What the Irish Marriage Referendum will mean for brands and consumers - June 2015
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
What the Irish Marriage Referendum
will mean for brands and consumers
June 2015
The LGBT community in Ireland accounts for 4% of
the population or approx. 183,800 people
THE PLANNING AGENCY
The LGBT community in Ireland is smaller than
most people believe
This number may sound
One in 25 or 4% of the Irish Global estimates are in line
surprisingly low. The reason is
population identify as gay, with this 4% figure
common guesstimates place
lesbian or bisexual.
the LGBT population at 10%.
In the UK, a study by its Office for
When the Irish Times/Ipsos MRBI National Statistics estimated that
This 10% estimate figure came from just 1.5% of people were gay,
Family Values poll asked people to
2 Kinsey reports –Sexual Behaviour lesbian or bisexual.
describe their sexuality, one in 25 –
or 4 %– of respondents described
in the Human Male and Sexual In Australia a national sample put
themselves as gay, lesbian or
Behaviour in the Human Female – the figure at 3%; in the US the most
the was based on research led by widely cited national poll in recent
bisexual.
Alfred Kinsey, a zoologist years indicates that homosexuality
The real figure may be higher, as
at Indiana University, in the late rates are 3.5%.
10% of people declined to answer.
1940s and early 1950s.
THE PLANNING AGENCY
So how did a population of 183,800 people unite
the country behind their cause?
THE PLANNING AGENCY
The typically apathetic were mobilised
There was a late surge in applications for the So What?
supplementary register with 65,911 names added. When people care about an issue, through a
The Department of the Environment recorded a personal interest they are easy to mobilise.
figure in February of 3,146,777 electors entitled to What was especially powerful about this
vote in the referendum. referendum was that those who were personally
When the number of potential voters on the affected or cared deeply, advocates, brought in
the apathetic or those that were open to being
supplementary register is included, the total was converted to a yes vote.
3,212,688. The issue was made personal for many people
Those who were eligible to vote in this referendum through genuine connections.
accounted for approx. 70% of the total population. The lesson for brands?
Peer to peer connections are more important
The total turnout was 60.5%, that’s compared than ever. When speaking to people you must
to a 33.5% turnout in the previous referendum recognise them as a consumer but also as an
on the rights of the Child. influencer to those around them.
There was a 62.1% yes to 37.9% no vote.
THE PLANNING AGENCY
Badges and Symbols uniting a community
THE PLANNING AGENCY
Supporters were outwardly part of a movement
and a community
Supporters of the yes campaign were given badges to show their support.
This outward manifestation of support created a sense of something bigger
happening and a connection between supporters.
The badges also showed people’s willingness to identify with a cause of
movement that says something about them.
So What?
Consumers, particularly Millennials are increasingly
looking for ways to define themselves and show
their beliefs. The lesson for brands that have a
purpose and beliefs behind what they do is to let
that purpose show to consumers. When a brands
values aligns with their consumers it creates not
only a powerful connection between the brand
and the consumer but also between consumers.
THE PLANNING AGENCY
#HOMETOVOTE
#HOMETOVOTE showed us that the Irish Emigrants are still
vested in building Irelands future for themselves and their
families
THE PLANNING AGENCY
#HometoVote shows us that the emigrated
population is still vested in Irelands future
The #HomeToVote feed became one of the Approximately 36,000 people emigrated from
defining moments, with hundreds of Irish emigrants Ireland in 2006, of whom just over 15,000 were Irish.
returning from all over the world to vote. The Following the demise of the Irish economy since
2008, the figures for annual emigration have
hashtag was mentioned over 72,000 times over increased substantially. In 2012, over 87,000
the course of 24 hours, and was talked about the emigrated from Ireland. Approximately 46,500 were
world over. Irish, which represented an increase of over 300% on
the 2006 figure. Nonetheless, it is important to keep
in mind that in 2012, for example, over 20,000 Irish
The return of so many emigrated was unexpected emigrants returned to the country.
and showed a powerful support from the Irish So What?
Generation Emigration has been cited as the worst
diaspora.
casualty of the recession. However what
#hometovote showed is that those who have
emigrated still hold a deep connection to Ireland
and is a positive indicator that as the economy
improves many of the Irish emigrants will return to
enjoy the future in Ireland that they are still invested
in creating.
THE PLANNING AGENCY
Source: http://www.ucc.ie/en/emigre/emigration/
So
Thewhat canthat
impact we look forward to when
the referendum the on
will have
legislation
Ireland passes? More Irish weddings …
THE PLANNING AGENCYThe impact on customer sentiment
The real upshot of the referendum is the impact
that it will have on consumer sentiment and Irish
identity.
Global recognition of Ireland as a progressive
country will undoubtedly help us regain our
confidence as a global force for good.
At home, consumer sentiment has been rising
steadily due to falling unemployment figures and
consumers having slightly more disposable income.
Major events such as Italia 90, Successful Olympics
and the Good Friday agreement have sparked a
national positivity that has reverberations for the
entire economy, helping Irish people build towards
a better future. The marriage equality
referendum will undoubtedly have a positive
effect on consumer sentiment over the coming
months.
THE PLANNING AGENCYSo what can we look forward to when the
legislation passes? More Irish weddings …
THE PLANNING AGENCYWhat Civil Partnership stats can tell us about the
future of same sex marriages
Since civil partnerships were introduce for gay couples, in April 2011, more than 3,000 people have
entered legally binding unions.
4.35% of the LGBT population are in cohabiting couples Male couples are more likely to wed than female couples
The 2011 census found there were just more than 4,000 There were 392 civil partnerships registered in 2014, 242
same-sex couples living together, a 95% increase from the male unions and 150 female unions.
2006 census.
The average age of homosexual brides and groom is older Dublin 8 is the Civil partnership capital of Ireland
than their heterosexual counterparts Over 76% (298) of the same-sex couples that entered into
The average age of partners in civil partnership couples civil partnerships in 2014, reside in the Leinster area with
was 37.8 years, the average age of male partners being 155 such couples (52%) living in Dublin City. Of the 784
36.8 and average age of female partners was 39.5. This is individual partners, some 753 or 96% were previously single
compared to 35 for hetrosexual grooms and 33 for while 27 (over 3%) were divorcees. Dublin 8 holds the
hetrosexual brides. highest share of civil partnerships with 60 such couples
resident in that area.
THE PLANNING AGENCY
Source: CSOWhat impact this will have on the wedding industry
Industry sources have predicted that up to
600 same-sex weddings will take place in
Ireland in the first post-referendum year.
Marian Purcell, who runs Limerick-based
information site Gay Weddings Ireland, told
the Irish Independent that her service has
never been more in-demand, with business
up by over 50% since she started in 2012.
With the average wedding costing 25K this
will represent a significant contribution to the
wedding economy. If you factor in that
lesbian women earn on average 8% more
than their straight counterparts and that the
average age of getting married is higher for
gay couples they will have more disposable
income to spend on the big day.
THE PLANNING AGENCY
Source: weddingsonline and independent.ieYou can also read
