Consumers find their voices

Irish consumers often hide their dissatisfaction by simply saying ‘grand’. But times are changing, writes Emma Kennedy

24th April, 2010

Grand . . . the most ambiguous and ubiquitous word in the Irish vocabulary.

How are you? ‘Grand’. Did you have a nice time? ‘Ah yeah, grand.’ How was your meal? ‘Grand.’

In the mouth of a consumer the word can be damning. It’s not quite awful, but it’s not ‘excellent’. Instead, ‘grand’ is just distinctly average. However, driven by the necessity of recession, Irish consumers are less inclined to put up...

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