Youth

Young people in Ireland are reshaping the economy

'The Youth Economy’ is the term used to describe the economic conditions for 16 to 24 year olds in Ireland measuring their learning, earning and spending power. In the first ever economic examination of these conditions by a financial institution, AIB is proud to publish ‘The Youth Economy, Decoded’. Led by AIB’s Chief Economist David McNamara, in conjunction with Ipsos and The Youth Lab at THINKHOUSE, this report gives a valuable insight into the challenges and aspirations of young people in Ireland.

What you will discover in the Youth Economy Decoded Report:

The Youth Economy Index which measures economic conditions for 16-24 year olds across learning, earning and spending.

The Financial Confidence and Resilience of Gen Z in Ireland.

Entrepreneurship intent of 16-24 year olds in Ireland.

The values and influences shaping young people’s spending habits.

Read the Youth Economy Decoded Here (PDF, 43 pages, 11,373 KB)

Money is changing for young people in Ireland

Video Transcript and Descriptions

The video opens with an image of two young women smiling and a headline reads “Money is changing for young people in Ireland. Upbeat, energetic music begins.
A rapid montage of young people follows, accompanied by stats relating to the Youth Economy. The screen splits where two portrait images show two designs side by side, in two different studios. One stat reads “68% feel hopeful about their financial future”. The other stat to the right reads “34% have two incomes sources or more.”
The left screen flips like a card and we see two young men sitting on a pier chatting. The accompanying stat reads “42% believe Ireland offers them a good financial future”.
The right screen flips revealing a young woman sitting on a bench and looking upwards. Her stat says “68% are running or thinking about a business.”
The left screen flips again revealing a young barista at a coffee machine. She looks off to the right and is smiling. This stat reads “48% learn about money through social media and AI.”
Lastly, another designer appears as the right card flips. A young woman leans on a desk surround by clothes and a laptop. The accompanying stat says “88% made value spending-based choices in the last year.”
Both screens flip to face backwards and fade out. A purple background appears with the AIB logo and the slogan “For the life you’re after,” alongside a call to action to “Download the Youth Economy Decoded report below.”
[Upbeat music playing throughout]
[Background music plays throughout. All content in this video is presented as on-screen text.]
Money is changing for young people in Ireland.
68% feel hopeful about their financial future.
34% have two incomes sources or more.
42% believe Ireland offers them a good financial future.
68% are running or thinking about a business.
48% learn about money through social media and AI.
88% made value spending-based choices in the last year.
[AIB logo appears.]
For the life you’re after
Download the Youth Economy Decoded report below
[End of video.]

Learning

“I wish we were taught more about everyday money, like how bank accounts actually work, how to budget your wages, taxes, saving, and what happens when you start earning properly.”
Kaydi, 16

Earning

“For me, financial success comes down to flexibility, the ability to choose how I spend my time rather than having that choice limited by my income.”
Luke, 17

Spending

“I get compound interest and understand that the earlier you start investing the better. If I can get that up and running, I suppose that will give me a bit of security that I have some money in the bank for my future if something goes wrong.”
Fionnán, 18

Ryan Mar: Turning Creativity Into Income

Ryan is part of a generation redefining what work looks like. What started as a passion for gaming and content creation has grown into a career reaching more than a million followers. His story reflects one of the key findings from The Youth Economy Decoded: young people are increasingly creating their own opportunities, building personal brands and finding new ways to earn through digital platforms.

In this video, Ryan shares how thoughtful spending, resisting trends and making smart purchasing decisions have helped him invest in his ambitions rather than just keeping up with the crowd.

AIB Creators Ryan Mar

Ryan's tips for saving:

Watch Ryan explain how being intentional with money has helped him build a creator career, invest in the equipment he needs and stay focused on long-term goals rather than short-term trends.

Video Transcript and Descriptions

The video opens with the AIB logo and the slogan “For the life you’re after,” alongside a prompt to visit “aib.ie/youth.”

The first scene shows Ryan Mar preparing for a virtual reality gaming experience. He puts on a headset and appears in a neon-lit virtual environment, holding a controller shaped like a gun and facing toward the camera.

Ryan Marr, identified on screen as a gaming content creator, speaks directly to the camera. The video alternates between him speaking and footage of his activities.

He is shown inside a second-hand electronics and gaming store, browsing devices and games. The footage then cuts back to him speaking to the camera.

