Consumer Mindset - July 2026
Core Research’s latest Mindset study, based on fieldwork with 1,000 adults every month is available as a PDF download above.
July’s Consumer Mindset points to a subtle but meaningful change in the public mood. Although overall consumer sentiment has remained relatively stable, there are growing signs of caution across other key measures within the report.
The resilience that has characterised much of the past year remains evident, though it is beginning to come under pressure.
Yet the story is more nuanced than a simple decline in confidence. Throughout this report we see evidence that people continue to separate different aspects of their lives, placing greater confidence in the things they can influence directly than those beyond their control.
Close relationships, time spent with family and friends and opportunities to enjoy everyday life remain important sources of optimism, even if that optimism is less pronounced than it was only a month ago.
One of the most interesting themes to emerge this month is the apparent contrast between confidence and emotion.
While perceptions of the economy, affordability and the future have softened, feelings of happiness and enjoyment remain comparatively resilient. Rather than a contradiction, this suggests people are increasingly separating the pressures they cannot control from the moments of connection, leisure and enjoyment they can still create for themselves.
This distinction is also evident in how people respond to the stories shaping the national conversation. The record-breaking European heatwave generated one of the strongest emotional reactions this month, reflecting how global issues increasingly feel immediate and personally relevant.
In contrast, the World Cup highlighted the role that shared moments of enjoyment continue to play in everyday life. At a time when confidence has softened, occasions that bring people together can provide opportunities to connect, recharge and momentarily step away from wider economic and societal concerns. The widespread celebrations following Mayo's Sam Maguire victory further showcases this, demonstrating the power of shared sporting moments to unite communities at home and abroad.
Perhaps the most important takeaway from July is not that optimism has disappeared but that it is becoming more selective.
Rather than moving uniformly in one direction, the public appears to be balancing hope with realism, finding ways to remain optimistic while recognising that many of the pressures experienced over the past year have become part of everyday life rather than temporary challenges.
At the same time, shared experiences; whether spending time outdoors during the summer or coming together around major sporting events, continue to provide important moments of connection and enjoyment.
It is this balance between resilience and realism that continues to shape the Irish consumer mindset in July.
Shauna O’Reilly
Senior Research Innovation Manager
Core Research
