One of the most important elements of any campaign strategy is knowing who you need to engage with. So we were very interested to see the initial reports from Census 2016. A few news pieces have been circulating in the news but here are some key points of interest that we think are particularly important to marketers:
There has been an increase of 72,333 people living in Dublin since the last census. Roughly twice the whole population of Monaco. As the main cities take on more people in general, this will continue to have a massive socio-economic and cultural impact.
Imagine there's no Heaven...
There was a 74% increase in people saying they had 'no religion'. This is despite the restrictions in the census that did not any option for 'atheist', 'agnostic' or 'unsure'. It indicates a definite shifting sentiment in Ireland's relationship with the church - even in the last few years.
There were over 12,000 people who reported living in a same sex couple - the first time this has ever been recorded by an Irish Census. Of those, 43% of couples were female. From a marketing perspective, this is important to note in terms of balanced representation of same sex couples!
There was a 5% increase in the number of renters - indicating a further change to the traditional idea of a household. Something we all probably could have guessed given the current crisis in the rental and housing market.
Speaking of households, the number of non-occupied homes has decreased (good news) but the number of people per household has dropped. So scrap the idea of the ‘2.5 kids' because it's actually less than two kids per couple now. This will have longer term implications when it comes to age.
One of the most startling statistics was the massive 20% increase in the number of people that can now claim a pension. As we head towards a similar average age as Norway, marketers need to start planning how they are going to respond to needs across pensions, care, housing, health and insurance.