Consumer Mindset - April 2025
In many ways, March 2025 felt like so many other Spring seasons we’ve experienced over the past five years. In recent memory, the season has delivered its own version of disruption and reorientation.
Think back to February and March 2020, when COVID-19 changed the ways we lived our lives and altered systems of governance, economics, and community across the globe. Then February 2022 brought the shock of Russia’s invasion of Ukraine—reshaping geopolitics, disrupting global trade, and ushering in renewed conversations about European diplomacy and military preparedness.
Global Uncertainty Index peaks
The Global Uncertainty Index, specifically the World Uncertainty Index (WUI), measures the level of uncertainty in global economies and policies. It's constructed by analyzing the frequency of the word "uncertainty" in quarterly reports from the Economist Intelligence Unit (EIU) for 143 countries.
So, in many ways, the public mindset in March 2025 was already prepared—conditioned, even—for further adaptation in the face of global instability. The Global Economic Uncertainty Index is now at an all-time high. In fact, it is as high—if not slightly higher—than it was in the early days of COVID. That’s a staggering benchmark.
This current peak in uncertainty has been ignited and fuelled by the rhetoric, actions, and unpredictable policy shifts emanating from the U.S. administration under Donald Trump. With no clear communication on how decisions are made, and no steady framework guiding international relations or economic policy, the global system—political, economic, and trade—is scrambling to reorient itself. Leaders, institutions, and analysts are once again asking: Where are we headed?
This confusion and volatility are not confined to diplomatic circles. They are being felt and processed by the Irish public too. Our latest sentiment tracking shows that Irish people clearly recognise the global system is once again in flux—uncertain, unstable, and trying to find a new direction. But here’s what’s different in 2025: people are responding differently.
Rather than panic or paralysis, many Irish people are turning to coping tactics they’ve refined over the past decade—relying on what’s close, what’s stable, and what they can control.
They are focusing on social connection, on simple pleasures, and on managing their personal finances despite the looming threats of economic downturns. This emerging mindset is key to understanding our April 2025 data.
The Four Mindsets of the Moment
The headline from April 2025’s Core Research Mindset Report is that Irish society is emotionally and economically split—but not fractured. We are, in essence, living in four simultaneous mindsets, each shaped by a blend of personal wellbeing and economic concern.
First, there is a group of people who are concerned about the cost of living, but who also describe themselves as generally happy in life.
Second, we have those who are happy and not particularly concerned about the cost of living—possibly benefitting from stable income, affordable housing, or reduced financial obligations.
Then, there are those who are unhappy and concerned—a group likely experiencing acute economic stress or feeling left behind by broader societal progress.
Finally, a fourth group exists: those who are unhappy, yet not particularly concerned about the cost of living. Their challenges may be emotional, social, or health-related, and not directly tied to financial insecurity.
Each of these groups’ experiences life through a different lens. But across them all, we see common themes emerging—a focus on the small joys of life, on connections with others, and on carving out spaces of stability and calm. These are areas where brands, institutions, and community leaders can meaningfully connect with people, helping them navigate through this latest period of global disruption.
Happiness Amid Uncertainty
Perhaps the most remarkable insight from this month’s data is that, despite all the noise of global politics and the uncertainty around the economy, levels of reported happiness in Ireland in early April 2025 are among the highest in the past two years.
That might sound like a contradiction—but it’s not. It’s a complex truth, one that reflects how people are choosing to emotionally prioritise what they can influence over what they can’t. The dry, sunny days of early April likely helped. But more than that, people are finding their own ways to create a sense of hope and security—by focusing on their families, their friends, their daily routines, and their immediate surroundings.
This emotional resilience doesn’t mean people are blind to challenges. On the contrary, our data shows strong awareness of global economic risks and ongoing concern about the cost of living. But it also shows something deeper: a public that has learned how to live with uncertainty—and how to not let it completely dominate their emotional world.
Brands and Policymakers
So, what should brands and policymakers take from this?
First, recognise that Irish people are not just anxious—they are adaptively hopeful. They seek out meaning, connection, and reassurance in everyday life. They want brands that understand the whole person, not just the consumer. They want support, not spin. Solutions, not slogans.
Second, embrace the fact that emotional and financial wellbeing now coexist in more layered ways than ever before. Someone may feel economically secure but emotionally drained. Others may be financially strained but content or hopeful. These nuances matter.
Finally, as we move through 2025, the most powerful thing any brand or institution can do is help people feel grounded. Help them feel seen, understood, and supported—not just through the hard times, but through the quiet, hopeful moments that sustain us all.
Because if March has taught us anything, it’s that uncertainty is here to stay—but so is resilience.
