January 2022 - Consumer Mindset
A Nation in Grief
The murder of Aishling Murphy has shocked the nation, resulting in thousands of people across the country standing in solidarity with Aishling Murphy’s family and all victims of male violence. This tragic event is undoubtedly the most significant moment of the start of 2022 and has highlighted again the need to address male violence in Irish society. As the country moves through the worst wave of Covid-19 cases, social issues such as gender equality will again become key conversations within our culture.
Christmas with more COVID-19 Controls
While the 8pm curfew limiting hospitality and the entertainment and arts sector, there were limited restrictions put in place across Christmas and people and families put in place their own safety measures for Christmas 2021.
Demand for antigen tests increases five-fold from Christmas 2020 as members of families tested extensively before social gatherings. Thousands of people isolated, eating Christmas dinner alone and many more opted for social gatherings outdoors in the fine winter weather.
Most significantly, the Omicron variant has led to a smaller proportion of people needing hospitalisation or ICU care. Despite Ireland’s highest case count, illness has been low.
The Era of Personal Empowerment
Christmas, acting as one of the most social times of the year, has tested our individual abilities to stay safe from COVID-19. For those who were vaccinated, the virus was manageable, and extensive testing has led to isolation before spreading.
With the Government relying on personal responsibility, the public have a greater sense of personal empowerment when it comes to staying safe from COVID-19, and while concern about the pandemic is again in decline, caution remains, however hope about the future is gaining momentum.
Change is Inevitable.
With a greater sense of autonomy when it comes to “living with Covid,” the Irish public seem to anticipate a good year ahead, and with 40% of people stating they are considering a new life direction, there will be great change in every part of life in the next two to three years.
Many people have lived with and managed uncertainty to a significant level, and while burnout and isolation has impacted many, the majority of the population are now equipped to make more empowered decisions. This will impact everything from brand choice to political voting. The pandemic years of uncertainty will become the Era of Personal Empowerment.
