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mccp.ie For more information contact: [email protected] ph (01) 6350030
IRISH CONSUMERS SEEKING MICRO MOMENTS OF RELEASE IN 2013
The new Irish consumer who is more moderate in their consumption is beginning to seek out moments of micro release In 2013 the Irish consumer will be entering the next phase of the ‘New Normal’ as they get to grip with increasing charges. Reframing taxes as charges may position them as a citizenship fee however it means the same to the pockets of Irish consumer – less money. Once essentials are paid 18% of Irish households have no funds left every month and 53% have less than €100 left over. Greater fear and less money means a more considered purchase journey; 88% of Irish people will go online to research products before they buy, versus 79% of their European counterparts (IAB 2012).
More Optimistic The one ray of light is that they are feeling more
optimistic. Confidence has grown in 2012 and is rising slowly in the longer term, now at 63.8% (Nov) up from 56.6% in January (ESRI).
“18% of Irish households have no funds left every month”
At MCCP, our TrendStream™ consumer insight project, we are witnessing early signs that consumers are becoming fatigued with the ‘cut back’ mentality and have a desire to ‘start living again’. This desire to defeat the recession and its effects is exemplified through the new Renault ads. Within these ads the consumer is shifting focus towards living again highlighted by the apathy towards leaving the immersion on or the willingness to splurge on popcorn at the cinema.
New Behaviours, Lots Of Micro Opportunities That Help The New Moderated Consumer Achieve A Balance In 2013, we predict the continuation of behaviours such as right sizing, healthier options counterbalanced by mini indulgences and thrifty behaviour balanced by moments of escape and release. Small that is also smart is the new Big Idea for 2013. Brands and companies that enable the Irish family to take a little time out to have fun together without a large spend will succeed in forging a connection because they understand their needs. Fun and little moments of positivity are important to the Irish psyche to counterbalance the grim reality and can help consumers see that there is light at the end of the tunnel.
mccp.ie For more information contact: [email protected] ph (01) 6350030
This mini release is an important way for the Irish consumer to remove the shackles of fear. Kay McCarthy is MD & Founder of MCCP The Planning Agency who work with some of Ireland’s largest brands to help game change through better consumer insights and sharper strategy (brand, communications and innovation).
