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Ireland & GB
Cultural Context
in 2016

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Following the boom and the bust, the cultural landscapes of both Great Britain
and Ireland have profoundly shifted – we have entered ‘The New Realism’

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With a bigger boom, and a bigger bust,
‘The New Realism’ is a more uncharted territory in Ireland

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Population changes and the shifting political landscape
are also shaping The New Realism era

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How are Irish and British consumers
thinking and feeling in The New Realism era?

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Despite the uncertainty, there is a new atmosphere of optimism and positivity

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Consumers are happier with and more
in control of their health and lives than ever

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The Irish in particular have been buoyed by the sense of having weathered
the storm, and feel ready to face anything

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This era resonates with some key cultural values in each country,
which have come to the fore

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Despite the financial market picking up,
growth is slow and people are squeezed

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The recession mentality lives on, and caution still defines the New Normal era

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In Ireland, there has been a backlash against the consumerism
and ‘bling’ spending habits of the Celtic Tiger days

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Trust in institutions remains low, and people increasingly rely on themselves
– and their social networks – to cope in the New Realism era

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Core Irish values of kinship and interdependence are once again central

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While globally connected and aware, people’s energies are increasingly
directed at the local scale in both countries

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Meanwhile, we are seeing a rebirth in Irish national pride…

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…and the growing importance of various UK regional and other identities

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The New Realism is still a work in progress,
and people are actively shaping their own futures

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Key take-aways