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Summer holidays causing parents financial anxiety

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Clodagh Rice

BBC News NI business correspondent

Getty Images A young boy wearing a yellow and white striped t-shirt is holding a red and white football. He looks sad. Behind him is a colourful playground. Getty Images

New research suggests more parents are cutting back on children’s sports because of the rising cost of living

“Forgotten about” parents are calling for more financial support for children’s activities during the summer months.

It comes as research by Ulster University suggests more parents are cutting back on children’s sports due to the rising cost of living.

A number of parents whose children attend Clann Éireann summer scheme in Lurgan, County Armagh, spoke to BBC News NI.

It costs just £20 a week and is able to keep costs low as it is run mainly by volunteers.

 A head and shoulders shot of Seana McConville who has long brown hair. She is wearing a dark top and has pink lipstick.

Mum Seana McConville says parents feel “forgotten about”

Seana McConville volunteers at smaller sessions in the club that are adapted for children like her son who has additional needs.

She said if he was going into childcare over the summer she would have to pay for one-to-one support for him.

She said families like hers were “forgotten about”.

“I’m a full-time worker and every other year I would have to work term time, which is less money throughout the year in order to be able to take off the summer,” she said.

“But that’s not good for me or my son, because we are then tied to just being in the house.

“I miss the social side of being at work and the rest of the year you can struggle because your wages are less.”

School uniforms and PE kits

Ulster University surveyed 855 parents.

The research suggested 37% of parents reduced spending on sports and 35% said their child had missed out because they could not afford it.

It also found 30% of parents were unable to afford clothing and equipment needed for sports.

Healthcare Science lecturer at Ulster University, Maria O’Kane, said at this time of the year researchers heard a lot about the cost of school uniforms and PE kits as families were beginning to budget for them ahead of the new school year.

“Maybe it comes at the sacrifice of a family holiday or a family day out,” she said.

“We heard in the interviews even going for an ice-cream is a luxury they just couldn’t afford any more.”

The Clann Éireann summer scheme runs for two weeks and this year 180 children are attending.

Avoureen Coleman has worked at the club for 30 years and is a classroom assistant at the local school.

She said it was a lifeline for many parents.

“We know people are trying to cut corners on food, clothes, for basic toiletries, that’s the way it’s going, like back in your mummy’s day nearly,” she told BBC News NI.

Summer anxiety

Single mum Nicola Fagan said she felt many parents were “left in limbo” over the summer.

“Not everyone has grandparents or family who are going to cater to your needs,” she said.

She works overtime to save for the summer months and her children’s many activities.

“I try my best to make ends meet so they can get to everything they want to do and their friends are involved in,” she said.

“It’s a whole lot of pressure because you don’t want them missing out on anything that everybody else is doing.

“I come last all the time and I wouldn’t have it any other way, because you aren’t going to have your kids for a very long time when they are small so as long as they are happy I can do without for another couple of years.”

She said the summer scheme had given her children opportunities and day trips that they would otherwise not have had.

“It would have been an anxiety for me over how much it would be and what you are going to have to cut back on,” she said.

“Or are you going to be caught out in a week’s time thinking, ‘I shouldn’t have spent that money because I need diesel in the car or extra electric because Finnian hasn’t turned off his PlayStation overnight?’

“It’s stuff like that you need to think about when it comes to money and cost of living.”

Natalie Geoghegan has dark blonde hair pulled back into a ponytail. She is wearing a light green short-sleeved top and white trousers and is sitting with two girls. She and the girls are all wearing glasses. The two girls are wearing sport tops which are black and red with a white and red logo in the middle.

Natalie Geoghegan’s children attend the summer scheme

Mum-of-six Natalie Geoghegan said the sharing of Gaelic kits at Clann Éireann helps keep costs down.

“With football, you need the latest kit, but with this gear, it’s not the latest – one from four to five years ago is just the same, you’ve got the badge and you’re part of the group,” she said.

For her family, holidays are a luxury that do not happen every year.

“You like to try and get away because life is hard and you like to get away in the summer, but you have to cut back in general on things like clothes and [use] hand me-downs,” she said.

“When they’re in school all year, there’s a routine. I’m lucky I’m at home – I’m not working – but for me to entertain them in the house and run the house, it’s mundane for them for me to try and do everything.”

While Clann Éireann is proving to be an affordable option for these parents, Maria O’Kane said summer schemes do not always suit working families as the hours can be quite short and they can be expensive.

“That puts another pressure on families if their child is expected to attend,” she added.

The survey also suggested that more limited disposable income would mean siblings had different opportunities.

