At a time when DEI initiatives are under threat in the USA and within some Amercan companies, new research shows that 68% of Irish people have said that they prefer to buy from brands that “treat employees fairly and provide equal opportunities.”
The research, which was undertaken by Core, gathered insights from 1,000 adults age 18 and over living in the Republic of Ireland, reveals a high level of consensus across the Irish public when it comes to seven foundational beliefs around fairness, inclusion, and business responsibility.
The research found that seven in ten people (71%) say a workplace that welcomes different kinds of people leads to better ideas. It also found that over two in three say employers should offer flexible policies to support different needs such as family or religion while just over six in ten people (64%) say the most qualified person should always get the job without companies worrying about diversity trust.
The new research also xamines the nuanced landscape of public attitudes among adults in Ireland towards diversity, equity, and inclusion (DEI). While there is broad support for DEI values overall, opinions diverge significantly depending on how inclusion is presented – particularly across branding, advertising, and workplace policies.
According to the Core research, three distinct groups emerged from a cluster analysis of responses to 13 DEI related statements.
The first group, which it has called the Fairness Advocates represents 39% of all adults. This cohort has “high levels of agreement with statement such as supporting PRIDE (71%), trusting companies that promote fairness (87%), and believing in the need to close the gender pay gap (90%),” it says. The research also notes that the cohort is predominantly female, in managerial or clerical roles, and from higher income sectors. Not surprisingly it sees DEI as essential to ethical workplaces and responsible business.
The second group which Core has identified is called the Cautious Moderates and this group represents 47% of Irish adults. While they are not “actively” involved in DEI efforts, they do not oppose them. They also express moderate agreement with many DEI principles but remain neutal when inclusion appears “politicised or inauthentic.”
The final group – the Sceptical Critics- accounts for 14% of the adult population, according to Core. This group remains resistant to DEI narratives, while the majority (85%) of the cohort believe”diversity programs create unfair advantages.” In addition, some 88% say businesses should focus on products, not social causes. According to Core, the Sceptical Critics are older, predominantly male, and largely in manual roles.
“Despite this variation across the three distinct groups, most Irish adults (86%) fall into groups that support core DEI values – suggesting that Ireland’s national sentiment is broadly progressive,” says Finian Murphy, marketing director, Core.
“However, only half of the large “moderate” middle expresses strong enough alignment to confidently defend DEI initiatives if they come under cultural or political attack. Their support, while present, is conditional,” he adds.
“Overall, the findings suggest that for brands and organisations to build lasting public trust around DEI, they must demonstrate authenticity, practical relevance, and a clear link to shared values – not simply ideological alignment. Inclusion that feels forced or overly performative may alienate the very audiences needed to sustain long-term social change.”
To read the full report click HERE
