The Youth Lab

1: The World Sees Us.

As predicted in March, Cillian Murphy did take home an Oscar, but that is only the tip of the iceberg when it comes to Ireland’s accomplishments on the global stage. At the 2024 Olympic Games, Ireland took home 7 medals (with 4 gold medals in the mix) dominating the sports of rowing, swimming, boxing and gymnastics. It has been a big year for Irish design too, with Irish designer Simone Rocha debuting at Paris Couture Week - guest designing for none other than Jean Paul Gaultier. Alongside Simone, Northern Irish designer and creative director of Spanish luxury fashion house Loewe, JW Anderson has been named one of Time magazine's ‘2024 most influential people of the year’. And let’s not forget, the Irish advertising industry was also record breaking this year, with Heineken’s ‘Pub Museums’ setting a new Irish record at Cannes Lions, taking home 8 Cannes Lions…Always time for a little flex ;)

2: The Festival Culture Barometer

This year marked the 20th year of the Electric Picnic Music and Arts Festival and also the largest in its history, with 75,000+ attending the three day spectacular (the 2025 festival is already sold out). This year’s line up was distinctly Irish - featuring homegrown acts like Jazzy, CMAT and Kodaline alongside cultural heavyweights Kneecap and The Wolfe Tones. These acts drew record crowds exemplifying the drive to root talent and creativity in Irishness.

“There’s a new confidence and belief in taking our share of the limelight and rejecting echoes of colonialism that was often reflected throughout culture. You could really feel that shift this weekend. It’s pretty empowering.” Peter Noonan (25), Ireland, The Love Network

With their Irish Ballad style, The Wolfe Tones performed on the Main Stage of the Festival this year, to an estimated 55,000 people. This rise in support for The Wolfe Tones was examined by Una Mullally; “we have a situation where younger people are reclaiming and reinventing republican sloganeering and are then admonished by many within older generations.” Others reject this reinvention as more of a ‘radio edit’ to those who were not around to witness the troubles. The contagion of the rebellious energy was clear, extending beyond The Wolfe Tones, with acts such as Kneecap and The Mary Wallopers using the passion and power of their music to make political statements on what it means to be Irish as well as statements on Gaza, refugees and other political movements.

3: - Tamíd ag Caint as Gaeilge (We’re speaking Irish)

The monumental growth in love for all things Irish has been a long running phenomenon, with the Irish language feeling the love of the movement. IBEC reports that: “since 1991, there has been a 71% increase in the amount of people living in Ireland who can speak Irish.” This continued effort to revive the language has seen the growth in Irish speakers rise 6% since the 2016 census. Belfast rap trio Kneecap - long proponents of the Irish language - are credited with championing this growth in a totally new way. Having screened at SXSW and more recently as Galway Film Fleadh, their self-titled biopic ‘Kneecap’ has received widespread praise. It’s the latest gateway to ‘cool’ for the Irish language. The international reception speaks for itself- the movie is the first Irish language film to win the audience award at the Sundance Film Festival. The film is in the running for more accolades with IFTA announcing Kneecap As Ireland's Entry For Oscars® 2025 - International Feature Film.

This grá (love) is also evident in social media spheres, with a distinct rise in influencers advocating for the Irish language. Seachtain na Gaeilge ambassador Éadaoin Fitzmaurice alongside Irish teachers like Múinteoir Meg, The Gaeilge Gal and Vivienne in NYC promote the Irish language and encourage their following to engage with Cúpla focal. These moves to revive the Irish language are certainly working with over 1 million users learning the language on language app Duolingo.

4: The Rise in Gaelic Typography & Design

There are echoes of this cultural shift in the design world too.

A New Wave of Trad-Irish Inspired Design: Modern Irish graphic design is channelling traditional heritage into the visual identities of iconic brands. We see it in the most recent work of brands Beamish, Jameson, An Post and the Irish Independent. These brands blend traditional Irish typography and symbols with contemporary design, creating a culturally resonant identity that honours Irish heritage while engaging modern audiences. Simultaneously, a youth-driven underground movement is reinterpreting these elements with bold innovation, pushing the boundaries of Irish identity in a global market as seen in work by artists like Mála Spíosraí.

