61% of consumers say they have New Year’s resolutions for 2022.
As you would expect, diet and exercise are common - but not the only - themes.
Who are the resolutionists? And what do their plans mean to your brand?
Let’s start with some insights on consumers’ New Year’s resolutions.
We recently asked 2,500 consumers in Brazil, the US, Denmark, Germany, and Indonesia if they have New Year's resolutions for 2022.
Overall, 61% of them said yes, but the commonality depends on where you ask: Indonesia holds the most New Year's resolutions out of the surveyed countries with 90% saying they do, while Denmark is the least with just 31%.
Our research also shows that a New Year’s resolution holder is typically young and if they have a career-related goal, they’re likely low-income. If they have a resolution related to their environmental behavior they’re likely to have a high income.
So, 6 in 10 consumers are looking to make a change in 2022 and it is typically related to health, improving their relationship with family and friends, or addressing their work-life balance.
This means your commercial opportunity lies in both offering products and services helping consumers reach these goals and taking these insights into account in your marketing messaging.
But goals for a new year are complex and there’s is another angle you don’t want to miss out on:
39% of consumers don’t have any New Year’s resolutions. However, that does not mean that they do not have goals for the new year:
49% of the New Year's resolution-less have the intention of (trying to) change their behavior in one or more areas in the beginning of 2022.
For instance, 49% of all our surveyed consumers have a goal related to diet and exercise for 2022. But if you want to target them, you need to know they differ:
82% of them call it a New Year’s resolution while 18% just call it a goal.
Those are the facts about consumer’s intentions. Do consumers see your brand as relevant to help them reach their 2022 goals?
PS: Get the full insights report on consumer’s New Year’s resolutions and lifestyle reflections right here
