Over two in three Irish people prefer to buy from brands that treat employees fairly and provide equal opportunities – new research from Core on Diversity, Equity and Social Inclusion

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  • 68% say they would stop buying from a company that is known for treating people unfairly

 

  • Just over six in ten people (64%) believe employers should offer flexible policies to support diverse needs such as family or religion

 

  • Nearly seven in ten (68%) believe there is a need for greater support for women to close the gender pay gap

 

Over two in three Irish people (68%) say they prefer to buy from brands that treat employees fairly and provide equal opportunities, according to new research on Diversity, Equity and Social Inclusion from Core, Ireland’s largest marketing communications agency.

 

The research, which gathered insights from 1,000 adults age 18 and over living in the Republic of Ireland, revealed a high level of consensus across the Irish public when it comes to seven foundational beliefs around fairness, inclusion, and business responsibility. These seven statements reflect shared values around merit, opportunity, and trust:

 

  • Seven in ten people (71%) say a workplace that welcomes different kinds of people leads to better ideas
  • Over two in three people (68%) say they would stop buying from a company that is known for treating people unfairly
  • Over two in three (68%) believe there is a need for greater support for women to close the gender pay gap
  • Just over six in ten people (64%) say employers should offer flexible policies to support different needs such as family or religion
  • Just over six in ten people (64%) say the most qualified person should always get the job without companies worrying about diversity

trust.

The new research examines the nuanced landscape of public attitudes among adults in Ireland towards diversity, equity, and inclusion (DEI). While there is broad support for DEI values overall, opinions diverge significantly depending on how inclusion is presented – particularly across branding, advertising, and workplace policies.

 

Three distinct groups emerged from a cluster analysis of responses to 13 DEI related statements:

 

Fairness Advocates (39% of all adults)

  • High levels of agreement with statement such as supporting PRIDE (71%), trusting companies that promote fairness (87%), and believing in the need to close the gender pay gap (90%)
  • Predominantly female, in managerial or clerical roles, and from higher income sectors
  • This group sees DEI as essential to ethical workplaces and responsible business

 

Cautious Moderates (47%)

  • Not actively involved in DEI efforts but do not oppose them
  • Express moderate agreement with many DEI principles but stay neutral when inclusion appears politicised or inauthentic
  • Just 35% would attend a PRIDE event, and fewer than half (41%) feel more positive about diverse advertising

 

Sceptical Critic (14%)

  • Resistant to DEI narratives
  • Majority of this audience (85%) believe diversity programs create unfair advantages
  • 88% say businesses should focus on products, not social causes
  • This segment is older, predominantly male, and largely in manual roles, expressing discomfort with what they see as performative inclusion or reverse discrimination

 

Commenting on the results Finian Murphy, Marketing Director at Core, said:

“Despite this variation across the three distinct groups, most Irish adults (86%) fall into groups that support core DEI values – suggesting that Ireland’s national sentiment is broadly progressive. However, only half of the large “moderate” middle expresses strong enough alignment to confidently defend DEI initiatives if they come under cultural or political attack. Their support, while present, is

conditional.

 

The findings suggest that for brands and organisations to build lasting public trust around DEI, they must demonstrate authenticity, practical relevance, and a clear link to shared values – not simply ideological alignment. Inclusion that feels forced or overly performative may alienate the very audiences needed to sustain long-term social change.”

 

To read the full report, visit: onecore.ie