The climate conversation in Ireland remains active and even hopeful, despite the complex challenges of recent years, the RED C Consumer Sustainability Monitor reveals. While financial pressures, environmental concerns, and a mix of societal crises have dominated the last number of years, sustainability remains a key topic for the Irish public. A striking majority of 7 in 10 Irish adults continue to believe in their power to positively impact the environment, showing a renewed interest in reducing personal emissions.

One of the most notable developments has been the success of the Deposit Return Scheme (DRS). Over four in five adults in Ireland are now participating in the scheme at least once a month, demonstrating that well-designed programs with both incentives and penalties can motivate sustainable behaviour.

Yet, despite such success, environmental issues still feel somewhat abstract for many, especially when compared to more immediate and personal concerns. While coverage of climate change’s effects, such as intensified storms and shifting weather patterns, has increased, the urgency of environmental action can seem distant relative to challenges such as financial constraints particularly in the face of what has been a gruelling rise in the cost-of-living for many over the past two years. This is particularly true for younger women, where nearly four in five say that financial limitations hinder their ability to adopt more sustainable lifestyles.

Meanwhile, Ireland is experiencing a subtle shift toward sustainable travel. With the Department of Transport’s Climate Action and Sustainable Mobility strategy making strides, there are promising signs that car use may gradually decrease in favour of greener transport options as three quarters say they are already taking greener options more often, or are planning to in future. Nonetheless, challenges remain: a considerable resistance persists toward reducing air travel, and there’s little movement among Irish consumers toward adopting plant-based diets, with almost half continuing to be resistant to eating more plant-based foods.

Brands are increasingly being called upon to lead the charge toward a sustainable future. With financial pressures impeding many from making eco-friendly choices, seven in ten adults believe that brands have a responsibility to help people live more sustainably. The potential for backlash is also real as over a third of consumers report having already changed brands due to sustainability concerns, and more than half saying they would consider switching brands if they suspected them of greenwashing.

The path forward suggests that brands who prioritise sustainability, and do so transparently, are more likely to capture consumer trust and loyalty. With many in Ireland still grappling with cost-of-living concerns, consumers seek cost-effective solutions that also support environmental goals. The next chapter in Ireland’s sustainability story is being shaped not only by public interest, but also by brands stepping up to meet the demands of a changing consumer climate. Will the nation’s businesses lead the way in a time of both crisis and opportunity? The choice, it seems, has never been clearer.

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