New Year's Resolutions and Shedding the Weight of 2020

The beginning of vaccine distribution aligning with the start of a new year is helping reinject at least a little optimism for us personally and collectively I don39t know about you but news coverage and my social feeds feel tangibly more hopeful this past week or two and I see many people continuing the annual tradition of closing out 2020 with setting intentions and aspirations for the new yearAs we transition from 2020 to 2021 we39re seeing slightly more Americans planning to make New Year39s resolutions This is driven by significant increases in resolutionmaking among Women and Boomers Since we see no real change among men or younger generations presumably Boomer Women are the largest group adopting resolutions at a higher rate this year something to note if they39re your target audienceIn terms of what people are resolving to do to no surprise exercising more continues to rank No 1 Saving more money has fallen from No 2 to No 3 while losing weight has increased significantly to take the No 2 spotI guess the quotquarantine 15quot really is the new quotfreshman 15quotThis year39s increase in weight loss aspirations is driven predominantly by Men 57 Millennials 32 and Gen X 36 Men and younger generations had focused last year on exercise over losing weight whereas Women and Boomers had a dual goal of exercise and weight loss last year that carried into this year as wellInterestingly most other resolutions are down Fewer people are aspiring to spend more time with family perhaps working from home remote schooling and the cancelling of most nonfamily social engagements has already given us the extra time with family that we previously wanted Learning a new skill or taking up a new hobby is down significantly perhaps we have already accomplished it this year as we filled the time we previously spent out and about or is the burnout real and we39re so overwhelmed with increased cooking childcare etc that we simply can39t imagine adding anything else right now Drinking less alcohol while not a dominant resolution has nearly fallen off the leaderboard limitations on onpremises consumption and social gatherings likely helped people accomplish this goalAs marketers think about what consumers want for themselves in 2021 I suppose we shouldn39t be surprised that amidst a global pandemic the basics of health and wellness loom largest on consumers39 minds Being largely homebound for the better part of the past year had reduced our activity levels and changed our eating habits and brands who can deliver on exercise and weight loss have an opportunity to lean into new year39s resolutions and help consumers accomplish their exercise and weight loss goalsquotNew year new youquot messaging around making time for family and starting new hobbies should perhaps wait until vaccine distribution ramps up and allows us to resume something more like our prepandemic lifestyle It seems like we39re back to basics for now focusing first on improving the health of our bodiesIt39s a challenging time for marketers but uptodate data is available and helps a lot Contact me if you39re interested in seeing this data and more broken out for your specific target audiences brands etc I39m here to strategize and helpClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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New Year's Resolutions and Shedding the Weight of 2020

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Tamara Alesi

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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New Year's Resolutions and Shedding the Weight of 2020

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Tamara Alesi

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