What We’re Saying
What would you give your largest customer who needs to know you value and need them
MCCP asks if the traditional presentation of a shamrock bowl is the only appropriate gesture for a meeting with Trump, or if this moment should be used to redefine our value proposition not only for the US but globally.
Ireland is an open and independent economy and a small island with strong historical links with the US.
We cannot afford some of our idealist murmurs, instead we need strong political, trade and consumer Brand-Ireland strategic thinking and actions. This includes that of Irish business and brand owners.
Shamrock is one of our well-known branding symbols, seen as representing hope, faith and good luck. All of these are pertinent this week but may need to add in partnership, agility and innovation.
Our success in trading with the US has led to a €50 billion surplus in goods, with €36 billion in pharmaceuticals alone. Other products, including some of Ireland's best-known whiskey brands, beers, and food ingredients, also regularly ship across the Atlantic. However, we are net importers of US services and goods, as many of our supply chain ingredients come from the US. This will impact many producers and consumers in Ireland, and a rebalance may be necessary.
The scale of US imports of pharmaceuticals has been isolated in the US as a concern. In particular imports from Belgium, Ireland, Switzerland and Singapore and it has been pointed out that the net result is a loss of tax revenue for the US Treasury and a smaller biopharmaceutical industrial base leading to a less resilient US economy.
Trump therefore treats trade imbalances as power imbalances and this perspective is therefore a threat, so Ireland needs to serve up a good value proposition i.e. the value in it and not the threat. Some argue that it is hard to apply tariffs to pharma as in 1994, they were deemed exempt from duties by W.H.O. but we should not seek refuge in this.
So, it is a pressing issue!
MCCP The Independent Strategy Agency has diagnosed some of the impacts for brand and business leaders using its strategic frameworks.
The Macro Context:
The political context is one of a shift towards the right as we see a rise in protectionism, national-home-country-first, tariffs/import taxes and barriers to the flow of people and goods. All these run counter to many of the globalisation trends and practises we have enjoyed over past decades. They only mean one thing in essence, higher prices and Ireland becoming less competitive both as a place to do business in and with.
211,000 people in Ireland work directly in a US firm in Ireland, a further 168,000 supported indirectly by US firms, so this is a threat should tariffs impact on these companies. To put it mildly and in marketing terms, the US is a critical market for us, should that market find our products more costly we could lose some heavy consumers of our products. We could also lose appeal, and relevance should our lower tax preferences for US companies in Ireland be targeted by the US to win back those jobs.
The economic context is driven by volatility, even if the jobs market is solid, there is fear and uncertainty meaning consumers will hold their pockets tight, this comes at a time with cost of living is already hurting from recent increases in service charges across the board from broadband to refuge collection. Our research tells us that whilst the underlying base is stable, there is a nervousness regarding spend on large ticket items and a surge in consumers looking for deals to stay within budget. It is the multiple uncertainties – not just what will be hit - but when and how, as there are different scenarios depending on which tariff instrument is applied and to which product codes and of course, when!
The social context is also volatile as many corporates row back on DEI hiring policies as a priority due to compliance with US HQ based companies, all rowing in behind Trump and Maga followers. There is unrest with fragmented groups and as companies row back on hybrid and other arrangements, people feel a lack of trust.
It comes as no surprise that some survey quote (Irish Credit Union, February 2025) that almost 7 in 10 Irish consumers (67%) see US policy changes having a negative impact on Irish economy and as many as half of them (50%) see US policy changes harming their household finances. Half of our corporate tax revenue is cited to be from US firms.
Our local and global Discovery research coupled with our Trendstream™ shows the consumers are not only me-first, but they also seek trust, will pay for entertainment and communications that offers them comfort, and ways to create a ‘win-win’ for their individual needs. With U-turns on many cultural policies, consumers are feeling isolated. But they are experiencing a different type of isolation and within it holds several opportunities for business, if insightfully navigated.
It's not just our consumers we need to worry about – the American consumer is currently less well off. Spending by the top 10 percent in America rose 12 percent in the year to September 2024, while spending by the middle and working classes declined. Confidence has plummeted, and the year has had a slow start in the US. Just under 1 in 5 of international tourists to Ireland (1 million of them) are from the US (Tourism Ireland). The Irish diaspora, which is middle class, will feel this pinch and may not want to visit the ancestral homes of their grandparents to experience the homestead vibe as they may look for better value elsewhere.
So, what could it mean to adapt to the new market and emerging global reality: There are 7 key areas to focus on and these may vary by category.
⦁ We need brands with more premium propositions when selling to the US to justify the higher costs
⦁ We need to dial up heritage and authenticity, we have plenty of this, BUT it is not about leprechauns and plastic Paddy’s for the US millennial consumer who is now the target
⦁ We need to sell our green, clean, island brand image and back it up by compelling narratives
⦁ Local, small and artisanal is a key driver in the US and we can tick all those boxes, don’t be thinking Ballydehob or Ballybunion, they may not know where it is, think Ireland!