The video transitions to Ryan walking through a city environment. He is shown using an ATM, followed by scenes of him shopping in a clothing store with visible sale signage indicating “50% off.” He looks through clothes, suggesting browsing or purchasing items.

Throughout the video, the editing cuts between Ryan speaking to the camera and clips of him moving through the city, reinforcing a day-in-the-life style.

The video ends with on-screen text reading “Today’s choice… tomorrow’s freedom.”

The closing screen displays the AIB logo and the slogan “For the life you’re after,” along with the link “aib.ie/youth.” Additional text states that the video is a paid partnership with AIB PLC and includes legal text noting that Allied Irish Banks, PLC is regulated by the Central Bank of Ireland.
[Music playing softly in the background]

[Opening screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]

[On-screen text:]
“Ryan Mar”
“Gaming content creator”

Ryan Mar:
“When buying equipment for myself, I try not to buy brand new at first if I can get a cheaper second-hand version. For example, a camera that someone doesn’t want, or a phone that someone doesn’t need.”

[Visual: Ryan in a gaming setup, followed by a virtual reality gaming scene.]

[Visual: Ryan browsing items in a second-hand gaming store.]

Ryan Mar:
“Reward yourself from time to time. If you’ve been good with your money for a long period, don’t be afraid to get something outside of your usual budget. I’m not saying get a car. But if you reach a saving goal that you’ve had for a long time, celebrate with something like a nice meal out.”

[Visual: City scenes including walking through streets and using an ATM.]

[Visual: Clothing store with sale signage reading “50% off”.]

Ryan Mar:
“Try not to get caught up in name brand trends. Trends come and go, and buying a certain brand just because it’s popular at the time can cost you a lot more money.”

[On-screen text:]
“Today’s choice… tomorrow’s freedom”

[Closing screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]

[On-screen text:]
“In paid partnership with AIB PLC”

[On-screen legal text:]
“Allied Irish Banks, PLC is regulated by the Central Bank of Ireland.”

[End of video.]

Darragh McGurn: Building Opportunities Through Skills

The Youth Economy Decoded found that young people are actively investing in themselves through education, training and skills development. Darragh's journey shows what happens when passion, discipline and continuous learning come together. From elite sport to content creation and personal training, he has built multiple pathways around his interests and expertise.

In this video, Darragh explains how the same mindset that drives physical fitness can help build financial confidence and create opportunities for the future.

Darragh's tips for saving:

Watch Darragh share how goal setting, planning and investing in your own development can help build both financial confidence and career opportunities.

Video Transcript and Descriptions

The video opens with the AIB logo and the slogan “For the life you’re after,” alongside a prompt to visit “aib.ie/youth.”
Darragh McGurn, identified on screen as a fitness content creator, appears speaking directly to the camera inside a gym environment.
As he speaks, the video alternates between direct-to-camera footage and clips of him exercising. These include stretching and performing gym-based movements.
He explains financial habits using fitness analogies, such as tracking spending in the same way as tracking workouts or nutrition.
The visuals then show Darragh preparing meals in bulk. He is seen placing lids on multiple prepared food containers, reinforcing his point about saving time and money through planning.
The video maintains a consistent structure of spoken advice paired with relevant gym and lifestyle visuals.
The closing screen displays the text “Today’s choice… tomorrow’s freedom,” followed by the AIB logo and the slogan “For the life you’re after,” along with the link “aib.ie/youth.” Legal text states that Allied Irish Banks, PLC is regulated by the Central Bank of Ireland.
[Background gym ambience / light music]
[Opening screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]
[On-screen text:]
“Darragh McGurn”
“Fitness content creator”
Darragh McGurn:
“Keep a log of your spending. Track your spending the same way that you track macros or lifts in the gym. What’s measured gets managed.”
[Visual: Darragh in a gym environment, stretching and preparing for exercise.]
Darragh McGurn:
“So allocate money monthly for memberships, food, fuel and phone bills, and treat it as a non-negotiable. Then you can set aside spending money after that.”
[Visual: Workout sequences, including lifting and movement exercises.]
Darragh McGurn:
“Goal setting and financial fitness mirror physical fitness. Define the goal, set the plan, and then execute.”
[Visual: Continued gym activity, transitioning into everyday lifestyle scenes.]
Darragh McGurn:
“Meal prep saves you time and money. One of the biggest money drains is buying food on the go. Prepping your meals in bulk isn’t just healthier — it’s massively cheaper and keeps you fully in control.”
[Visual: Darragh preparing meals in containers and organising food.]
[On-screen text (closing):]
“Today’s choice… tomorrow’s freedom”
[Closing screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]
[On-screen text:]
“In paid partnership with AIB PLC”
[On-screen legal text:
“Allied Irish Banks, PLC is regulated by the Central Bank of Ireland.”]
[End of video.]

