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State of the Nation 2: understanding Northern Ireland’s changing consumer mindset

Northern Ireland’s consumers are entering 2026 with determination, cautious optimism, and a renewed focus on value.
Despite ongoing financial pressures, people are still spending, still planning and still engaging with the brands that matter to them, but they’re doing so more intentionally than before.

The findings show a population that is tired but hopeful, squeezed but still spending, and increasingly selective rather than silent. For brands, this creates a powerful opportunity: those who show up with clarity, value and purpose will win attention and trust in 2026.

Learn more about our new research below, or reach out to any member of the Global Northern Ireland team to see the full results.

Consumers under pressure but still spending

One of the clearest insights from this study is that consumers haven’t stopped spending; they’ve simply changed how they spend.

  • 80% of people have cut back in at least one area
  • 78% have also increased spend in other areas

This “rebalancing” mindset shows that people are actively choosing where to direct their money. Essentials such as groceries have seen the biggest uplift, but people are also protecting small luxuries and treat moments – a sign that emotional wellbeing remains important.

For advertisers, this means visibility still drives influence. When people are weighing up options more carefully, brands that stay front-of-mind get chosen.

A growing 'squeezed' middle and a shift in financial stability

This expanding middle segment represents the biggest opportunity for brands. They are actively comparing prices, switching providers, and looking for ways to make their money go further. They’re not disengaged – they’re more engaged, but more selective.

Outdoor advertising plays a key role here: it reaches people during shopping, commuting and social occasions, making it a highly effective channel for value-led messaging, brand familiarity, and competitive differentiation.

Trust in outdoor remains strong

At a time when trust in many media channels is weakening, Outdoor continues to perform strongly:

  • 66% trust outdoor advertising (rising to 71% amongst those with a ‘squeezed’ financial situation)
  • Trust in other channels, particularly digital, has fallen year-on-year
  • Outdoor remains seen as honest, visible and unobtrusive

This is significant. In a market where people are tired, stretched and digitally overloaded, Outdoor offers a positive, trusted and public space for brands to communicate meaningful messages.

Consumer expectations and what this means for advertisers

Consumers want brands that help them, not overwhelm them. Outdoor advertising is uniquely positioned to deliver clarity, simplicity and reassurance during everyday moments.

Clear value

Clear value

Over three-quarters of people say outdoor advertising is an ideal channel for deals, offers, promotions, and loyalty rewards.

Helpful information

Helpful information

More than 75% believe outdoor advertising is suitable for public updates and useful local information.

Inspiration and reassurance

Inspiration and reassurance

More than half see outdoor advertising as suitable for inspiring life decisions - from holidays to home improvements, and even lifestyle choices.

Stay visible

Stay visible

When consumers are comparing, switching and seeking value, a consistent presence in the real world helps your brand remain top of mind.

Build trust through transparency

Build trust through transparency

Outdoor advertising is a highly trusted medium at a time when trust in digital channels is softening.

Be the brand that helps

Be the brand that helps

Whether it's useful information, inspiration or reassurance, outdoor advertising supports messaging that genuinely improves everyday experience.

NI consumers are ready – are you?

Consumers in 2026 are not stepping back from life – they’re stepping forward more carefully. They still want holidays, home projects, celebrations and treats. They still want experiences. They still want brands. What they need now are brands that show up positively, offer real value, and communicate with purpose. Outdoor advertising is the ideal platform to deliver this.

For a no obligation chat about your goals and our outdoor opportunities, reach out to a member of our dedicated Northern Ireland team today:

Call 028 4451 1888 |  Email belfast@global.com

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