Worldview Toolkit
Exploring Irish attitudes to overseas development aid
Empathisers
Empathisers are more likely to be female, with a Centrist political outlook. These individuals are more rural than average, with higher representation among family stage cohorts. This segment also skews slightly towards the blue collar working C2DE socio-economic group.
Socio Cultural Profile
Empathetic Reactionaries view their individual identity in equal part as citizens of their own country, as well as their local community. Personally quite worried about the economy and job security, these individuals are quite strong proponents of a tax less, spend less regime. Less likely than average to view Ireland’s move to a multi-cultural society as a positive shift, Empathetic Reactionaries is a little more likely than others to profess concern around education, healthcare, etc. in developing countries.
Overseas Aid Profile
While generally concerned about poverty in developing countries, Empathetic Reactionaries are more likely to be motivated to help such countries due to a sense of empathy, charity and sympathy, as well as a belief that such countries are entitled to help as a basic human right. With regard to the perceived root causes of poverty in these countries, Empathetic Reactionaries is more inclined to identify factors which are arguably difficult to address – such as war and conflict, high prevalence of disease, and insufficient spend on services by local Governments.
How do we reach them?
Representing the youngest segment of all, it is not surprising that Empathetic Reactionaries are firm believers in the efficacy of social media in bringing about social change, and also informing them in relation to news and information .This is not to under-estimate the amount of TV these individuals consume – most likely dominated by VOD and catch-up platforms.