Larry Ryan (right) on Ireland’s millennials versus young adults overseas
As researchers we are slightly uneasy at making generalisations about broad swathes of the population. Yet we live in an era with much classification of consumer groups. Millennials is one such group, namely consumers up to the age of 34. Major milestones or events for any generation are likely to affect individuals and may manifest as deep needs or anxieties.
Much has happened in the past 30 years to shape these attitudes, from the pervasiveness of technology, to the horror of 9/11, the now significant impact of the environmental movement, and a much heightened focus on parenting. B&A has been a member of the world’s largest working research partnership, International Research Institutes (Iris), since 2000.
One of the aims of the six monthly Iris meetings is to establish a feel for national similarities and differences across nations. Focusing in on Millennial values had been a recurring topic in recent years so a study was developed across 23 countries, interviewing 22,500 Millennials. We used a series of questions that drew on various sources including Pew and the European Social Values (ESV) surveys. A novel online survey approach was also tried called River Sampling. It allowed the study to be replicated in each country, without using survey panels.
What was learned?
Millennials worldwide have quite similar views despite diversity of social, cultural and economic background. Shared formative experiences have engendered more similarity than we might have expected in light of national differences. Perspectives of local economies, personal health and satisfaction with life are quite common across various countries.
Millennials are less politically engaged, but much more technologically adept and of course highly active on social networks. They are generally disaffected with religion and they trust most things much less than previous generations. They are a “because I’m worth it” cohort and often have high expectations of both work and relationships, which may lead to disappointment, while over-attentive helicopter parenting is not uncommon.
#Fitzbo influencer: Healthy living campaigner Roz Purcell, 26, is seen as a typical Irish Millennial. Purcell’s lifestyle would tick many of the characteristics listed in the box below.
Ireland’s own?
What’s interesting and distinctive about Irish Millennials? There are notable differences between Irish and other Millennials. Firstly, the Irish tend to be more satisfied with their lives than many other nationalities in Western Europe. Irish Millennials are more positive about the balance they achieve between paid work and time spent on other activities.
However, in respect of the economy they are firmly negative, falling notably below the global average, yet ahead of the low levels in Greece, Japan and France. Irish Millennials get a reasonable fulfilment from what they do in life and feel a freedom to determine how they live their own lives. A sense of personal freedom of choice is not so apparent elsewhere.
There is a much less patriarchal view in Ireland than is apparent in other countries. Irish Millennials have the second lowest levels of agreement globally that ‘the father of the family should be the master in their own home’. It characterises the attitudinal backdrop that shaped the Yes vote for marriage equality. Young Irish adults place less value on obeying authority.
| GLOBAL MILLENNIALS | IRISH MILLENNIALS (VS GLOBAL) |
| Low political engagement | Happier, more optimistic |
| Disaffected with religion | Good balance between work and life |
| Technologically adept and focused | Feel accomplished with their work |
| Trust less | Freedom to choose own path, in control of own destiny |
| Sense of self worth | Not patriarchal: socially progressive |
| Expectation of workplace progress | Happy to emigrate |
| High expectation of relationships | Less materially motivated |
| Helicopter parents | More prepared to work for good of society, less money-conscious |
| Less respect for authority | |
| More negative about the economy | |
| Happy to see immigrants but think they should mix/assimilate |
Probably, in light of long-established patterns of emigration, Irish Millennials are prepared to emigrate or migrate in the event of economic instability. They are less materialistic than those in many other countries and are more open to working in the public interest, rather than making lots of money in business. However, they are also more pragmatic too.
They recognise they are in control of their own destinies, rather than being steered by an ‘invisible hand’, or being subject to forces over which they have no control. There is less agreement in Ireland that the country would be better off if ethnic and racial groups kept their cultural identities. It reflects the rapidly changing social mix in Ireland and a view that the ongoing influx of migrants is good for the country, rather than constituting a social problem. But the Irish encourage assimilation and do not necessarily value ethnic differences in society. It may not speak to underlying racism among Irish millennials, but rather to a lack of thought about what migrants may want themselves. To explore the data and insights in greater detail you can browse the online survey dashboard on www.irismillennials.com
Larry Ryan is a director of Behaviour & Attitudes