Claddagh ring inspired new logo for one of Dublin’s newest burger joint

Shane Kenna, Creative Director, THINKHOUSE, notes: “To appreciate the rise of modern Gaelic typography and design in Irish culture, we must honour the trailblazers who shaped Ireland's visual landscape and preserved its linguistic heritage in ways that still resonate today. Michael Biggs was a master of lettering, both on paper and stone. His work with the Dolmen Press, crafting distinct Gaelic letterforms, was pivotal in defining Irish typography. Biggs's artistry, deeply rooted in his heritage, extended to stone carving, leaving a lasting legacy in the memorials and plaques across Ireland. His blend of traditional techniques with modern design has inspired generations of Irish creatives, whose influence endures and I think we’re witnessing this now, more than ever before in commercial and creative design work.”

Image Source: Smashing Magazine, ZSR Library + Paddy Whelan.

The Power of Music Driving Gaelic Aesthetics: Back in the music world, artists like Lankum, Kneecap, Lisa O'Neill, A Lazarus Soul (plus collectives like Skin and Blister and Tender) are driving cultural forces impacting this aesthetic revival. Through their music and design, these artists blend Gaelic scripts and traditional typefaces with contemporary aesthetics, creating a visual identity that bridges past and present. The legacy continues, inspiring a new youth-led era of Irish pride—where the old meets the new, and our identity is celebrated in every note, letter, and brand.

GLOBAL CONTEXT

The rise of countries embracing their traditional heritage in art and culture over the past year has been marked by a resurgence in the use of cultural symbols, historical narratives, and traditional aesthetics to promote national identity. This is not to be mistaken with the concerning rise in nationalistic ideals and far right politics proliferating globally. This trend has been observed in various parts of the world, reflecting broader socio-political dynamics, including geopolitical tensions, cultural conflicts, and the desire to assert sovereignty and cultural uniqueness in a globalised world.

This energy towards sovereignty has been a hot topic issue in politics amidst the distinct rise in the Far Right in Europe and beyond. With Time magazine stating that “Our Era Is One of Defensive Nationalism”, with Argentina and the Netherlands electing right wing populists with dramatic promises, this polarisation of politics has come in a year in which half the world goes to vote. These ideals are widespread on social media, with youth most susceptible to party promotion as Pew Research reports that: “About half of TikTok users under 30 say they use it to keep up with politics, news.” This fact hasn’t been lost on the far right, with AfD, the German far right party, has been labeled the “TikTok Party” for its usage of the app to influence younger audiences. This rise in social media as a platform for extremism has led a youth think tank to call for programmes to encourage and promote critical thinking and digital literacy among young people.

(Read more on the power of TikTok in politics here).

BRAND TAKEOUTS

CELEBRATING IRELAND IS ALWAYS A WIN:

Ireland has a lot to celebrate right now, from music to TV and sport, it’s important to recognise these wins wherever possible. Take Barry’s Tea for example, taking the opportunity to celebrate the Irish Olympians with personalised boxes turning gold medals into gold blends. Despite being a small Island, we have a profound global impact and have a lot to share with the world - Tourism Ireland naturally harnesses this renewed energy and champions this ideal by showcasing the best this island has to offer - check out this ‘shot from every county’ post on the Tourism Ireland Instagram here.

THE IRISH LANGUAGE IS SO HOT:

With a new wave of Irish language speakers (and a million more on the horizon), it’s possible to connect with your audience in a truly special way, Orchard Thieves achieved this by collaborating with Irish designer Órlaith DeBúrca to create an exclusive collection of merch entirely in Irish.

BEWARE THE WEAPONIZATION OF IRISHNESS:

With the rise in ‘all things Irish,’ there’s a resurgence of offensive chants only serves to rile audiences who choose to weaponize this Irish cultural revival; serving only to divide. In an article by Joshua Molloy of Global Network, it’s noted: “A far-right milieu has emerged in recent years. The movement, composed of social media agitators, groups, and political parties, challenges the conventional definition of Irish nationalism, often labelling themselves as the true torchbearers of Ireland’s nationalist heroes…they construct a form of ‘counter-memory’, reinterpreting history to challenge hegemonic narratives surrounding Irish nationalism and republicanism.”