- 1 in 3 believe people will not return to behaving exactly as they were before Coronavirus
- Three quarters of us say it’s personally important to them that they can spend more time socialising outdoors in 2021
- 63% believe it is important that TV shows and news coverage have greater diversity in 2021
- 70% believe rural communities will grow because of remote working
The events of 2020 have made mental health and wellbeing more important than ever with 85% predicting more support will be needed in 2021, according new research from Core, Ireland’s largest marketing communications company.
The Predict 2021 research provides an understanding of the hopes and fears of the Irish public for the year ahead and which predictions are most important to Irish society and Ireland’s economy. The report revealed that while the roll-out of a Covid-19 vaccination is a key hope for many people, a greater number of people believe mental health supports will be critical. The survey results are based on the views of 1,000 adults, interviewed online and representative of the adult population.
While the majority of people expect most of us to return to behaving exactly as we were before Covid, one-third expect people’s habits to change, sustaining habits they may have formed during this period. This could result in systematic changes across much of our society and economy. With lockdowns in force globally, we saw an increase in the numbers spending time outdoors in 2020 and this is set to continue, with 75% saying its personally important to them that more time is spent socialising outdoors in 2021.
The research also looks at digital, the economy and the Future of Work and Local Communities with a significant proportion of the population (43%) believing young people will need more economic support in 2021 but only 31% believe this will definitely happen. Importance in online privacy has improved marginally on last year as one in three believe people will be more cautious about what details they share online.
When it comes to staycations and growing communities through remote work, 77% believe more people will holiday at home in 2021 compared to the past, while just over 70% think rural communities will grow because of remote working. The importance of remote and flexible working is also here to stay, with 71% saying it’s personally important that companies provide flexible work arrangements. Housing and climate issues have been paused as priorities as Covid has taken the attention from strategies to address these challenges, with only 10% believing Ireland will address social and affordable housing while 9% believe climate action will be prioritised this year.
Diversity and inclusion will be a key priority this year with 63% believing it’s important that television shows and news coverage will have greater diversity of people. There is also a belief that “media reporting will be informed by opinion, not fact,” with 59% of the population saying this is likely to happen.
Finian Murphy, Marketing Director at Core, said: “Covid-19 has disrupted businesses and global economies in unprecedented ways but it has also forced organisations to consider a different type of future. 2020 was a difficult and challenging year but our Predict research for 2021 shows continued resilience, hope and possibilities along with a positive surge of interest in wellness and mental health supports.”
Core employs a team of 310 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy. Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the tenth year running.
To view the full findings of the Core Predict 2021 research please click here: https://onecore.ie/intel/research/predict-peoples-hopes-for-2021/