Consumer Mindset - November 2025
November brings a continuation of the subdued national mood seen throughout Autumn, shaped by affordability pressures and a growing sense of social unease.
Grocery inflation rising again has become the most visible reminder of the cost of living, carrying a weight that stretches beyond economics into daily emotional life. People may recognise that inflation fluctuates, yet the persistent rise in basic food prices keeps financial pressure front of mind, reinforcing the feeling that household budgets have little room left to absorb shocks.
Homelessness figures also prompt deep moral concern, although lower awareness softens the cultural impact. Together, these stories signal an Irish public that is attentive and concerned but increasingly worn down by repeated reminders of financial and societal strain.
At the same time, November is defined by a complex blend of domestic and global events. The election of President Catherine Connolly was highly visible and stirred a sense of reflection, authenticity and national identity, offering a moment of uplift.
Yet unrest at the IPAS centre in Citywest, and ongoing geopolitical tensions contributed to a wider atmosphere of uncertainty. Emotional reactions showed a clear pattern of caution and negativity, echoing the recent pattern seen in previous months where concern, sadness and scepticism outweighed optimism.
Internal sentiment also continues to soften, with enjoyment, fun and state of mind slipping back after holding steady earlier in the year. People appear more fatigued, influenced by darker evenings, social unrest and rising everyday costs.
While not dramatic, the decline in personal positivity suggests that wider instability is beginning to seep into how people experience ordinary life. External indicators reinforce this. Confidence in the Irish economy remains low, affordability concerns persist across all age groups and social cohesion feels under strain, shaped by debates around migration, leadership and fairness.
Despite these pressures, November does not signal crisis. Instead, it reflects a population adapting in real time to repeated challenges, managing expectations and moderating emotional response. People are not as anxious as earlier in the year, but they are not optimistic either. They are steady yet stretched, cautious yet still engaged. In this environment, the tone that resonates most is one of empathy, clarity and grounded reassurance.
The public mood rewards messaging that recognises lived pressure and offers small, credible signals of stability or relief.
As the year draws to a close, brands that tune into this emotional landscape can support people through a period shaped by realism, constraint and a desire for simple, trustworthy communication.
