Gay Lesbian Survey Irish
Nov 16, 2007
Groundbreaking new market research data has found that while gay men and lesbians in Ireland earn considerably more than their heterosexual counterparts, many are still in the closet at work.
New lesbian and gay market research released today reveals that Ireland's 200,000 gays and lesbians are living lives that are diverse and could often be described as 'well lived'.
But when it comes to being out as gay at work a very different story emerges.
Research respondents reported on in the ‘Out Now 2007 GCN Ireland Gay Community Market Report’ reveal a wealth of new Ireland gay community market data.
The most comprehensive research of Ireland's gay and lesbian communities ever has revealed Ireland's gay and lesbian community are often well-educated, well-paid, well-traveled and living happily in relationships.
Yet half of all those surveyed for this research said they cannot be open with all they work with. Only 50% said they can be open about their sexuality with all they work with. Out Now research in other markets shows that this compares with 51% in the UK, 61% in Australia and 66% of gay research respondents in the Netherlands who say they can be open about their sexuality at work.
Ian Johnson, CEO of Out Now Consulting who carried out the research for GCN described the research as "groundbreaking".
"Ireland is home to almost 200,000 lesbians and gay men," said Johnson. "The research indicates they are often well-educated, well-travelled, living in relationships and many are well-paid. Yet only 50% of this sample say they can be open about their own sexuality with everyone they work with. We think that is not good enough.
"It is more productive and more effective for corporate team building when what is clearly a well educated and well connected group of people can all be comfortable at work being honest about who they really are," according to Johnson. "The fact that this is not happening means Irish companies need to work harder at building more supportive work environments for all staff, including lesbians and gay men. Paying more attention to diversity gives companies real benefits in both retaining lesbian and gay staff and increasing workplace productivity."
According to the editor of GCN, Brian Finnegan, this reveals a contradiction at the heart of gay life and lifestyles in Ireland.
“There are two very different stories going on in this survey,” he says. “On one hand gay people are highly educated, professional, earning very good money and leading fulfilled lives.
“But there is another world where this group are faced with inequality under the eyes of the law, which leads to a situation where 50 percent are not comfortable being out in the workplace.
“It is only when the law changes that they will begin to have the confidence to be out and feel comfortable in all parts of society.”
In other results from the research report released today:
- internet access is now almost total in the Irish gay segment, with more than 97% of respondents regularly using the internet.
- average spend on online shopping is EUR€3766 each year.
- average income levels are high (EUR€44,614 annual pre-tax income).
- gay male respondents earn more (EUR€47,316) each year than lesbian respondents (EUR€42,468).
- there was an almost even split between respondents that prefer full marriage rights (51%) to those who prefer Civil Partnerships (49%).
- 9 out of 10 respondents would consider formalising their relationships if such laws are enacted in Ireland.
- gay voters prefer the Labour and Greens political parties.
- most respondents (54%) are currently in a relationship.
GCN is the leading lesbian and gay media product in the Irish market.
Out Now Consulting has, since 1992, been involved in gay market research and marketing to gay and lesbian communities around the world.
"Many organisations, companies and brands, want to better understand the complexities of the Irish gay and lesbian market," said Johnson. "Now that is possible. This new gay market research means that through a better understanding of the consumer, marketing and social issues faced by Irish gay and lesbian people, lesbian and gay community attitudes and concerns will be addressed."
Finnegan acknowledges that better understanding of its gay audience will help the not-for-profit GCN to meet the needs of both its audience and its advertisers. "We rely heavily on advertisers at GCN to allow us to deliver a world-class product. Now, with a clearer knowledge of lesbian and gay Irish people, we can do that even better," he said.
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