DIVERSITY & INCLUSION 2025
A REPORT ON HOW IRISH ADULTS NAVIGATE FAIRNESS, REPRESENTATION AND AUTHENTICITY IN A DEEPLY DIVIDED DEI LANDSCAPE
PUBLISHED JUNE 2025
Fairness Isn’t Optional: What Ireland Really Thinks About DEI
At a time when global headlines are filled with backlash against Diversity, Equity, and Inclusion (DEI), Ireland presents a more balanced and quietly progressive story. Core Research’s latest study reveals that while Irish public opinion isn’t uniform, it leans towards fairness, inclusion, and trust—as long as it’s real.
We surveyed 1,000 Irish adults across all demographics and discovered that DEI still matters deeply. But support isn’t blind. In Ireland, people care about fairness - but not if it feels fake, forced, or like a marketing gimmick.
The Big Picture: Support Is Strong, But Nuanced
86% of Irish adults align - at least partially- with core DEI values. Our analysis revealed three main attitude groups:
Fairness Advocates (39%): This group is committed to inclusion across race, gender, and sexuality. Over 90% support closing the gender pay gap, 84% support diverse hiring, and 71% attend or support PRIDE events. They’re mainly women, mid-career, and in clerical or managerial roles.
Cautious Moderates (47%): The largest segment, they don’t oppose DEI - but they’re not fully onboard either. Only 35% would attend a PRIDE event, and just 41% feel positive about diverse advertising. Their support is conditional and closely tied to authenticity and merit.
Sceptical Critics (14%): Older, mostly male, and working-class, this group believes DEI has gone too far. 88% think businesses should focus on products, not social causes. For them, DEI often feels like political correctness or reverse discrimination.
What’s clear is that most Irish people believe in equal opportunity and fair treatment. But that support is fragile when DEI feels performative.
Fairness, Trust, and the Power of Authenticity
Some of the most widely agreed-upon statements in the research reveal just how deep the commitment to fairness runs:
71% believe diverse workplaces lead to better ideas.
68% would stop buying from companies that treat people unfairly.
64% say they’re more likely to trust brands that support inclusion.
This shows that DEI isn’t just a nice-to-have - it’s directly linked to brand trust and consumer behaviour. When people see inclusion as part of how a company operates - not just how it markets - they reward that with loyalty.
However, there’s a growing demand for authenticity. While 72% of Fairness Advocates feel positively about inclusive ads, only 41% of Cautious Moderates agree. Among Sceptical Critics, that number plummets to 9%.
The takeaway? Swapping your logo for a rainbow without real policy or practice behind it won’t be valued in Ireland. Irish people are increasingly discerning. They want brands and employers to act on values - not just talk about them.
The Gender Divide: Pay Equity vs. Perceived Discrimination
The data also reveals generational and gendered tension around inclusion at work.
Support for closing the gender pay gap is strong across all ages - but highest among women. Men also support it (averaging around 60%), but there’s a noticeable dip during prime working years.
Meanwhile, a significant number of young men - especially those aged 25–34 - feel left out. 47% of men in this age group believe men are now being discriminated against because of DEI. That’s nearly 1 in 2.
This doesn't mean DEI has failed - it means it must evolve. These insights show that younger men are navigating shifting expectations and may benefit from more open conversations about fairness, opportunity, and change.
What Does This Mean for Brands and Employers?
At Core, we believe DEI isn’t a liability - it’s a leadership opportunity. But to be effective, DEI efforts must go beyond checkbox exercises or performative gestures. The strongest brands in the Irish market will be those that:
Practice fairness internally - through hiring, pay equity, and inclusive team culture
Communicate inclusion authentically - not as trend-chasing, but as purpose-led behaviour
Balance merit and representation in a way that’s clear, consistent, and credible
The public is ready for this. One in four adults in Ireland agree with all seven foundational fairness statements - including support for merit, inclusion, flexible working, and ethical consumer behaviour. Another 13% agree with most of them. That’s a strong base of value-led consumers and employees who want to see action, not slogans.
Now Is the Moment to Lead with Substance
In a world where some companies are backing away from DEI under pressure, Ireland’s mood offers a different path. The data suggests that Irish audiences want fairness that is principled, not politicised. They want inclusion that feels human, not hollow.
This is a time for clarity, courage, and purpose - for businesses to lead with substance, not just statements.
Whether it’s shaping internal policy or building external trust, DEI can be a meaningful strategic advantage - if it’s grounded in authenticity, not appearance.
