Abstract
The role of women in Irish society has changed dramatically in recent years, and, indeed, continues to change. In one respect, this is due to changes in Irish society generally, but the changing role of women has also been a major catalyst in altering Irish society. Both in NI and RoI, women' s roles and responsibilities have expanded beyond the home. Higher levels of educational attainment and career success have transformed Irish women into independent, confident and important consumers in their own right, quite aside from their growing role as active participants and decision-makers in societal and economic life.
Key themes in the Market:
- A significant proportion of young Irish women (aged 16-24) reject the notion that family/kids is all that matters, with the overwhelming majority of these women baulking at the prospect of being a stay-at-home mum rather than going out to work.
- Changing attitudes to domestic life are not motivated by an obsession with wealth-accumulation above all else. Working serves a more fundamental purpose - for many women, particularly those aged 25-34, working affords a sense of self-worth and confidence.
- Gender stereotypes re-emerge somewhat in the area of finances, savings goals and spending priorities.
- Irish women have eclectic and perhaps original interests: family-oriented-outings, restaurants and coffee shops, culture-based pursuits, long walks and - yes - shopping.
- Shopping and fashion are firm favourites of Irish women, but they have not succumbed -to the extent that continental European women have- to the notion that women should work hard at remaining young-looking and being attractive to men.
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