AIB Creators Darragh McGurn

Taylor Travels: Creating Opportunities Beyond Borders

The Youth Economy Decoded highlights how young people are increasingly building careers that aren't limited by geography. Whether through remote work, digital content creation or global communities online, today's generation has more ways than ever to learn, earn and connect across borders.

Taylor's journey reflects this shift. Through travel and content creation, she has built a platform around her experiences while navigating the realities of managing money, making independent decisions and embracing new opportunities.

AIB Creators Talor Travels

Taylor's tips for saving:

Watch Taylor share how travel has broadened her perspective on money, independence and opportunity, and why investing in experiences, skills and personal growth can create value far beyond financial returns.

Video Transcript and Descriptions

The video opens with the AIB logo and the slogan “For the life you’re after,” alongside a prompt to visit “aib.ie/youth.”

Talor Travels, identified on screen as a travel content creator, appears speaking directly to the camera. She is shown in a hostel-style room with a backpack, introducing travel-related advice.

The video rapidly cuts between Talor speaking to the camera and scenes of her travelling in different locations. She is shown walking outdoors with a backpack and exploring various destinations.

A key segment shows Talor demonstrating how to use compression packing cubes. She fills and organises items into the cubes, showing how they help with packing efficiently.

Additional clips show her enjoying holiday activities and experiences, reinforcing the theme of travel and lifestyle.

The video maintains a fast-paced editing style, alternating between direct-to-camera advice and travel footage.

The closing screen displays the text “Today’s choice… tomorrow’s freedom,” followed by the AIB logo and the slogan “For the life you’re after,” along with the link “aib.ie/youth.” Additional text states that the video is in paid partnership with Allied Irish Banks, PLC, and includes legal text noting that Allied Irish Banks, PLC is regulated by the Central Bank of Ireland.
[Opening screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]

[On-screen text:]
“Talor Travels”
“Travel content creator”

Talor Travels:
“Stick to carry-on only and pack light. I promise you it will save you so much money.”

[Visual: Talor in a hostel-style room with a backpack, preparing to travel.]

Talor Travels:
“And to help you pack more, if you’re an overpacker like me, always use compression packing cubes to bring more options and save space.”

[Visual: Packing demonstration showing the use of compression packing cubes and organised items.]

[Visual: Travel scenes of walking outdoors and exploring destinations.]

Talor Travels:
“Staying longer in one place means less money spent on transport and more time to find good deals and have a deeper travel experience. Fast travel burns through so much cash and energy.”

Talor Travels:
“Your phone is literally everything when you’re travelling - maps, money, bookings. A solid power bank can save you so much money and stress.”

[Visual: Holiday activities and travel experiences, including navigation and mobile phone use.]

[On-screen text (closing):]
“Today’s choice… tomorrow’s freedom”

[Closing screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]

[On-screen text:]
“In paid partnership with Allied Irish Banks, PLC”

[On-screen legal text:
“Allied Irish Banks, PLC is regulated by the Central Bank of Ireland.”]

[End of video.]

The Kerry Cowboy: Building a Modern Career from Passion

One of the strongest themes in The Youth Economy Decoded is that young people are increasingly creating their own pathways rather than following traditional career routes. They're combining interests, skills and digital platforms to build opportunities that reflect who they are and what matters to them.

The Kerry Cowboy is a great example of this mindset in action. By turning a passion into a personal brand and engaged online community, he demonstrates how authenticity, creativity and entrepreneurship can create new forms of earning and influence.

The Kerry Cowboy's tips for saving:

Watch The Kerry Cowboy discuss how backing yourself, pursuing your interests and building a community around what you love can open up opportunities that didn't exist for previous generations.

Video Transcript and Descriptions

The video opens with the AIB logo and the slogan “For the life you’re after,” alongside a prompt to visit “aib.ie/youth.”

The opening scene shows a man walking through a field wearing wellington boots and carrying a bucket. The video then cuts to him speaking directly to the camera. On-screen text identifies him as “Kerry Cowboy, aka Seaghan O’Suilleabhain.”