⦁ Bring innovation to our products and use tech to scale them – we have proven before that we are an innovative nation
⦁ Understand audiences needs – especially large subsegments through insightful approaches as one size no longer fits all – there are fragments and some are large
⦁ Bring partnership to deals, whilst Trump wrote ‘The Art of the Deal’, an Irish man coined the word Entreprenuer, we can and must out Entrepreneur others.
Bring agilty to the market, this is the time for Ireland Inc to pivot for the better and bring value in what we can offer to a more restrictive marketplace. Our response should be to think more creativity, positivity, with humanity, ingenuity, and connectivity to position our services and products. We are not just the gateway to Europe, our people, products and services are unique in the world and our size, thankfully is not a real threat to anyone
We must back up our claims and invest in our commitments too.
Here too are some of the considerations as to what this means by category based on our research at MCCP:
Food and beverage brands:
If the U.S. enacts stricter tariffs or regulatory barriers on European imports, Irish dairy, meat, and processed food products Ireland could see reduced market access. Additionally, any shifts in American agricultural subsidies may distort global commodity prices, impacting Irish producers’ competitiveness.
However, there are opportunities for Irish food brands to position themselves as premium, high-quality alternatives in a market where American consumers are increasingly seeking authenticity, sustainability, and clean-label ingredients. Ireland has premium whiskeys, liqueurs and beers so this will need careful crafting, so they are seen as worth paying more for.
There may be opportunity for Irish artisan brands and for Bord Bia to leverage Ireland’s strong food heritage and sustainability initiatives. Brands can use storytelling and marketing strategies to appeal to high-end consumers who value organic and responsibly sourced products.
The Irish retail and FMCG sector:
Ireland’s retail and FMCG sectors are deeply integrated into global supply chains, sourcing raw materials and finished goods from the U.S. and other markets. A more protectionist America could drive up costs for imported materials, leading to inflationary pressures on consumer products.
However, Irish brands can benefit from shifting consumer preferences towards local and sustainable products. Retailers may need to emphasize homegrown alternatives, promoting ‘Buy Irish’ campaigns to counterbalance any potential supply disruptions. Additionally, brands that invest in digital marketing, DTC (Direct-to-Consumer) models, and data-driven consumer insights will be better positioned to engage with an evolving consumer base.
Pharmaceuticals and Personal Care Products: A Mixed Bag of Risks and Growth
Ireland’s pharmaceutical and personal care industries are significant exporters to the U.S., with many multinational corporations operating Irish manufacturing facilities. Trump’s policies on drug pricing and reshoring manufacturing could impact global supply chains. If the U.S. government pressures pharmaceutical firms to produce domestically, some operations may shift away from Ireland.
That said, Ireland remains a leading player in biopharma and innovation. The country’s highly skilled workforce, favourable tax policies, and established infrastructure will likely continue to attract investment. Moreover, the growing demand for personal care products that emphasize sustainability, clean beauty, and natural ingredients aligns well with Irish brands that can differentiate themselves in a competitive U.S. market.
Luxury Goods and Fashion: Sustainability as a Competitive Edge
Luxury goods and fashion brands from Ireland may see changes in consumer demand under a Trump presidency. While economic uncertainty could lead to cautious spending, affluent consumers continue to prioritize sustainable, ethically produced, and premium-quality fashion.
Irish designers and brands focusing on heritage craftsmanship, sustainable textiles, and innovative retail experiences (such as virtual shopping and AI-driven personalization) can carve out a niche in the American market. Collaborations with U.S.-based retailers and influencers will be key in maintaining market penetration.
Technology-Enabled Consumer Products: Leveraging Ireland’s Innovation Hub
Ireland’s growing reputation as a tech and innovation hub presents opportunities for smart consumer products, including wearable technology, IoT-driven home devices, and AI-powered services. With increasing U.S. demand for personalized, tech-driven experiences, Irish startups and established players can benefit from partnerships with American firms.
However, shifts in U.S. data privacy regulations, taxation of digital services, and potential barriers to tech collaboration could introduce friction in cross-border business. Irish tech firms must remain agile and proactive in navigating evolving regulations.
Conclusion: Adapting to a New Market Reality – now is the time to reshape our value proposition
The return of Trump to the U.S. presidency presents both challenges and opportunities for Ireland’s consumer product and service markets. While protectionist policies, tariffs, and regulatory changes pose risks, Irish businesses can leverage their strengths—quality, sustainability, innovation, and branding—to maintain and grow their market presence in the U.S.
Companies that invest in premiumization, direct consumer engagement, digital transformation, and strategic partnerships will be best positioned to thrive in this new landscape. As market dynamics continue to evolve, agility and forward-thinking strategies will be key to sustaining success in a shifting global economy. In the words of John F Kennedy – “My friends, Ireland’s hour has come, you have something to give to the world, and that is the future of peace with freedom” .
Kay McCarthy,
Managing Director/Founder, MCCP - The Independent Strategy Agency
MCCP serves successful companies both locally and internationally
Producing Award Winning Research, Strategy, Innovation and Culture
To see how our Team can help your Brand contact us on meetus@mccp.ie