Realistic resolutions
A new year often brings about a sense of optimism - but also endless articles and ads on everything from the top New Year resolutions to try to the best zero-alcohol cocktails to make for Dry January. This repetitive cycle sees many set resolutions and struggle to stick to them, with only 9% of people sticking to their resolutions all year long. However, we’re seeing a shift with some people forgoing the concept of New Year's Resolutions altogether. A survey conducted by OnePoll found fifty-five percent of Americans believe that the concept of New Year’s resolutions is outdated while just four in 10 Brits plan to set New Year's resolutions for 2024. With ongoing conflicts in Gaza and Ukraine to the continued impact of the cost of living crisis (which is expected to continue until the end of 2024) the idea of focusing on New Year's resolutions is waning with people ditching the yearly tradition in favour of small, realistic steps to create change that isn’t centred around the tradition and can fit within their day-to-day lives amid the difficulties society is facing.
As noted in our Being+ macro behaviour: “People are seeking small, low-barrier changes that can help them feel better without adding to the work they already do.” Brands can tap into consumers' desires to better their lifestyles and steer away from big annual resolutions to small incremental moments that can create a big change. Insurance firm Helan aims to help parents prevent muscle loss by providing adapted park benches in playgrounds that engage the body while Bettering's luxe gummies offer a healthier, more natural edible for health-conscious edible lovers.
