The importance of pre-empting consumer New Year’s resolutions 🎆
2021 is almost over, and we've got to say... that was weird.
We can't quite decide if it went by too fast or too slow. But then again, the last two years have kind of merged into one big chunk of "uncertain times".
It's no wonder, then, that more of us than ever before are eager to make 2022 the best year yet.
Usually, our hopes for the New Year are reflected in our resolutions, which themselves will impact our purchasing decisions - especially in January.
Here's why your target audience's resolutions are so important, and why pre-empting them is vital.
Let's get started!
What are Britain’s biggest new year goals?
According to research conducted by Statista, Britain’s five most popular New Year’s resolutions in 2019 were exercising more, losing weight, eating healthier, saving money, and taking up a new hobby.
And according to a recent November 2021 survey, our five most common New Year’s resolutions for 2022 are to exercise more, eat healthier, lose weight, spend more time with family/friends and live more economically.
While the pandemic has certainly impacted how we prioritise spending our time, with many of us looking forward to spending more of it with our loved ones in the New Year, there isn’t much change in our top 5 New Year’s resolutions between 2019 and 2022.
When observing our most popular goals, we can see that year after year there are three key themes on our minds – health, fitness, and finance – themes which are reflected in the purchasing decisions of a significant portion of Britons.
For brands operating within these three industries, there may never be a better time to meet new customers or clients than during the New Year.
Consider your target audience
In the first weeks of the New Year, gym subscriptions, credit card companies and healthy eating subscription services see a huge increase in both interest and purchases.
For these companies, marketers should prioritise understanding what their target audience is aiming towards.
While those of us with some of the previously mentioned resolutions on our lists might have different motivations or plans to see these goals through, what all of us have in common is that we see the New Year as an opportunity for growth.
During this period, competition is stiff as brands hope to catch consumers’ attention and be the brand that they decide to entrust with the New Year goals.
Ultimately, the brands that stand out amongst the sea of businesses will be ones that can show that they understand their target audience’s desire for growth and can demonstrate through their campaigns how they can help their customers go from A (their current, starting point) to B (their goal – such as financial security or a healthier lifestyle).
Unfortunately, only 24% of us will manage to keep all our New Year’s resolutions.
Encouraging your target audience to get excited about the journey is the key to attracting and keeping customers and clients in the New Year.
What are your New Year’s resolutions?
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To learn more about the Importance of Pre-Empting Consumer New Year’s Resolutions, get in contact today.
