You have probably read lots of ‘Trends for 2016’ articles already but these are different. We've cut out the jargon and buzzwords, moved beyond the conceptual and theoretical, all to give you a thought-provoking practical tool to help you and your teams with plans and opportunities for 2016.

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6. Consumer confidence
is at its highest since
recession.
As a people, we believe
Ireland is recovering
with no boom or bubble
in sight.
We’re not as obsessed
with discounts and deals
as before. We’re indulging a bit
more in modest, authentic
experiences.

7. Apple music threatened Spotify’s
position but consumers were
quick to point out the better
personalisation features on offer
with Spotify, based on learning
music tastes.
The Big Grill Festival championed
the craft food and drink
movement, by bringing all things
Irish and local to the forefront with
young consumers.
San Lorenzo's on Georges Street,
Dublin is a prime example of the
thriving Brunch Culture in effect in
Ireland. It shows how the Irish public
are returning to indulgence (even
if it’s just a little bit).

8. We get more value
from the brand story
and experience than
the bottom line.
We like to think we’re
buying smart and want
reassurance for the
decisions we make.
We want indulgent
experiences that we
can feel good about.

10. In Ireland we start to
demand multi and non
denominational schooling.
Section 37.1 changes to
protect rights of LGBT
primary school teachers
The 3% conference and
similar movements raise the
topic of Gender Equality.
Transgender comes
into the spotlight with
Caitlyn Jenner.
Child slapping ban comes
into being for an act most
see as unacceptable.

11. Male personality Jaden Smith
becomes the face of Louis
Vuitton’s new 2016 womenswear
spring/summer campaign.
Gender-neutral marketing:
unisex cosmetics, removal of
gender separation in toy aisles
Cindy Gallop drives the
importance of diversity in
the workplace further,
believing it will deliver
better work in advertising
and in understanding
consumers.

12. Understanding the more
diverse consumer base in
today’s Ireland requires a
more talented and diverse
workforce. Do your brand values
recognise the shift of Irish
people’s value compass to
equality, inclusivity and
transparency?
New families and
consumers to talk to

14. European terror
attacks bring the
threat closer to Ireland.
Increase of gun crime
in Ireland highlights our
own vulnerability.
Pervasiveness of social
media here enhances
viral fear.
Brands take on a bigger,
more responsible role
in personal safety.

15. ‘Je Suis Paris’ becomes a
symbol of unity against
terror on social media but
also amplifies the danger
and our fear of “That could
happen here”.
Volvo lives up to its reputation for
safety in partnering with a
luminescent paint manufacturer to
help protect cyclists on the road.

16. Can your brand show that you
care not just for the wellbeing of
your customers but the security
and peace of mind of others too?
Viral fear calls for a new
level of crisis management.
Is your brand’s PR and
social strategy ready?

18. Enda Kenny estimates 2016
will be the first year people
returning to Ireland
outnumber those leaving.
30% more graduates
believe they will find work
in Ireland and not need to
emigrate.
The Irish Government
is targeting 70,000
diaspora to return in
2016.
132,000 people have
come back to Ireland since
2008; half of the total who
originally left.

19. Brands and agencies get in
on the act, calling on Irish
immigrants everywhere to
return home.
Harnessing their link with
reuniting Irish families at
Christmas, Aer Lingus launch
a social media campaign to
bring 5 Irish people who have
been living abroad for several
years home for the holidays.
Those returning from
Australia come home to find
some of the things they think
they will miss most about Oz
here: automated drive-thru
coffee for example.

20. How can we help ease and
integrate them back into
Irish life?
Let’s make them feel they
made the right decision
to come home.
What can your brand do to make
someone feel meaningfully re-
connected to their community?
Look at our returning
customers; how has
living abroad changed
them? Are they
looking for new
experiences?

22. 1916 will be everywhere.
The Centenary
celebrations will see a vast
programme of civic,
cultural, heritage and
community-based events.
While we will all naturally look back
on what we have achieved, we will
be encouraged to look forward to
the Ireland we want to create.
So much has changed in the 100
years since 1916, especially in
2015, is it time for brands to
embrace what it means to be Irish
in the modern sense of the word?

23. Amongst commemorative
programmes in 2016, one project
will ask school students to write a
Proclamation for a New
Generation reflecting the values,
hopes and aspirations of their
generation.
A 1916 chocolate bar being sold for
€2.99 received very mixed reviews,
with many calling it opportunistic,
tasteless and inappropriate.
On Easter Monday 2015, RTÉ, in
collaboration with An Post, Dublin City
Council, and the Ireland 2016 initiative,
held a major commemorative event to
explore life in the Ireland of 1915. Tens
of thousands of people gathered in
the centre of Dublin to participate.
Google’s created a virtual
tour which brings Dublin
1916 vividly to life.

24. Reflect on your brand’s Irish DNA
or sense of Irishness. Does it
have a credible role in the
celebrations rather than simply
jumping on a commercially driven
bandwagon?
Would non-participation be a
better strategy? It could do your
brand more harm if the reflective
Irish consumer isn’t able to reason
your brand being in the picture.

26. The amount of personal
information we need to remember
day to day is 5 times higher than it
was 20 years ago. Our hard drives
are fit to burst. Space is valuable.
Disruptive (the bad disruptive)
display advertising and
irrelevant native content just
makes us block out the noise.
In 2015, adblocker-armed
consumers effectively
erased $22 billion in
publisher revenues.

27. Feeling more like a friend than
an online retailer, OPSH is an
Irish start-up whose customer
emails are filled with emojis, a
personal touch and less of
the hard sell advertorial.
King Crisps and ‘The King’s New Gaff’
becomes newsworthy, shareable
content, sparking protests online and on
St. Stephen’s Green at the prospect of
“The King” wanting to build his castle
there. The story is picked up by
publishers and bloggers.
With the brand personality at
its heart, Ted Baker gave its
consumers the facility to
create a singing showman
they could share on social
media, with the best examples
hosted on Ted Baker social
and in store display.

28. Non-storytelling content that
employs the hard sell is a turn-off.
We’re more willing to
connect with emotive
content and real
human stories.
We’re more receptive to
communications that
entertain or feel useful.
Give yourself a fighting chance
against ad blocking and
unsubscribing in 2016; become
your own brand guardian at every
touch point from Twitter to TV.
Put out social content with
brand personality, passion
and purpose. Never forget
the art of conversation.

29. Susan Kelly, Strategic Director
susan.kelly@mccannblue.ie
!
Michael Bosonnet, Strategic Planner
michael-philippe.bosonnet@mccannblue.ie
!
Phone Number 012343900
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