the necessity for organizations to engage with DEI meaningfully, fostering genuine connections with their audience.
To delve deeper into the findings of this pivotal report, click **[HERE](https://www.onecore.ie/intel/diversity-equity-inclusion-2025)**.
