September Resolutions – Insight Sherpas

THE EXAM QUESTION

A lot has been written about September as a time for fresh starts. People tend to find making changes and setting goals more natural at this time of year than they do in January. The bleakness of January isn’t conducive to depriving or pushing ourselves, but in September the end of Summer signals a desired return to order and a clean slate.

But in 2022 the end of Summer brings with it a host of worries: cost of living, climate change and global conflict. So, what impact does this have on our willingness to set goals, on the types of goals we’re setting, and on our likely ability to stick to them?

THE ANSWER

Concerns over the cost of living crisis, climate change and war, when added to the average person’s general list of September worries, have the potential to feel overwhelming. However, the clean slate that the end of Summer brings is so thoroughly ingrained that, even this year, September resolutions are very much business as usual. While worries over our financial futures (and for some global warming) are bubbling away, this year’s aims are grounded in what we can personally take control of right now:

PREPPING BODY & MIND FOR WHAT LIES AHEAD
Resolution: from losing weight to managing anxiety, there’s an urge to take better care of ourselves.
Barrier: we’re all revved up but finding the on-the-day motivation (to find the time, get the energy together…) is where people fear they’ll slip up (again).

FIERCELY PROTECTING ENJOYMENT
Resolution: everyday, basic spend is being cut and major changes are being postponed, but people are determined to prioritise getting out and having fun.
Barrier: financial guilt about spending on days/evenings out, activities and holidays is growing and threatens to reduce enjoyment.

THE APPROACH

We set 3 online tasks for 20 (middle income) FastQual ready respondents:
1) Quick fire response questions about their end of Summer state of mind and intentions
2) ‘The Psychiatrists Chair’ deep dive into their aims, hopes and fears
3) Their September resolutions

SO WHAT?

Right now, people are battling to seize control of their own lives. Selling people exercise equipment, healthy food and anything wellness related is likely to be successful (possibly more so than in January) but brands which focus their efforts on helping their customers stay on track with resolutions by helping them tackle the barriers will build stronger connections. So think in terms of what your brand could do to help them maintain day- to-day motivation and manage financial guilt.

Almost overwhelmed by worry

September is a time of change and, while this can be exciting, it also brings with it a bunch of worries. Will children settle into their new schools/uni, will it be possible to strike a balance between new job/study commitments and home/taking care of aging relatives/personal health issues? This September these individual concerns are added to by macro worries…

AN IMPENDING, LONG TERM, ECONOMIC CRISIS:
A constant nagging feeling that things are going to get tough soon and at the start of September this is compounded by the (usual) overspend of Summer. But this one can feel too big and ‘out of our hands’ and so adopting a “we’ll cope with it when it happens” strategy is currently common.
CRITICAL POINT FOR CLIMATE CHANGE:
Enjoying an unusually hot Summer has brought with it an awareness (at lower levels) of climate change being at a critical point.

LESLEY

There’s so much negative stuff going on, it almost feels apocalyptic. It’s hard to live in the present and not worry about the future but that’s what we all need to do.

KAREN

The small business I work for might not survive another financial crisis, my fussy daughter won’t eat well when she goes to uni, my aging in-laws are too far away... just so much.

VIKKI

We’ve had a fun Summer, we bought a holiday cabin, we went away to France, we bought bikes... but now we’re living pay check to pay check and that doesn’t feel great.

And yet September marks a fresh start

Even for those with the heaviest feelings of impending doom, September is so ingrained as a time of clean slates that it still brings with it a sense of optimism and renewed motivation. September resolutions abound and are focused on the same things as they always are.

TAKING CARE OF OURSELVES:
The most common goals focus on wellness, whether it’s getting bodies or minds into shape or simply enjoying life to the max.
GETTING OURSELVES (& OUR FAMILIES) ORGANISED:
September is a time for sorting out and tidying up and this is applied across home (organizing and DIY), jobs, and children. Financial resolutions are possibly at lower levels this year, perhaps because of the need to focus on what we have most control over.

GEMMA

I feel optimistic about September, it’s a chance to wipe the slate clean, have a clear out and do things again

AMY

I very much feel like September is a fresh start and always have felt like that ever since I was at school. It’s when I start things.

MEL

September is the time to tackle all the things I’ve been putting off getting my teeth into

September positivity is focused on:

In this period of economic, global and environmental threats, we are harnessing our September positivity and focusing resolutions on changing the things we have most personal control over right now.

PREPPING BODY & MIND

Getting into better shape is top of the list in September after relaxing and letting things slide over the Summer. Where once the focus was largely on losing weight, cutting back on alcohol, and exercising more, people are now just as likely to include mental health, stress reduction and sleep goals in their September resolutions.

A FOCUS ON PREPARING FOR WHAT’S AHEAD
Being in the best shape to cope with whatever life is about to throw at you: career moves, study, menopause, aging, the difficult times ahead (or just to fit into Christmas party outfits)
KEY BARRIER:
For most, these aren’t new objectives. They’ve tried and failed before and acknowledge that, while they’re revved up and raring to go right now, on a day-to-day basis their motivation levels will wane as they’re required to continually find the time and energy for new habits.

AMY

My September resolution is to lose weight, to start using the calorie counting app I’ve been ignoring and lose at least half a stone by Christmas

KAREN

I’m 53 and starting the menopause and my resolution is to take better care of myself, my mind and my body, and to learn how to adapt to their needs changing

DAVID

My September resolution is to finally learn how to not stress out over things that are outside of my control

September positivity is focused on:

FIERCELY PROTECTING ENJOYMENT

The financially difficult times ahead are going to require further sacrifices (and awareness of this is sky high), but people are just not ready to compromise on enjoying life. This is driven by both lockdown hangover and the longer-term experience culture trend.

PROTECTING SPEND
Financial coping strategies focus on two ends of the spectrum: cutting back on the everyday basics continues and bigger changes (e.g. house moves, retirement) are now being postponed. While there’s an acknowledgement that fun activities don’t need to cost anything, there’s still a determination to protect days out, gigs, cinema, travel…
KEY BARRIER:
Unnecessary spend is increasingly accompanied by creeping financial guilt which threatens to reduce enjoyment

JOHNNY

I’m worried about energy prices & lasting economic uncertainty, we’re going to postpone moving house because of interest rates, but I’m determined to not let it impinge on my kids’ childhood. And I still want to get out to gigs and comedy and the cinema.

GISELLA

I’ve been having more fun than I have in years, trying lots of new things, learning Italian, going out with friends, and my priority is to keep that going. I was hoping to fully retire this year but with the cost of living crisis I’m just going to have to keep working for longer to fund it all

SCOTT

We’ve got a lot of weekend activities and days out booked for the next couple of months and I’m going to keep doing all of that but I know I will worry about what we’re spending and I’ll be looking for ways to reduce the cost of extras like meals and souvenirs

OUR KEY RECOMMENDATION

Brands which allow people to seize control of their own lives by helping them stay on track with their resolutions will build stronger connections. Helping them cope with the key barriers will make brands feel relevant and helpful.

STOP LIFE GETTING IN THE WAY OF WELLNESS. Think about how your brand could help people maintain their motivation levels and how you could help healthier, more constructive habits slot more comfortably into their already overflowing lives.
ENABLE FINANCIALLY GUILT FREE FUN. For example, provide experiences & activities as rewards or suggest lower cost alternatives; help with ways to reduce additional expenses; position savings on everyday necessities as ways to afford treats and fun.