This week, we are reporting on Irish pride. For many brands, Irishness is an important attribute that is supported in campaigns, particularly around the weeks before and after St. Patrick's Day. While province and pride has varies effects on consumer behaviour from food to airline choice, there is a growing global focus on nationalism.
Right wing politicians are campaigning across Europe talking about the benefits of nationalism, Brexit was built UK nationalism and Trump is attempting to "Make America Great Again." As we approach our national day, celebrated across the world, what about Ireland? Do people feel proud about the country? If so, who is most proud and why are people not proud of Ireland?
Most importantly, will people attend their local parade to celebrate this Friday?
1 in 5 people strongly agree with the statement "I am proud of Ireland today," and a further 37% of people somewhat agree. Overall, the majority of Ireland are proud of Ireland today with 57% of people agreeing with the statement. 23% have no opinion. The remainder (20%) say they are not proud of Ireland today.
Economic and Social capital linked to Pride
Those who are more likely to say they are proud of Ireland today tend to live in cities, aged under 35 and earning more than the average. 31% of people living in rural areas say they do not agree with the statement "I am proud of Ireland today," compared to 25% who say they are proud. Rural Ireland are less likely to feel proud of Ireland today.
People working part-time, looking after the family home, in education or unemployed are all more likely not too feel proud of Ireland today. Families with teenager children (Older Families) are most likely to feel proud in Ireland today, while new families have less pride.
The rest of the series will look at some of the factors that maybe driving this sentiment and we ask the big question - will you be attending the St. Patrick's Day parade?
Follow us on twitter, LinkedIn or sign up below to receive updates on this series and more information from our State of the Nation research.