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Brand of the Z: The firms trying to lure young consumers

Gen Z are now an important economic force, but brands are struggling to figure out how to attract them - and some are getting it very wrong, writes Adam Maguire.

I love you note and red hearts on keyboard

Is a workplace Valentine a good idea?

A house key on a tenancy agreement contract

What do the new rental rules mean?

Analysis and Comment

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61% jump in number of new EVs licensed in January - CSO

coworking desks at a creative office. Interior of an open plan office with no people.

Access to funding biggest concern for tech start-ups

A woman sits at a table with a young child

Role of stay-at-home parent valued at €60,000 a year

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Planning permission for new €100m Rotunda unit overturned

IFA members occupy Bord Bia office in Dublin

Fresh proposals aimed at resolving Bord Bia dispute

Markets More

Technology & Innovation

More Technology & Innovation

A woman and five men stand in a lab

Ireland's first ESA Phi-Lab to be based in Mullingar

Musk reorganises xAI after SpaceX merger, ahead of IPO

Close up of a mobile phone that is prompting user to install whatsapp

Russia confirms ban on WhatsApp

Alphabet sells rare 100-year bond to fund AI expansion

Paramount Skydance sweetens its bid for Warner Bros

Cropped shot of a young computer programmer looking through data

Ireland has Europe's biggest digital skills gender gap

The Google Chrome AI Overview on a smartphone arranged in the Queens borough of New York, US, on Tuesday, Nov. 19, 2024. Top Justice Department antitrust officials have decided to ask a judge to force Alphabet Inc.'s Google to sell off its Chrome browser

Publishers file complaint to EU over Google AI summaries

More Technology & Innovation

Work

Driving testers have announced a one day strike for 20 February in a dispute over insurance cover

RSA to communicate with learner drivers hit by action

A woman sits at a table with a young child

Role of stay-at-home parent valued at €60,000 a year

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Apple worker's firing over 'tramps' remark went too far

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SIPTU members at RTÉ vote in confidence ballot

FSU members at AIB to vote on 3.5% pay increase

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WRC:Van at centre of unpaid wages row cost €3,500 to fix

Cropped shot of a young computer programmer looking through data

Ireland has Europe's biggest digital skills gender gap

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Your money

More Your money

Warning over romance fraud scams ahead of Valentine's Day

bundles of green 100 euro notes

Martin: Ireland ready to progress with EU Savings Union

Irish mortgage rates ease again in December

A close-up of hands holding a variety of colorful Euro banknotes, fanned out to display different denominations. The image highlights the vibrancy of the currency and suggests themes of finance, savings, wealth, and personal budgeting. Perfect for illustr

Bankinter continues Irish expansion with deposit accounts

Personal loans hit another record quarterly high - BPFI

Close up image of an electricity bill

Up, up and away? How electricity suppliers calculate your bill

Electricity Prices

Overhead view of young Asian woman managing personal banking and finance at home. Planning budget and calculating expenses while checking her bills with calculator. Managing taxes and financial bills. Home budgeting. Concept of finance and economy

6 policy changes to help consumers save money and cut costs

Supermarkets to cut Kerrygold Butter prices

Dublin's disposable income per person stood at €33,889 in 2024, new CSO figures show today

Disposable income highest in Dublin and Limerick in 2024

AA Ireland sees January drop in petrol and diesel prices

A person holding a shopping basket in a supermarket

Monthly consumer prices down estimated 1% in January

a black and orange ATM machine outside a PTSB branch

PTSB cuts fixed-rate mortgage rates by up to 0.45%

Analysis & Comment

More Analysis & Comment

A house key on a tenancy agreement contract

What do the new rental rules mean?

Analysis and Comment

Brand of the Z: The firms trying to lure young consumers

Close up of young college students hands holding mobile phones. Teenagers addicted to smartphones and technology. Group of friends sharing content on social media. Technology concept.

What will Ireland do to keep children safer online?

Analysis and Comment

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After the gold rush: Rocky times for the precious metal

Last year Ireland imported just over 400 tonnes of beef from South America

Brazilian meat imports - what's the beef?

Analysis and Comment

More Analysis & Comment

Business Brainstorm

More Business Brainstorm

"As an economist, I must admit to thinking about rationality more often than romance". Photo: Getty Images

Is a romantic Valentine's Day worth the economic investment?

St Valentines Day

GREENBRAE, CALIFORNIA - FEBRUARY 12: Boxes of Valentine's Day chocolates are displayed on a shelf at a CVS store on February 12, 2025 in Greenbrae, California. Valentine's Day chocolates could cost up to 20 percent more this year as cocoa prices have surg

Why is Valentine's Day chocolate getting so expensive?

How long will it take for my solar panels to pay for themselves?

A "Farmers for Trump" sign before a roundtable event with former US President Donald Trump at the Barn at Smith Family Farm in Smithton, Pennsylvania, US, on Monday, Sept. 23, 2024. The battle between Kamala Harris and Donald Trump over the economy is set

Are Trump's economic policies alienating his rural MAGA base?

woman on phone during meeting

What does it really mean to be present at work?

