Ireland’s young consumers are rewriting the rules of earning, spending and saving, and brands that fail to keep up risk missing a major shift in the market. In a notable media campaign Ireland watchers should pay attention to, AIB and THINKHOUSE have unveiled a new platform designed to decode how 16-24-year-olds are shaping the country’s economy.
The initiative, titled Powering the Youth Economy, is built around fresh research into 630,000 young people in Ireland. Its first release, The Youth Economy, Decoded, combines economic analysis with youth insight to paint a clearer picture of a generation balancing financial uncertainty with ambition, entrepreneurship and values-led decision-making.
Why This Media Campaign Ireland Brands Should Watch Matters
This media campaign Ireland audiences are seeing is more than a traditional brand awareness push. It is a research-driven effort to understand a fast-evolving demographic whose behaviour is influencing retail, banking, technology and culture.
Led by AIB chief economist David McNamara and supported by insights from THINKHOUSE’s Youth Lab, the campaign highlights a financial reality very different from the one older generations experienced. Young adults today are navigating multiple income streams, creator-led work, online commerce and ethical spending choices at a much earlier stage of life.
For marketers, the significance is clear: youth marketing in Ireland can no longer rely on outdated assumptions about linear career paths, fixed salaries or purely price-led purchasing. This generation is making practical and values-based choices at the same time.
Key Findings from The Youth Economy, Decoded
The research behind this media campaign Ireland launch offers several standout findings that help explain how Gen Z consumers are behaving:
- 34% of young people have two or more income sources
- 25% earn extra income through online selling, freelance work, creator activity or the gig economy
- 27% now participate in online selling, up significantly from 16% the previous year
- 88% took at least one values-based spending action in the last year
Those actions include buying second-hand, supporting ethical brands and checking the provenance of products. Together, these figures show that young consumers are not just participating in the economy; they are actively reshaping it.
The rise of side hustles and portfolio incomes
One of the clearest themes in this media campaign Ireland story is the growth of diversified earning. Many young adults are no longer depending on a single job or income source. Instead, they are mixing part-time employment with resale, content creation, freelance gigs and digital entrepreneurship.
This trend reflects both necessity and opportunity. Higher living costs and economic uncertainty have pushed young people to build resilience, while digital platforms have made it easier to monetise skills, audiences and products.
Values-led spending is going mainstream
The research also underlines how personal values are influencing purchase decisions. Sustainability, ethics and transparency now play a real role in how younger consumers choose brands. That matters for any company planning a media campaign Ireland strategy aimed at Gen Z.
Price still matters, of course, but it is no longer the sole driver. Brands that can demonstrate authenticity, responsibility and relevance are better placed to earn trust and loyalty.
What AIB and THINKHOUSE Are Building
The new platform is not a one-off activation. It signals a longer-term commitment to youth insight and engagement. Alongside the report, AIB has launched a Youth Index that will track changes in sentiment over time, giving the bank an ongoing lens into how younger audiences think about money, opportunity and the future.
That makes this media campaign Ireland example particularly strategic. Instead of creating a campaign first and looking for supporting data later, the partners have built the creative and communications framework around evidence-led insight.
The broader rollout spans multiple channels, including:
- Social media
- Digital advertising
- Out-of-home placements
- Audio
- Creator partnerships
- PR
- AIB owned media
Media planning and buying is being handled by Starcom, part of Core, while THINKHOUSE led strategy, creative campaign development, production, PR, social, digital and creator activity.
Lessons for Marketers and Advertisers
There are several reasons this media campaign Ireland launch stands out in the campaigns category.
- Research is driving relevance: The campaign starts with real behaviour, not stereotypes.
- Youth audiences are being treated seriously: The work recognises young people as economic participants, not just trend followers.
- Integrated execution matters: Reaching younger consumers requires a connected mix of channels and formats.
- Long-term tracking adds value: The Youth Index gives the platform staying power beyond a single burst of activity.
For financial services brands in particular, the message is timely. Young consumers want support that reflects their lived experience, from irregular income and side hustles to digital-first money management and sustainable choices.
A shift in how brands should speak to Gen Z
The tone of this campaign also reflects a broader change in advertising. Younger consumers respond better to brands that listen, inform and support rather than simply sell. In that sense, this media campaign Ireland case study is as much about brand posture as it is about media placement.
Authenticity, usefulness and cultural understanding are now essential. If brands want attention from younger audiences, they must first demonstrate that they understand the pressures and possibilities shaping modern youth life.
Final Takeaway
AIB and THINKHOUSE have created a media campaign Ireland marketers can learn from because it combines insight, strategy and integrated execution around a rapidly changing audience. The research shows a generation that is entrepreneurial, financially adaptive and strongly guided by values.
For brands, agencies and media planners, the takeaway is simple: understanding Ireland’s youth economy is no longer optional. Any effective media campaign Ireland hopes to deliver in the years ahead will need to speak to young people with evidence, empathy and relevance.
