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
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
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 our January FastQual series…
NEW YEAR RESOLUTIONS:
3 THINGS BRANDS NEED TO DO
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.
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.
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.