Consumer Mindset - March 2025
This report is informed by the Credit Union Consumer Sentiment Index, in partnership with Core Research.
STABILITY IN UNCERTAINTY
Over the past few weeks, something curious has been unfolding in Ireland’s emotional landscape. While global headlines continue to dominate - the White House argument involving Trump, Vance, and Zelensky drew adverse reactions from 64% of Irish adults. One in three people think Trump talking about tariffs is a very concerning moment in Irish economics.
Rising costs have returned to December 2024 levels and the Government’s recent decision to review energy supports elicited negative feelings among 52% of the public. While consumer sentiment has taken a sharp decline, looking at the overall emotional data, we are not seeing a corresponding surge in frustration or anxiety, and public happiness remains relatively stable.
A QUIET EMOTIONAL SHIFT BENEATH A LOUD GLOBAL CONTEXT
Stress levels hover at 32%, only slightly up, and frustration is declining. Meanwhile, more positive emotions are on the rise: enjoyment is trending upward to 36%, and happiness sits at 41%. This does not mean that people are disengaged with the world around them.
The data shows high awareness of key developments, but there is a limit to how long anyone can stay in “alert mode.” People remain informed about the major global stories, yet there is a noticeable pivot toward prioritising social relationships and joy, reflecting a desire for stability amidst broader uncertainties.
ADAPTIVE NUMBNESS & NEED FOR EMOTIONAL REGULATION
One potential explanation lies in Blades (2021), who argues that repeated exposure to negative news can lead to a form of “adaptive numbness.”
The brain, particularly the inferior frontal gyrus, filters out some of the emotional weight of bad news to protect mental health. Over time, this can make individuals feel less overwhelmed by crises. They still register the information, but with a more subdued response. This could clarify why the future direction score stands at 10%, one of the highest in the past year, second only to the seasonal positivity of January 2025 at 11.5%. Despite uncertainties, people may be choosing to move forward with their lives.
CULTURAL BALANCES AND COPING WITH UNCERTAINTY
Culturally, Ireland’s delicate balance between security (stability, safety, order) and self-direction (independence, free-thinking, autonomy) also plays a role. The public expects the Government to provide stability but equally values personal freedom. When external factors—like shifting EU-US relations—create uncertainty, individuals often focus on what they can control: their own finances, social networks, and day-to-day well-being. Though there are no conclusive indicators of an economic downturn, some still worry about the future, reflecting a perception of vulnerability rather than a confirmed reality.
In a broader sense, Trump’s presidency exemplifies unpredictability on the world stage, an “anything could happen” mindset. Chronic uncertainty, much like chronic pain, changes how societies adapt over time. As a result, we may see a rise in local, communal activities and an emphasis on “things that bring joy,” even if the larger geopolitical picture remains unclear.
RESILIENCE IN THE FACE OF UNCERTAINTY
The real question is whether this emotional pivot represents a long-term shift or a short-term reprieve. Will frustration stay low if cost-of-living pressures persist or if foreign-policy tensions escalate? For now, the data suggests a nuanced resilience: people acknowledge the challenges but choose to ground themselves in the familiar routines and communal connections that sustain them. Not because the world is getting better, but because adapting is necessary when the future is hard to predict.
This is a moment for brands to lean into humility, authenticity, and emotional intelligence—by showing they understand the mood of the moment and the quiet determination consumers are showing as they move forward, even in uncertain times.
In April, Core Research will publish a special report on Diversity, Equity, and Inclusion—capturing the nation’s perspective on these increasingly relevant themes.
