The Evolving Irishness Report - Research On Identity & Culture
No matter how chaotic or broken the world seems right now, our research found that a deep rooted Irish spirit remains, providing an underlying rhythm, continuity and sense of safety. In times of global uncertainty, people instinctively reach for what feels true and right now, Irishness is meeting that need with warmth, pride and a renewed sense of belonging.
Irishness in all its forms, from music to makers, from language to storytelling, is not just present in people’s lives, it’s becoming more visible both at home and on the global stage. We see it in unexpected places: a céilí woven into Beyoncé’s Cowboy Carter tour, Kneecap landing a Coachella slot and Róis bringing traditional keening into modern music.
These moments reflect a broader public view. Three in five adults (60%) say Irishness has become more visible in recent years, with 21% saying it is a lot more visible. The prevailing sense is one of renewed cultural momentum.
That prominence is landing positively. The research identifies three Cultural Mindsets that describe how people relate to Irishness today.
Cultural Progressives (37%) are strongly open to an evolving and inclusive understanding of Irish identity, welcoming new expressions of culture.
Moderate Modernists (48%), the largest group, support openness but are cautious about the pace of change, seeking balance between evolution and continuity.
Identity Preservationists (15%) place strongest emphasis on protecting traditions and established norms, linking cultural continuity with stability.
Collectively, these mindsets show that Irishness is not one settled idea but a spectrum. Support for culture itself is widespread.
The vast majority agree traditions should not fade away (83%), that it matters to hold onto weakened parts of ancient culture (79%), and that it is good to see traditions brought back (82%). At the same time, 70% agree Irish identity should be open to everyone who plays a part in Irish life, and 61% believe we should be open to new ideas of what being Irish can look like.
This shared sentiment is reflected in behaviour. Two thirds (66%) listen to music by Irish artists, over half watch Irish stories on screen (53%) and follow Irish screen talent (52%). Participation narrows where commitment increases: 28% practise the Irish language and 39% engage with folklore or heritage.
Emotionally, the renaissance stands out for its positivity. Half of adults (50%) say it makes them feel proud, 47% feel happy, 37% inspired and 31% optimistic about Ireland’s future.
In a broader climate of uncertainty, culture is emerging as a source of collective confidence.
Irishness isn’t static or owned by any one group; it is being shaped across a spectrum of perspectives and expressed in everyday participation. In a moment where much feels in flux, that shared cultural energy is becoming a steady and positive force.
For brands, this is a signal to lean in with care. The opportunity is not to define Irishness, but to support it by championing creativity, enabling participation and showing up in ways that combine heritage and modernity. Done thoughtfully, brands can connect with the cultural momentum already resonating across the country.
