Spoiled Ireland

The latest JWT Anxiety Index study on the youth market gives some pointers for Irish marketers. The report notes that:

Having grown up during a period of unprecedented growth, young British adults have become accustomed to having what they want and having it now. As they experience recession for the first time, the dual prospects of struggling to find or keep a job and dwindling disposable income have come as a shock. More than any other age group, they are feeling resentful about the ways in which the recession is affecting their generation. To keep young Britons spending, brands will have to compete more fiercely than ever, offering more for less at a time when “Spoiled Britain” can no longer afford to have it all.

Sounds like the story of young Irish adults, don't you think? Though I don't think they'd take too kindly to being labelled 'Spoiled Ireland'.