TRIBES: Expression & Community
A REPORT ON EXPRESSING SELF-IDENTITY AND TRIBE-BUILDING IN THE CONTEMPORARY WORLD
PUBLISHED MARCH 2025
Self-expression in Ireland is complex, shaped by societal shifts, cultural influences and personal identity. This study reveals that while the Irish public perceives self-expression as bold and uninhibited, the reality is more nuanced; many individuals feel constrained by societal pressures, personal insecurities and cultural expectations.
Different groups engage in self-expression through distinct means, with four key cluster tribes emerging: Non-Expressives, Thoughtful Creators, Outdoor Adventurers and Trendsetters. Each of these groups embodies different approaches to self-expression, influenced by their environments, personal motivations and external societal forces.
Ireland's societal mood is one of uncertainty and fragmentation, with over 50% of respondents describing the nation as precarious, distant or absurd. Only 11% express optimism about the future, reflecting growing concerns about social cohesion and identity.
This sense of instability affects how people engage with self-expression; while some turn to creative outlets, others retreat into more cautious or passive forms of engagement.
A major contradiction emerges in how the public perceives self-expression versus their personal experience of it. 38% believe Irish society is bold in their self-expression, yet 64% admit to "wearing a mask", only showing their true selves to a select few.
Thoughtful Creators:
The Artistic and Political Voices
This group uses art, storytelling and activism to shape their identity. 39% attend cultural festivals, 26% engage in the arts, and 21% participate in activism. They leverage digital platforms like TikTok and Instagram to amplify their voices, but their primary focus is real-world creative and social engagement.
Outdoor Adventurers:
Expressing Through Movement
This group engages in nature, fitness and outdoor activities as a form of self-expression. They favour collective well-being over individual performance, emphasising community-driven physical activities like hiking, running clubs and sea swimming. Their low digital engagement reflects a broader trend of digital detoxing in favour of real-world connection.
Trendsetters:
The Cultural Pioneers
This highly urbanised, male-dominated group influences fashion, design and digital expression, setting trends rather than following them. 28% engage in digital content creation, 30% in cooking and 18% in design. Their influence extends to pop-up events, concept stores and social media-driven movements, reinforcing their status as cultural tastemakers.
The Role of Digital:
Platforms in Self-Expression
Social media plays a dual role; while it empowers individuals to express themselves, it also reinforces curation and performative identities. Platforms like TikTok and Instagram help Thoughtful Creators and Trendsetters reach wider audiences, yet they also contribute to self-censorship among those who feel pressure to conform.
Self-expression is not one-size-fits-all.
While some groups embrace bold, public expression, others prefer private, passive or movement-based outlets. The challenge lies in bridging the gap between perceived and personal expression, ensuring that all individuals, regardless of their tribe, feel empowered to share their true selves.
