Wealth and consumerism occupy the mindset of modern Western society, and today’s Irish consumer has not escaped the pull of materialism. However, alongside ambition and determination to succeed lie inherent religious and ethical values, which are sometimes found lacking elsewhere in the West.

Health concerns are top of the agenda for many, fuelled by media commentary and documentaries on obesity and binge drinking, combined with the results of the Island’s relatively new love affair with food and wine.

Time spent with colleagues threatens to surpass that spent with family and friends, even though there is a strong desire for added-value lifestyles. Meanwhile technology has become engrained in our national conscious; the quaint vision of Ireland is in fact a tech-savvy and upwardly mobile generation.

However, with a gloomy economic period predicted for 2008, this is putting an extra burden on Irish consumers’ lifestyles and household budgets, and today’s consumer is holding on tight in preparation for the bumpy period ahead.

Key themes of the report:

The changing face of the Irish population; who is the modern Irish consumer?

What is the cost of living in modern Ireland? When feeling the pinch, in which areas are Irish consumers most likely to cut back on personal spending?

How are Irish consumers funding their lifestyles, and are they planning for the future?

Health and wellbeing, sports and leisure – where do modern Irish consumers’ priorities lie?

Are modern Irish consumers becoming more ethical in their attitudes and behaviour?

Are modern Irish consumers embracing technology?

Hopes and lifestyle aspirations for 2008/9.