Can a protectionist stance be taken in regard to Irish goods? Can today’s consumer be loyal to Irish goods purely on the basis of the greater good of sustaining Irish growth and protecting industries?

Ideally, yes. However, it is more complex than that, and than it was when ‘Buy Guaranteed Irish’ was a prevalent slogan in the 1970s and 80s. What is different this time round?

Irish consumers have lived through the ‘live now, pay later’ period of what then seemed like unstoppable growth. Consumer expectations expanded, Irish consumers shopped abroad regularly and were happy to buy products from different origins. It portrayed them as well travelled and sophisticated.

Then, challenger brands were welcomed in certain categories (Ryanair included), as they allowed us to spend even more on the products of choice and brands of distinction. We felt savvy, and the Irish attribute of tracking down a bargain was applauded.

We started to become more aware of the extent to which we were bring ripped off by indigenous brands and services. Media - and online - helped us to get more clued up about the cost of products. Just before the economic climate changed, we started to become more aware of ethical consumption and sustainability.

Food miles and how ethical products were became a purchasing criteria for a sizeable segment of progressive consumers. Local produce was favoured, as were in-season products, even if they cost more.

The recent economic downturn changed everything. Our behaviour is now influenced by price, according to more than 80 per cent of consumers. Discounters have doubled their share of the Irish grocery market. Thrift is a new form of sophistication. ‘Homedulgence’ (the stay-at-home-and-indulge culture) is in, again.

That said, realism is not the norm. Consumers are used to their treats. In reality, brands that deliver optimism and make the day better, yet are not overcharging, are adding value, delivering little moments of satisfaction, little acceptable rewards that will win.

The new middle market is brands that offer value, ensure consumers feel good about themselves, good about their choices, less paranoid about their fears, help them enjoy themselves a little more, but in a discrete way. Local products can do that if properly positioned. Brand trust is key, as is innovation and a relevant product truth. ‘Local’ must equal better, and not just be Irish. In Britain, Sainsbury’s communicates that its beef is 100 per cent British.

The recent Carling campaign talks about the British grain; these are ways into the ‘British’ market and are credible as they are based on product truths Therefore, ‘Buy Irish’ may evolve to support local credentials (be that ingredients, understanding, techniques, supporting communities or people connection) and must really focus on how this translates for its audience.

There is a lot of opportunity for food brands and some key services brands to get this right. The smarter ones will get it. If they can do so at thin a competitive price, they will succeed.

Kay McCarthy is managing director of McCarthy Communications Partnership