That is the case for Claire King who said: “From my older child to my younger child, he doesn’t get as many days to soft play areas or trips to the zoo, things like that.

“Between camps, feeding them, childcare costs – they’ve all gone up in prices, so it is definitely more expensive than it has been in the past.”



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Google Launches AI Accelerator For Pennsylvania Businesses

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Google, along with Pennsylvania state officials and business groups, announced the AI Accelerator for Pennsylvania small businesses on September 12, 2025.

The program was introduced at the AI Horizons Summit by Google’s Selin Song, Governor Josh Shapiro, the Pennsylvania Chamber of Commerce, and Team Pennsylvania to provide local businesses with free artificial intelligence resources.

What the AI Accelerator program includes

The program is part of Google’s national AI Works for America initiative and offers Pennsylvania businesses several no-cost resources to improve their AI skills and adopt new tools.

  • Live workshops held across the state for hands-on training.
  • Self-paced online courses covering AI fundamentals and prompting.
  • Google Career Certificates for developing skills in high-demand fields.

Hands-on training through local workshops

A central part of the accelerator is a series of interactive workshops conducted throughout Pennsylvania. A designated Pennsylvania AI Coach leads these sessions in partnership with local community organizations.

The first workshop was held on the day of the announcement for 50 small businesses, providing practical training on how to apply AI.

How to access the training resources

Pennsylvania small businesses and their employees can access the online courses and register for career certificate training in fields like cybersecurity, data analytics, and project management. No prior experience is required for the certificate programs.

Registration is available at grow.google/AIWorksforPA.


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Talent, rising costs, AI key concerns for leading Irish businesses – survey

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A survey from Deloitte of businesses participating in Ireland’s Best Managed Companies programme finds two-thirds deploying AI, while one-third see talent and rising costs as key concerns.  

Nearly two-thirds of top Irish companies (62pc) have adopted AI technologies to support their operations, according to new research from Deloitte and UCD Michael Smurfit Graduate Business School, while unsurprisingly that figure rises to 94pc when it comes to telecoms, media and “ technology-driven sectors”.

Employee support and internal productivity (28pc), operational efficiency and automation (22pc), and sales/marketing and customer engagement (15pc) were cited as the top use cases for AI, while 55pc of companies surveyed said operational process improvements were the leading innovation priority.

Other findings included that rising business costs remain a key concern (33pc), while close to one-third said talent acquisition and retention remained crucial as 28pc of companies said it was their biggest barrier to growth.

The current geopolitical and regulatory challenges also arose as a significant barrier to growth and priority area for respondents. One-in-four companies (25pc) said they were “closely monitoring policy changes and trading dynamics”.

Nearly two-thirds (65pc) of those surveyed said developing new products and services will play a key role in their growth plans over the next five years while some 55pc said they expect to grow their business through mergers and acquisitions (M&A), rising to 76pc for tech and media companies.

International expansion and increasing headcount were each cited by 52pc of companies, rising to 71pc among tech companies.

The findings come from a survey of 115 indigenous, private  businesses that are participants in Deloitte’s Ireland’s Best Managed Companies programme, the winner of which will be announced on 25 September. The programme includes some 129 companies in sectors from retail and hospitality to manufacturing and construction with a combined turnover of €15bn and a total of 45,000 staff.

“Innovation is a key theme; and across every industry, launching new products and services is the top growth strategy for the next five years,” said Brian Murphy, Deloitte lead partner for Ireland’s Best Managed Companies awards programme.

“These companies are not just talking the talk, they’re walking the walk, with 62pc already harnessing the power of AI to enhance productivity.

“This survey of Ireland’s Best Managed Companies sends a clear message: we must champion our homegrown businesses, fuel their growth and support their scaling journey to become the next wave of great Irish success stories,” Murphy said, echoing calls in recent weeks from other supporters of indigenous companies ahead of Budget 2026, including Scale Ireland and the IVCA.

Don’t miss out on the knowledge you need to succeed. Sign up for the Daily Brief, Silicon Republic’s digest of need-to-know sci-tech news.



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Fresh News: WebHopers Digital Marketing Company in India Unveils the AI-Driven Campaigns by Google Search & LLMs

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In today’s fast-paced world, Digital marketing without AI is like fishing in an empty pond – Lots of effort but few results. From finding a shop to buy a product or anything else, nearly every customer begins their search with an AI-powered platform, shaping the decisions in real time. WebHopers exploits the AI to transform the marketing strategies, consumer behaviour, and analyzes the data to ensure the campaigns are Focused, Custom-made, and strongly influential on users. The reason behind this is AI, where things get interesting. It can analyze data, consumer behaviour in real time and predict what people want. Even businesses are not asking now that they should use AI or not, but the real question is how often they can make it a part of their marketing strategies. AI insights allow brands to create a user-friendly and engaging experience like never before.

