Izzy Tooze, Senior Research Executive, on the consumer psychology associated with the start of a New Year and a review of which are the most popular resolutions (and why).
2025 is finally upon us, the New Year bringing with it not only fireworks and champagne, but a time for reflection on the time passed. What didn’t I do well last year? What could I change this year? How can I make the most of this fresh start ahead of me?
Those are the thoughts that run through my head, at least. The ‘New Year, New Me’ mentality is so inviting when you’re faced with a brand-new year, a milestone to hold yourself accountable to and reinvent a part of yourself. And I’m not the only one – according to YouGov, almost one third of Britons plan to make new year’s resolutions for 2025. (Over half, for 18–24-year-olds!).
Psychologically speaking, there is a real explanation as to why people feel so motivated by fresh starts. Life events such as birthdays, anniversaries, and particularly New Year act as ‘temporal landmarks’ that stand out against the monotonous passing of everyday life. These landmarks act as a point we can use to distance ourselves from past failures and set out on a new path to success.
One of the most popular New Year resolutions (that I’m sure we’ve all made, at least once!) is to get fitter and healthier. Overall, 39% of Britons have a health-related resolution in 2025. Our Mustard survey found that 23% of people want to improve their diet in the New Year, with YouGov reporting that 17% want to exercise more. A further 16% are aiming to lose weight. This is more likely for Gen X, of which 52% made health-related resolutions this year. With this comes a huge boost of gym subscription numbers – typically surging 25%-30% in January, making New Year one of the highest grossing commercial opportunities of the year. Not only that, but health-related brands (from plant-based foods, all the way to wearable tech) also see an increase in revenue – making January the perfect time to ramp up marketing and new-year deals.
This New Year also saw a large chunk of Briton’s aiming to save money, with 21% wanting to save more (or spend less) in 2025. This could be seen especially for Gen Z, who were the most likely to make finance-related resolutions (40%). Companies can be seen jumping on this emerging trend – Monzo are teasing the release of their 1p challenge, where users save very small amounts every day of the year, increasing slowly until they reach £667.95 at the end of the year. This was met with positive feedback on social media, gaining attention from those looking to be financially savvy. Companies offering financial planning methods, cashback, or monetary advice are likely to gain attention in the new year.
The New Year eagerness to fulfil a challenge brings a perfect opportunity for brands to boost their start of year engagement. Introductory offers, discounts, and sales around this time will likely see higher uptake (and be especially attractive to those looking to spend less!). Campaigns that tap onto the ‘New Year, New Me’ mindset will resonate with customers (e.g. gym classes named “21 days to a new you”). Additionally, offering incentives to help encourage and retain any new customers.
Despite the New Year surge of enthusiasm and positivity, YouGov found that by January 6th, one in five people had already given up on their new year’s resolution. Plus, our Mustard survey found that 16% don’t expect to stick to their diet-related resolutions! I’m still going strong with my New Year resolution – how are you getting on with yours?
Ref: https://yougov.co.uk/society/articles/51150-what-new-years-resolutions-are-britons-making-for-2025