Industry Insights
by: Lois Fearne
Dec 05, 2023
4 min read

Looking ahead to 2024…

As we stand on the brink of 2024, there’s one word on everyone’s lips – resolutions…

As we stand on the brink of 2024, there’s one word on everyone’s lips – resolutions!

But before we dive headfirst into the upcoming year’s goals, let’s take a quick Pulse check to see how the 2023 resolutions are holding up… 

Most (65%) Brits chose to opt out of the resolutions. However, 35% embraced the challenge with open arms, and fast forward to December, 16% stand victorious in pursuing their goals, and here are the resolutions they’re winning at: 

🀸 Health & Fitness: Weight loss, exercise routines, dietary changes, and overall wellness.

⭐ Personal Development: Pursuing education, learning new skills, and individual goals.

πŸ’° Financial Responsibility: Saving money, avoiding unnecessary splurges, and side hustling.

πŸ‘ͺ Family and Relationships: Spending quality time with loved ones and engaging in more family activities.

😊 Positive Mindset: Staying positive despite life’s curveballs.

And the secret of their success nearly 365 days in? 

🌟 51% –  Unstoppable willpower

πŸ“ˆ 36%- Tracking and goal-setting

πŸ’– 38% – Focusing on self-care

But what about the 19% who detoured off the resolution track?

Despite their best intentions, life got in the way, with weight loss (35%), financial resolutions (30%), and lifestyle changes (23%) turning out to be the most ‘challenging’ resolutions. And the culprits behind the detour? A cost of living crisis, with 40% citing financial struggles as the trigger for calling it quits on their goals, followed by the relentless challenge of time management (33%). 

Now, let’s peek into 2024. What are Pulsers challenging themselves to?

41% of Brits are primed and ready to launch into the fresh year with resolutions. That’s a slight uptick from the 35% who took on the challenge in 2023. So, what is going to be stealing the spotlight?

🀸 Health & Fitness: Less emphasis on the numbers on the scale and more on overall physical well-being through exercise and a nourishing diet. After all, it’s not just about shedding pounds; it’s about feeling great inside and out. 

πŸ’– Self-Love & Mental Health: Pulsers want to commit to putting themselves first, showing kindness to the person in the mirror, and creating a sanctuary of well-being in their homes. 

πŸ’° Financial Goals: Saving money, making smart investments, and tackling debts head-on are the financial ambitions that Pulsers hope will see them through the economic challenges of 2024.

πŸ’» Career & Personal Development: Pulsers are setting their sights on enhancing personal skills, boosting career prospects, and even diving into educational courses to carve out a brighter future.

And if your brand aligns with the top aspirations of the upcoming years, here’s what you could pay attention to win your customers over (… even more):

A dash of gamified motivation
At OnePulse, we know the power of gamification, and we’ve got a simple concept on our mobile app: the more you Pulse, the more you earn per paid Pulse. And 30% of resolution enthusiasts crave this kind of motivation, so consider integrating gamified elements into your brand (e.g. fitness trackers and apps challenging them with weekly or monthly goals).

Their resolutions, your brand
As January kicks off with Dry January, 25% hope brands will make more effort to align closely with their resolutions. Think about things like supermarkets and pubs/bars promoting non-alcoholic alternatives over the real stuff. 

Fueling their fire with words 
Email campaigns packed with friendly reminders of their goals will be appreciated. And why sprinkle their social feeds with inspiring posts motivating them to conquer their goals? This way, your brand becomes not just a product but a source of inspiration in daily life.

Making a difference amid a crisis 
Amid a cost of living crisis, 10% yearn for mindful marketing. Move beyond flashy campaigns and showcase your brand’s social responsibility. Demonstrate actions that genuinely matter, contributing to the greater good. 

But a word of caution! 1 in 5 would prefer brands to stay clear of their resolutions. For them, resolutions are about self-reliance, and brands should focus on delivering quality products rather than meddling in personal goals.

Why wait to hear what your customer is thinking?