From Insights to Results: The Growing Demand for AI in Marketing AI is not just limited to data analysis but also covers a wide area of consumer insights that fuel the unstoppable demand across industries.

• The Artificial Intelligence in marketing has a market size of USD 12.7 billion in 2024 as per Cognitive Market Research.

• As per SEMrush, ChatGPT comes in 5th rank on top websites on a global level, and it has 5.38billion visits in August 2025.

• Artificial Intelligence reduces the 20% time to launch the campaign and increases the personalized audience segment by 30% as per Semrush.

Decoding the Power of AI-Driven Campaigns AI-Driven Campaign is the next-generation strategy to reach the right audience online. This is different from Traditional campaigns in which marketers guess the users and target a broad segment. AI-driven campaigns show the right ad to the specific audience at the right time.

Consider this scenario: An Online marketplace brand that sells home decor and furniture items. In the past, they had to guess what the customer wanted and hoped for, but after the AI integration, it completely changed the way of plan ad campaigns. It can now analyze the real-time customer data and top queries such as “Study chairs for small apartments” or “Slider wardrobe under 6000”, and many more. Once AI tells the user’s needs, LLMs like tools can create an exactly fitted ad that users are looking for.

AI Meets Google Search: Redefining Ad Campaigns with LLMs The best marketing does not feel like marketing until businesses do not show to specific and targeted audiences. For this, it is important to know what people are searching for. Google searches provide the insights for what users are searching for, and Large Language Models convert insights into highly personalized and attractive ad campaigns. Let’s see how Google search & LLMs are used for Ad Campaigns: Keyword Targeting with Google Search Keywords are the main foundation for Google Ad Campaigns. Marketing companies search for words or phrases through Keyword planner tools, such as Google Keyword Planner, that show what their target audience is searching for.

Creating Relevant Ads with LLMs After choosing the related keywords, marketers design an ad copy and visuals by LLM tools that match with keywords and the user’s intent. Clear, engaging and relevant to queries, ads are more likely to reach the right audience.

Targeting a Specific Audience Google Ads allows businesses to create a filter for their ads according to: • Location • Device • Demographics • Time By combining LLMs with Google search, right Ads reach the right audience at the right time, which increases the chance of engagement and conversions.

Search Intent for Custom Strategies Google search and LLM provide the search intent and patterns from real-time data. With that business can strategically run campaign aids. Let’s understand this with an example: Users searching for “Family-friendly resort in Manali” can see an ad related to kid-friendly activities in Manali, “special family packages for Manali,” and many more.

Tracking Performance and Optimizing Campaigns Google search ads also allow marketers to analyze the results by tracking the advertising. It shows: • Click Through Rates • Conversions & Sales • Highly driven Keywords • User behaviour with the ad The Business Advantage of AI-Driven Campaigns AI-driven marketing has changed the way of digital marketing. Now, the small to large business models rely on Human Expertise and AI. This combination truly made the customer experience more engaging for the ad campaigns. Adding real-time data and search queries by AI, while humans add emotions and personalization to it, makes the ad campaigns more beneficial for the business. Here are some of the benefits of using AI for ad campaigns: • Precision Targeting • Personalized Customer Experience • Increase Efficiency and Scalability • Real Time Optimization • Better ROI • Competitive Advantage Future Trends: AI, Google Search, and LLMs in Digital Marketing Digital Marketing is in unstoppable growth, and a Combination of AI, Google Search and LLMs is the new era of innovation. Those businesses that adopt these technologies are likely to gain a high percentage of users. Future trends are evolving digital marketing such as: • Hyper-personalised marketing • Predictive Marketing • Voice & Visual Search Integration • Automation at Scale • Smarter Ad Optimization Final Thought AI-driven campaigns powered by Google Search and LLMs are not just an option but have become the future of personalized and effective digital marketing. By leveraging these technologies, businesses can easily reach their valuable customers. Behind all this process, a trusted and experienced marketing company plays a crucial role, and this is where WebHopers AI-Powered Digital Marketing company in India stands out to deliver the AI-Driven Campaigns with Google Search & LLM Models.

Contact Details Name – WebHopers Infotech PVT LTD Email – info@webhopers.com Phone Number – 9056855559 (Disclaimer: The above press release comes to you under an arrangement with NRDPL and PTI takes no editorial responsibility for the same.). PTI PWR

(This content is sourced from a syndicated feed and is published as received. The Tribune assumes no responsibility or liability for its accuracy, completeness, or content.)





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