As he speaks, the video alternates between direct-to-camera footage and scenes of farm work. He is shown in a barn and outdoors interacting with livestock.

Visuals include cows and calves feeding from troughs, and the speaker carrying out everyday farming tasks such as feeding animals and moving around fenced areas. In one sequence, he is seen jumping over a fence while carrying a bucket to feed livestock.

The speaker discusses financial planning in the context of farming, highlighting the importance of prioritising skills, investing in education, and understanding that farming income can vary significantly depending on the season.

The video maintains a fast-paced style, cutting between his advice and supporting visuals of farm life.

The closing screen displays the text “Today’s choice… tomorrow’s freedom,” followed by the AIB logo and the slogan “For the life you’re after,” along with the link “aib.ie/youth.” Additional text states that the video is in paid partnership with Allied Irish Banks PLC and includes legal text noting that Allied Irish Banks PLC is regulated by the Central Bank of Ireland.
[Background music / natural farm ambience]

[Opening screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]

[On-screen text:]
“Kerry Cowboy (aka Seaghan O’Suilleabhain)”
“Farming content creator”

Seaghan O’Suilleabhain:
“Prioritise skills over stuff. Put money into developing yourself as a person. Doing a course that would benefit you over flashy shoes - the best investment you can make is in yourself.”

[Visual: Seaghan walking through fields, standing in a barn, and carrying out farm work.]

Seaghan O’Suilleabhain:
“Farming is a seasonal business. What you make from month to month can vary drastically, so it’s important to learn how to budget.”

[Visual: Cows and calves feeding, outdoor farm activity.]

Seaghan O’Suilleabhain:
“Your milk check will look very different in May than at the end of October. Keep that in mind.”

[Visual: Feeding animals and moving around the farm, including carrying equipment and jumping a fence.]

Seaghan O’Suilleabhain:
“Apply for young farmer schemes. There’s a lot of them out there specifically designed to help you start out and get on your feet.”

[On-screen text (closing):]
“Today’s choice… tomorrow’s freedom”

[Closing screen:
AIB logo
“For the life you’re after”
“Visit aib.ie/youth”]

[On-screen text:]
“In paid partnership with Allied Irish Banks PLC”

[On-screen legal text:
“Allied Irish Banks PLC is regulated by the Central Bank of Ireland.”]

[End of video.]

AIB Creators The Kerry Cowboy

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Sustainability

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The Youth Economy Decoded

Young people in Ireland are reshaping the economy

Money is changing for young people in Ireland

Video Transcript and Descriptions

Learning

Earning

Spending

Ryan Mar: Turning Creativity Into Income

AIB Creators Ryan Mar

Ryan's tips for saving:

Video Transcript and Descriptions

Darragh McGurn: Building Opportunities Through Skills

Darragh's tips for saving:

Video Transcript and Descriptions

AIB Creators Darragh McGurn

Taylor Travels: Creating Opportunities Beyond Borders

AIB Creators Talor Travels

Taylor's tips for saving:

Video Transcript and Descriptions

The Kerry Cowboy: Building a Modern Career from Passion

The Kerry Cowboy's tips for saving:

Video Transcript and Descriptions

AIB Creators The Kerry Cowboy

Looking to make the savvy choice with your personal account?

Secondary School Account

College Account

Graduate Account

Sustainability

MyMortgage tool

The Youth Economy Decoded

Young people in Ireland are reshaping the economy

Money is changing for young people in Ireland

Video Transcript and Descriptions

Learning

Earning

Spending

Ryan Mar: Turning Creativity Into Income

AIB Creators Ryan Mar

Ryan's tips for saving:

Video Transcript and Descriptions

Darragh McGurn: Building Opportunities Through Skills​

Darragh's tips for saving:

Video Transcript and Descriptions

AIB Creators Darragh McGurn

Taylor Travels: Creating Opportunities Beyond Borders

AIB Creators Talor Travels

Taylor's tips for saving:

Video Transcript and Descriptions

The Kerry Cowboy: Building a Modern Career from Passion

The Kerry Cowboy's tips for saving:

Video Transcript and Descriptions

AIB Creators The Kerry Cowboy

Looking to make the savvy choice with your personal account?

Secondary School Account

College Account

Graduate Account

Darragh McGurn: Building Opportunities Through Skills