Studies on new years resolutioners9/9/2023 ![]() ![]() This is part of a revenge travel trend we’ve been keeping an eye on in the post-pandemic world. Traveling more (+16%) and saving money (+16%) are the biggest trends, a tricky balancing act if ever there was one. If you want a sign of how hard consumer behavior is to predict right now, look no further than the New Year’s resolutions growing most since last year. To keep them on board, the focus should be on helping consumers make goals that are realistic and attainable. Various health-focused food and drink brands take advantage of the buzz surrounding New Year’s resolutions, and finance companies should also be highlighting their saving tools at a time when optimism is at its highest. ![]() The figures are striking – the number of consumers who say their personal finances will worsen in the next six months has grown in nearly 80% of our tracked markets over the last year, more than doubling in 10 European markets. The fact saving money was a struggle may not come as much of a surprise given the rollercoaster of a year that was 2022. It’s goals like losing weight, doing more physical activity, starting a new job, or saving money that require more effort. It’s a similar story for eating fewer animal products consumers are increasingly keen to make good swaps, so these kinds of resolutions are often more of a reminder to kick a bad habit than a big lifestyle change. Since Q3 2021, the number of consumers drinking alcohol more than once a week declined in nearly 60% of our tracked markets, with the biggest drops seen in Denmark (-18%), Turkey (-18%), Greece (-15%), and Romania (-12%). Some of these goals reflect a more general push toward adopting healthier habits. The least successful resolution? Saving more money. In 2022, consumers were most likely to achieve resolutions like watching less TV, eating fewer animal products, volunteering, and drinking less alcohol.īy comparison, losing weight and starting a new job or career didn’t fare so well. Our data also highlights which resolutions consumers need additional support with. 23% achieved all or a good amount, while 65% achieved some or very few. Nearly 9 in 10 achieved their resolutions to varying degrees. Research by Duoingo shows many Brits give up on their resolutions in January, but here’s the lowdown on how people did across 2022. They’re clearly an important tradition or source of inspiration for lots of consumers. More importantly, there’s been a 22% rise in people saying they don’t usually make resolutions but will in 2023, and a 45% drop in those saying they never make them.Įven though people poke fun at resolutions – the January 1st gym memes being a classic example – brands should still take notice. Over two thirds of consumers say they’re making resolutions this coming year. And across 9 markets, we’ve seen a significant rise in the number planning to take part in 2023. Though resolution making took a bit of a dip in 2021 in the US and UK, it’s climbing back up again. ![]()
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