Meet Michael, a typical Pragmatist
Michael, aged 70, and a widower, is a retired empty-nester, living in Drogheda, a large regional town in Co Louth. He owns his own home outright.
Michael spent a period of his 20s in London where he worked on the building sites before coming back home and setting up his own painting and decorating contracting business. One of his sons is now in Australia after becoming fed up with not being able to afford to buy a decent home in Ireland, despite having a degree in engineering.
While Michael has sympathy for immigrants fleeing terrible circumstances and trying for a better life in Ireland, he is becoming concerned about a potential strain on public services and housing. He wonders if a more sensible approach would be for the government to decide that Ireland can only take in so many. He has witnessed more rough sleepers on the streets in recent years and is alarmed at racist attacks in the town. He’s also aware that the local Our Lady of Lourde’s Hospital, where his daughter works as a nurse, is overstretched. Michael also knows firsthand about the long waiting lists for health services, having been forced to retire before he wanted to due to back pain.
Michael starts his day by walking to his local shop, with his pet dog in tow, where he buys the Irish Independent. On Wednesdays, he also picks up the Drogheda Independent. He likes to have Ireland AM on in the background when he’s having his breakfast and reading the papers. When it’s over, he switches on LMFM on the radio. He likes to stay informed about national and local affairs. Though often dumbfounded by the inability of politicians to problem-solve even basic issues, he’s a firm believer in Ireland’s democratic system.
As his friends in his local Active Retirement Association and Men’s Shed group, both of which he attends every week, know only too well, Michael is often fond of quoting Winston Churchill’s famous words about democracy being the worst form of government except for all those other forms that have been tried from time to time. Also, aghast at the goings-on across the pond in America, Michael feels fortunate to be a citizen of a country like Ireland that has a government committed to upholding democratic values.
His daughter calls in most days with her two children. He loves hearing his grandchildren’s stories about school and their friends, many of whom have parents from places like Ukraine and other parts of Eastern Europe, and even Nigeria.
Michael is a member of the local Tidy Towns and enjoys the satisfaction of giving back to the community. He fundraises for Drogheda United, doing bucket collections and selling tickets for draws. He’s also a regular churchgoer and helps with collections and fundraising for the local church. While Michael actively supports local voluntary organisations and charities, he’s cautious about donating to overseas development organisations, which he thinks are likely to be corrupt and incompetently managed. While he’s not against helping others, he just wants to know it’s being done properly, and that we’re not forgetting people here at home.
Quick Look:
Where do we find Michael?
Walking his dog, with his grandchildren, playgrounds, at a football match, at an Active Retirement social event, participating in a local voluntary spring clean, at Mass on Sunday and Church fundraisers, and fundraising for local community organisations.
What influences Michael?
TV news and current affairs programmes on traditional channels (RTE, Virgin Media), both national and regional radio (news bulletins and daily talk shows on LMFM), Newspapers (traditional and national titles, Irish Independent, Drogheda Independent), political parties particularly centre/centre right (Fianna Fail, Fine Gael).
Avenues for engagement
The fact Michael is a regular churchgoer indicates that this may be a touchpoint for reaching him, e.g. via fundraising drives/collections or by including a news item in the local parish weekly bulletin. His Men’s Shed group and Active Retirement Association are other touchpoints for reaching him via e.g. partnerships and guest talks.
Messaging Recommendations to reach Pragmatists like Michael
In terms of media, we know from the Worldview 2025 findings that the biggest influence on Pragmatists like Michael is TV news, Newspapers, and Radio news. Place much less importance on the influence of social media, family and friends on their views about the key issues of the day. The fact that Michael is a regular churchgoer indicates that this may be a touchpoint for reaching him, e.g. via fundraising drives/collections or by including a news item in the local parish weekly bulletin. His Men’s Shed group and Active Retirement Association are other touchpoints for reaching him via, for example, partnerships and guest talks.
Should emphasise practical results and outcomes – show real-world improvements, like clean water, school infrastructure, or healthcare delivery. Show proof of results over emotional storytelling. Emphasise fairness, accountability, democracy and rule of law. Emphasise how funds are managed and audited- “We know every euro counts. Here’s exactly how it’s spent and the difference it makes for communities overseas — efficiently and responsibly.” Communicate in a clear, practical, and trustworthy way. Acknowledge that support at home and abroad can coexist.
Explore Michael’s narrative more below.
