NEW YEARS RESOLUTIONS: 3 THINGS YOU NEED TO KNOW ABOUT CUSTOMERS

THE EXAM QUESTION

Over the past couple of decades we’ve seen a lot of changes in how people approach new year resolutions. We wanted to know, with 2023 set to be a year of continued financial concern and global upheaval, are new year resolutions still a thing? We’ll reveal our findings in a series of three January reports.

New Year Resolutions:

3 things you need to know about customers
3 things brands need to do
3 ways to survive on the high street

THE ANSWER

It’s difficult not to see the start of a new year as a time to reflect and reappraise, even if you feel a rebellion against being told to make resolutions for January or are disillusioned with having failed many times before.

So, while some reject the need to call them ‘resolutions’ or to stick to traditional timings (and this was particularly evident for younger generations), the majority of people were still making plans about what they would change or accomplish during the year ahead.

There are three crucial things to understand about how customers have approached their new year plans in 2023…

NOBODY’S READY ON JAN 1ST

IT’S NOT ALL ABOUT HEALTH & WELLBEING

THEY WANT LESS PRESSURE, MORE ZEN

THE APPROACH

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.

SO WHAT?

Next week in our January FastQual series…

NEW YEAR RESOLUTIONS:
3 THINGS BRANDS NEED TO DO

Nobody’s ready on Jan 1st

While not everyone still makes traditional new year resolutions, most still feel that moving into a new year marks a fresh start and is a good time to make plans, set targets, or take on new challenges. However, January 1st is too soon for almost everyone.

THE RETURN OF ROUTINE
Even those most eager to get on with resolutions need to be back to ‘normal’ before they can do so. They need family and friends to go home and routine to return. The first Monday after work/school starts is a popular day to start afresh.
JANUARY IS FOR RECUPERATION
For many, January is a time when they have no money, no motivation, and are exhausted from the effort of delivering Christmas. For these people, anything before February feels too soon.
WAIT UNTIL SPRING
January might be a good time to start mulling over plans and projects but some are happy to wait for the energy and longer days of Spring before they take action.

JULIA

My new years’ resolutions are going to need me to have a little time for myself and that isn’t until all the family time is over. Once I’m back to work and things are more normal.

LUCY

In January I’ve run out of money and I’m knackered. Christmas magic is exhausting if you’ve got all the day-to-day stuff to do too. In January I just need to recover.

HARVEY

I do tend to make fitness, diet and financial resolutions for the year but I don’t start them until the Spring when the days are longer and brighter and I have more energy

It’s not all about Health & Wellbeing

January is a time when it feels natural to reflect and take stock and this means that people are thinking wider than health & wellbeing, even in its broadest sense. This is particularly true in January 2023 when they’re also trying to work out how to make the most of life during a cost-of-living crisis.

LIFE-CARE
Planning includes diet, exercise, mental health, energy levels and sleep, but also stretches to space organization, time-management and finances.
NEW SKILLS
From finding more time to practice to signing up to new courses or training as an instructor. From yoga, photography and languages to learning to take a turn cooking dinner once a week.
DIY & GARDENING PLANS
Setting tasks for the year ahead and getting set up with the knowledge and tools to achieve them.

ELLEN

I want to re-organise for a tidy space, keep a journal, and implement a ‘Sunday reset’ when I make sure I’m all set for the week ahead.

JOSETTE

I plan to make more time for photography. First of all I need to read the books that are sitting waiting for me, then I’ll tackle an online course

JULIA

I’ve been making a list of the home improvement tasks I want to make sure happen before the end of the year. Next I want to plan out gardening projects.

Less pressure, more zen

We’re learning, often lead by the younger generations, to be kinder to ourselves and more realistic about the tasks and challenges we set ourselves at the start of the year. In such uncertain and worrying times, this year more than ever we’re avoiding putting ourselves under any unnecessary pressure.

MODERATE, SUSTAINABLE CHANGE
Making small changes, creating new habits, and building on what has already been achieved. Gone are the days of self-flagellation over failure to stick to resolutions, now we’re acknowledging any small improvement as success.
RE-BALANCING
It can be as much about slowing down or re-balancing as it is about accomplishing more or squeezing more in.
CREATING POSITIVITY
Creating things to look forward to or making time to do more of what you enjoy, rather than just setting targets and challenges.

JAMES

We’ve been attempting dry January for a few years and used to beat ourselves up when we inevitably failed. Now we accept that it settles us back into moderate drinking, which is success.

SUZANNA

I used to decide I needed to lose a stone or whatever but now I prefer gentler, smaller changes. This year my aim is to create the time and energy to simply enjoy playing with my three children.

My husband and I sit down and discuss the places we’d like to go and the things we want to do in the year ahead. It’s not a resolution in the old sense but it gives us things to look forward to.