Last week we reported on the customer mindset around New Year Resolutions and found that, while they are very much still a thing, certain aspects have shifted. We found that…
NOBODY’S READY ON JAN 1ST
IT’S NOT ALL ABOUT HEALTH & WELLBEING
LESS PRESSURE, MORE ZEN WANTED
So, what are the 3 key things brands need to do to align with this mindset?
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People have been conditioned to expect brands and retailers to get involved in their new year resolutions. Their assumption is that the vast majority will focus on diet and fitness, that advice and guidance will be aimed at ‘pushing’ them (to make big, unsustainable shifts or set unachievable targets), and that support will disappear by the end of January.
Help in planning and achieving their new year plans and intentions is wanted but there’s a desire for it to better reflect a) the subject matter of their resolutions and b) their new-found realism when it comes to making changes. They would also appreciate brands taking a longer-term approach: with less focus on spending big in January as well as inspiration which lasts the course of their resolutions. Specifically, there are three key things brands can do to better align with the way people are now approaching new year plans:
TAKE A FRESH LOOK AT DATES
HELP MANAGE THE PRESSURE
We asked 40 of our FastQual ready respondents (a broad mix from above to below average affluence) to tell us all about how they feel towards new year resolutions, whether they’re making any this year, their hopes & fears for the year ahead, and what they want from brands and retailers in 2023.
Next week in the final installment of our January FastQual series…
NEW YEAR RESOLUTIONS:
3 WAYS TO SURVIVE ON THE HIGH STREET
People now think broadly when it comes to their New Year Resolutions: plans and aspirations span life-care (health & wellbeing in its broadest sense, space/time/financial management), acquiring new skills and home & garden projects. By reflecting this broad scope in their marketing, brands can maximise sales and demonstrate empathy with customers.
We saw last week that people simply aren’t ready to start resolutions on January 1st but that there are multiple opportunities in the new year, and indeed through-out the year, for brands to provide inspiration, support and relevant products. With the right approach brands can engage with new year plans over an extended time frame.
People are learning to go a little easier on themselves, to be more realistic about what they can achieve and to celebrate small successes. Brands who provide gentle support and positivity will feel most in tune with their customers.