What Makes a Brand Cool to Gen Z Ireland?

What’s up, EqualityWorx fam? Big Q: What does it mean to be “cool” to Gen Z in Ireland in 2025? Forget the old rules – this isn’t about who’s got the flashiest logo or the biggest ad spend. Today’s Irish youth want brands that are authentic, inclusive, and plugged into their world. They want brands that keep up with trends, stand for something real, and aren’t afraid to evolve. And in a world where Love Island has become a cultural juggernaut and a launchpad for new careers, “cool” is as much about community and influence as it is about style.

Cool Still Matters – But Gen Z’s Redefining It

Let’s get one thing straight: cool is far from dead. It’s more important than ever. But for Gen Z, cool isn’t about exclusivity or empty hype. It’s about authenticity, relevance, and a brand’s ability to move with the times. If you’re not evolving or showing up where Gen Z lives – online, on socials, and in the real world – you’re out of the conversation.

Look at Guinness. Once the drink of older generations, it’s now riding a wave of popularity with young people and women. Guinness didn’t just rest on its heritage; it leaned in, refreshed its image, and embraced inclusivity. Non-alcoholic Guinness 0.0 is everywhere, and the brand’s collaborations with musicians, artists, and even TikTok creators have made it feel fresh and relevant. The result? Guinness is now seen as a “cool” brand by a majority of 18–25-year-olds in Ireland – a huge leap from just a few years ago.

Baileys is another Irish classic that’s managed to stay relevant. No longer just the Christmas liqueur, Baileys has become a year-round treat, popping up in everything from ice cream to viral TikTok recipes. The “Baby Guinness” shot is now a staple at student parties, and the brand’s playful, inclusive marketing has kept it top of mind for Gen Z.

And then there’s Paddy Power. Love them or hate them, you can’t ignore them. With their cheeky, irreverent campaigns and knack for jumping on trending moments, Paddy Power is a masterclass in staying relevant. They don’t just sell bets – they sell attitude, and that’s exactly what Gen Z wants.

It’s not just the big names making waves. Irish fashion is having a moment, powered by young designers who are building brands from the ground up. Lots of homegrown Irish designers are redefining street style with bold colours, grungy prints, and a sense of individuality that’s pure Gen Z. These brands aren’t just about clothes – they’re about self-expression, community, and standing out in a sea of sameness.

Love Island: The Ultimate Gen Z Platform

If you want proof that cool is about more than just products, look no further than Love Island. The show has become a phenomenon in Ireland and across Europe, drawing in millions of viewers and dominating the cultural conversation. While some critics point to a dip in traditional TV ratings, the reality is that Love Island’s reach is bigger than ever – especially when you count streaming and social media. In 2023, over 2.4 million Irish viewers tuned in for the Winter and Summer seasons, with 13.5 million streams on Virgin Media Player alone. The 2025 summer launch drew 1.4 million viewers across all devices, giving ITV2 its biggest overnight audience of the year for 16–34s and racking up 2 billion streams on ITVX.

But here’s what’s really interesting: for contestants, Love Island isn’t just a chance at romance – it’s a platform to launch their own brands, businesses, and media careers. Former Islanders are using their newfound fame to build fashion lines, fitness empires, podcasts, and more. They’re collaborating with Irish and international brands, using their platforms to speak out on social issues, and showing Gen Z that you don’t have to wait for permission to build something big.

From Reality TV to Real Influence

Love Island contestants are the ultimate Gen Z entrepreneurs. They understand that influence is currency, and they’re using every tool – Instagram, TikTok, YouTube, and even live events – to turn their moment in the spotlight into lasting careers. For Irish youth, this is a masterclass in hustle: take your shot, build your audience, and use your platform to create something new.

This shift is changing what “cool” means in Ireland. It’s not just about being seen – it’s about being seen doing something that matters. Whether it’s launching a sustainable fashion line, starting a podcast about mental health, or using your voice to champion diversity, Gen Z wants brands – and people – that stand for something.

Authenticity, Sustainability, and Purpose: The New Cool

Gen Z can spot fake from a mile away. They’re not impressed by greenwashing or empty promises. Sustainability and social impact are non-negotiables. Three out of four Gen Z consumers in Ireland say they prioritise sustainability over brand names when making purchases. They want brands that care about the planet, take a stand on social issues, and back it up with real action, not just hashtags.

Authenticity is the new currency. If you’re not transparent, if you don’t own your mistakes, or if you try too hard to be something you’re not, Gen Z will move on. They want brands that feel like people – flawed, evolving, and always listening.

How Irish Brands and Influencers Are Keeping Up

So how are Irish brands and influencers keeping their cool? It’s all about blending tradition with innovation. Guinness is still Guinness, but it’s also modern, inclusive, and everywhere young people want to be. Baileys is still a classic, but it’s also a treat for every season and every taste. Even the smallest fashion labels are using social media to build real communities, not just customer lists.

And it’s not just about the products. The way brands interact with Gen Z matters just as much. Personalised, genuine engagement – whether it’s a DM, a TikTok reply, or a pop-up event – makes all the difference. Brands that adapt, listen, and evolve are the ones that win hearts (and wallets).

The Takeaway for Second-Gen and Diverse Youth

For second-generation and multicultural Gen Z in Ireland, cool isn’t about fitting in – it’s about standing out and being seen. The brands that rise are the ones that reflect real diversity, champion new voices, and make everyone feel part of the story. If you’re building a brand – or just looking for one to support – choose the ones that get you, your values, and your vision for the future.

And if you’re dreaming of launching your own thing, take a page from the Love Island playbook: use every platform, build your community, and don’t wait for permission. The world is watching – and so is Gen Z.

What’s Next?

As we move further into 2025, the rules for cool will keep changing. But some things are here to stay: authenticity, sustainability, and a brand purpose that’s more than just a marketing line. Whether you’re Guinness or a start-up fashion label, the only way to stay cool is to keep it real, keep it relevant, and keep moving forward. And for every young Irish creator, entrepreneur, or dreamer: remember, the power of cool is in your hands. Stay bold, stay curious, and keep showing the world what Ireland’s new wave can do.

It’s Gen Z’s call to action. Second-gen youth, you’re shaping a culture where cool means being real, bold, and true to your roots. Whether you’re launching your own brand, building your platform, or just supporting the Irish names that get you—your voice matters. Got a story about how you’re redefining cool or making waves in your community? Share it at equalityworx.com/submit (300–500 words) or drop a TikTok with #EqualityWorxVibe – tag @EqualityWorx, and we’ll boost it. Let’s show the world what Ireland’s new wave can do! ✊ #GenZPower #SecondGenVoices #CoolByChoice #IrishTrendsetters #DigitalDemocracy