Only 1 in 4 say they would be confident to return to a clothing shop next week indicating a cautious approach from the Irish public – Core Research

  • Just one third (34%) would be confident to host people in their home over the next three weeks
  • 86% of people say local shops and businesses have handled the Covid-19 situation well – Core Research
  • 74% of people say they are now optimistic that Ireland can overcome the COVID-19 outbreak

74% of people are optimistic that Ireland can overcome the Covid-19 outbreak, according to the latest wave of Covid-19 research from Core, Ireland’s largest marketing communications company. This is an increase from 61% in May and 67% in early March, when the behaviour of the virus was not yet known. This optimism is based on the public’s understanding of the Covid-19 crisis and will hopefully translate into consumer confidence. The survey results are based on the views of 1,000 participants.

As optimism increases, concern about Covid-19 has declined. As people have learnt new health behaviour to protect against Covid-19, those who are very or extremely concerned about the pandemic is at an all-time low. The percent who are concerned has fallen from 75% of adults in March when the outbreak began, to 59% in May and most recently, just over half (51%) in June.

However, the public continue to understand that Covid-19 is with us for the long-term, with 70% believing it will last beyond September 2020, including 38% who believe it will be with us into 2021. The top five emotions people are feeling are hope, caution, anxiety, acceptance and optimism.

Local shops and business maintain the highest level of public approval – with 86% of people saying they have handled the situation well.

Significantly, approval of how other citizens are handling the situation (public solidarity) has increased from 64% in May to 76% in June. While half the population say they have met up with a small group outside during Phase 1, only 34% would be confident to host people in their home over the next three weeks.

In terms of reopening retail, 29% of adults have visited a DIY store since their re-opening, compared to 36% who said in May they would be confident to do so. Similarly, 26% have visited a Garden Centre, compared to 39% who said they would be confident.

As some retail reopening move forward to phase 2 (this Monday), the public remain cautious about returning. One in four (25%) people are confident returning to clothes shop. This confidence level will increase to 64% of the public by mid-July.

Finian Murphy, Marketing Director at Core, says the results are indicative that people are remaining hopeful about the situation: “Throughout this crisis, the public behaviour has been extremely pragmatic and hopeful. We remain sensitive to those impacted by Covid-19, but optimistic as a country, that we have achieved a lot. This has resulted in a strong social cohesion with 3 in 4 of us believing we are all doing a good job.

“While many are pushing for a faster reopening, the Irish public are more cautious as only 1 in 4 would be confident in returning to a clothing shop next week. This will be beneficial to allow workers to return, businesses to understand how to manage traffic and systems, and give customers an opportunity to understand how the shopping experience will be different. Communicating the new experience and managing expectations will be key.”

Core Research is part of Core. 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 Research report please click here: