Activating New Year’s Resolutions: Harnessing the Power of Intent to Engage Motivated Consumers
As the clock strikes midnight on December 31st, millions of people around the world make promises to themselves for a better year ahead. Among these hopefuls, 38% aim to eat healthier, 36% plan to exercise more, 29% want to shed some pounds, and 28% intend to catch more Z's. These resolutions are more than just fleeting thoughts; they represent a collective commitment to self-improvement and well-being. For marketers, this is a golden opportunity to connect with a highly motivated audience.
New Year's resolutions are like a beacon of hope, guiding individuals towards their goals. This makes resolution-makers an ideal target for advertising campaigns. For example, 28% of adults aim to reduce debt and save more, while 25% prioritize their mental health. These aspirations suggest a readiness to invest in products and services that support these goals, from budgeting apps to mindfulness programs. Imagine the impact of a well-timed ad for a financial planning tool just as someone is setting their resolution to save more money.
Gender differences in resolutions offer further insights for tailored marketing strategies. Women are particularly focused on health, with 43% aiming to eat healthier and 41% planning to exercise more. Men, meanwhile, show a notable interest in financial goals, with 26% aiming to reduce debt and save more. By understanding these trends, marketers can create campaigns that speak directly to the unique motivations of each gender. Picture a fitness brand launching a campaign that highlights the benefits of exercise for women, while a financial service targets men with tips on saving and investing.
Generational perspectives add another layer of depth to these insights. Gen Z, for instance, places a high value on mental health, with 29% prioritizing it, while Millennials are keen on getting more sleep (31%) and exercising more (38%). Gen X and Boomers, on the other hand, show a strong focus on health and financial stability. These generational nuances allow marketers to segment their audience more precisely and deliver messages that resonate with each group's unique priorities. Imagine a wellness brand creating content that addresses the mental health needs of Gen Z, while a financial advisor offers retirement planning tips to Boomers.
Despite the differences, the common thread is clear: people making New Year's resolutions are actively seeking ways to enhance their lives. This makes them a highly receptive audience for products and services that promise to help them achieve their goals. Whether it's through health and wellness products, financial planning services, or educational tools, targeting this motivated group can lead to higher engagement and conversion rates. Think of the potential for a campaign that not only captures attention but also inspires action and drives meaningful results.
Leveraging resolution insights for activation
Individuals who make New Year's resolutions represent a strong target for activation in advertising campaigns. Their commitment to self-improvement and readiness to invest in products and services that support their goals make them an ideal audience. By leveraging the insights from their resolutions, marketers can craft compelling campaigns that not only capture attention but also drive meaningful engagement and results.
Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach New Years Resolution Makers. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audiences via the DMP, DSP, SSP, MVPD, or programmer of your choice.
So, as the New Year approaches, let's raise a toast to new beginnings and the endless possibilities they bring for both consumers and marketers alike.
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Source: 2024 Q4 Trending Topics Study (SU24 USA).