Work and careers

Overhead view of young Asian woman managing personal banking and finance at home. Planning budget and calculating expenses while checking her bills with calculator. Managing taxes and financial bills. Home budgeting. Concept of finance and economy

6 policy changes to help consumers save money and cut costs

'When eviction reaches this scale, it becomes a signal that the system itself is failing to provide basic housing security'. Photo: RTE

'We're seeing eviction rates not seen in Ireland since the 1850s'

How fractional employment roles are redefining the workplace

Work and careers

Hands up who wants to be the Chief of Getting Stuff Done today? Photo: Getty Images

Head of Getting Things Done: do you want a quirky job title?

Work and careers

Close up image of an electricity bill

Up, up and away? How electricity suppliers calculate your bill

Electricity Prices

All you ever wanted to know about emergency planning

Emergency Planning

U.S. President Donald Trump takes questions from the media

Who really holds all the financial cards: Trump or bond market?

Business Watch and Listen

A woman sits at a table with a young child

Role of stay-at-home parent valued at €60,000 a year

Irish exports to Egypt grew by 5% last year

Conor McGregor and Suzanne Jackson, who were served with compliance notices by the CCPC over social media posts

Compliance notices for McGregor, Jackson for social posts

SIPTU members at RTÉ vote in confidence ballot

M&A activity up in 2025 but values fell - William Fry

A close-up of hands holding a variety of colorful Euro banknotes, fanned out to display different denominations. The image highlights the vibrancy of the currency and suggests themes of finance, savings, wealth, and personal budgeting. Perfect for illustr

Bankinter continues Irish expansion with deposit accounts

Lidl Ireland CEO Robert Ryan and Minister for Agriculture Martin Heydon

Lidl Ireland spending on Irish goods & services hits €2bn

Home-buying process leads to overbidding, delays - ESRI

ECB President Christine Lagarde on a stage with the EU stars behind her

ECB keeps rates steady, takes dollar weakness in stride

Just 7% say housing policy changes make it easier to buy

Lying on a pink inflatable ring and relaxing at a holiday villa in Majorca, Spain

New survey points to optimism for travel sector

The acquisition combines SpaceX's rocket capabilities with xAI's technology

Musk merges xAI into SpaceX to build space data centres

Science and Technology

Agribusiness

More Agribusiness

IFA members occupy Bord Bia office in Dublin

Fresh proposals aimed at resolving Bord Bia dispute

Exports to China of livestock hides and skins resume

China to reduce levies on EU dairy products from tomorrow

Govt wins Dáil vote on Murrin's Bord Bia role

IFA members occupy Bord Bia office in Dublin

IFA questions Bord Bia accreditation of Dawn Farms

Irish Farmers Journal appoints Woods as new editor

Martin Heydon, Minister for Agriculture

Heydon calls for stakeholder meeting on Bord Bia dispute

MEPs vote for safeguards if Mercosur deal goes ahead

Changes to farm payments could cause delays - EU watchdog

Lidl Ireland CEO Robert Ryan and Minister for Agriculture Martin Heydon

Lidl Ireland spending on Irish goods & services hits €2bn

Last year Ireland imported just over 400 tonnes of beef from South America

Brazilian meat imports - what's the beef?

Analysis and Comment

Larry Murrin, Chair of Bord Bia

Murrin 'fully committed' to Bord Bia role, committee told

The Business of Climate

More The Business of Climate

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How long will it take for my solar panels to pay for themselves?

US President Donald Trump makes an announcement in the Roosevelt Room

Obama says Trump climate move leaves US 'less safe'

Aerial view of wind turbine blades lying on the ground

Wind turbine maker Vestas sees record revenue in 2025

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Supreme Court upholds order overturning wind farm refusal

Irish wind farms delivered around 13,634 GWh of clean electricity last year

Wind farms provided a third of country's power in 2025

Orsted to divest European onshore business in Cork

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Fully electric vehicle sales in EU overtake petrol

More The Business of Climate

US Tariffs

More US Tariffs

BTS trade tariff 169

EU trade taking hits from US tariffs, China competition

Nissan sees smaller full-year operating loss

Mercedes-Benz had a difficult year as it battled stiff competition in China, costly tariffs and negative currency effects

Mercedes 2025 earnings more than halve on tariffs, China

President of the European Commission Ursula von der Leyen walking to the podium at the EU Commission headquarter.

EU must 'tear down barriers' to become 'global giant'

Hasbro sees revenue below estimates on weak toy demand

Trump tariffs hurt French wine and spirits exports

A side by side image of US President Donald Trump and Indian Prime Minister Nahendra Modi

US cuts India tariffs, India to stop buying Russian oil

The euro zone economy grew by 0.3% in the fourth quarter, above expectations for 0.2%

Euro zone economy ends 2025 on solid footing

a close up of an Electrolux washing machine

Electrolux's fourth quarter profit beats expectations

Adidas said its sales rose 4.8% to a record €24.8 billion in 2025

Adidas sees record sales in 2025, plans €1 billon buyback

Spot gold prices hit an all-time high of $5,110.50 yesterday

Gold edges higher as uncertainty fuels safe-haven bids

Airbus CEO Guillaume Faury

Airbus CEO warns of new risks after trade damage