Refresh your brand strategy through New Year’s resolutions

The most popular New Year’s resolutions for 2025

Saving money is the most popular New Year’s resolution for 2025, with 42% of survey respondents citing it as their goal. This is closely followed by exercising (40%) and eating more healthily (37%).

All of these resolutions could be considered long-term lifestyle changes and might involve substantial changes in buying behaviour. Exercise goals often involve new gym memberships and athletic wear, and a change in diet suggests a shift in grocery shopping habits. Even the goal of saving money will likely make consumers more discerning about where they choose to splash their cash, and on what. The 28% of Brits who named weight loss as their main goal could be looking at a combination of all three behavioural changes. Even one in ten Brits (11%) who want to cut down on the amount of alcohol they drink might find themselves experimenting with different 0% alcohol brands.

For one in five Brits, improving their emotional well-being is their 2025 resolution. While this isn’t necessarily a change that needs to be accompanied by any form of spending, for some it can be the boost they need to start investing in products and brands that better support their needs. 

Only 7% of respondents claimed not to have made any New Year’s resolutions for 2025, suggesting that most of the population will be looking to make some changes as the year gets underway. And those changes represent opportunities for brand advertising and seasonal marketing.

Does age play a factor in New Year’s resolutions?

Looking at the data, it’s clear that resolutions are prioritised differently across age groups. It’s no surprise that financial resolutions are front-of-mind as the cost of living crisis continues to impact consumers, and it’s the younger generations leading the charge with money-saving goals. As the ages climb, saving money becomes less common among resolution-makers, with high numbers of 18-24-year-olds (60%) and 25-34-year-olds (54%) citing it as their key goal, compared to only 26% of those aged 65 and over. 

However, when it comes to weight loss as a resolution, these two youngest demographics are the least interested of all. This could be because the younger generation tends to prioritise emotional well-being and adventure compared to their older counterparts - both things that can lead to living large, in more ways than one. Only 9% of 45-54-year-olds are interested in trying new things and adventures as a goal for 2025, compared to over a quarter of 18-24-year-olds (26%).

How often do people stick to New Year’s resolutions?

When asked how often they persist with their New Year’s resolutions, the largest portion of respondents said that they only sometimes stayed on track (41%). This could be an opportunity for brands to provide the encouragement people need to achieve their goals, connecting them to the products that can make their resolutions easier. Interestingly, men are slightly more likely to stick to their resolutions (10%) than women (6%). 

New year, new brands?

For Out of Home (OOH) advertising, and retail advertising in general, having a New Year’s strategy in place can be a case of striking while the iron is hot. The majority of survey respondents (64%) claimed that they would definitely be up for trying new brands or using a combination of new and familiar brands in 2025. Once again, this applies to men (19%) slightly more than to women (10%).

Continuing their tendency to be more keen on stepping outside their comfort zone, Gen Z shopping habits suggest that the younger generation is more likely to experiment with new brands than their older counterparts, making them a lucrative target for marketers. Nearly a quarter of 25-34-year-olds (24%) claim to want to try new brands - the highest percentage of any age group.

When are people most likely to try new products and brands?

One in five Brits will look to try new products and brands at the beginning of the year, marking it as an important season on the brand advertising calendar. Similarly, 22% of Brits will use different annual occasions as a reason to experiment with the products they buy. What are the best ways to reach these potential shoppers? Nearly a quarter of consumers (23%) are more inclined to try a new brand after being repeatedly exposed to advertising - particularly Millennials and younger; those aged 18-24  (27%), 25-34 (31%), and 35-44 (25%). This suggests that advertising formats that can catch their eye in the places where they spend a lot of time can be particularly fruitful. OOH advertising such as digital displays in busy locations can help to command their attention.

Speaking of attention, going viral is a godsend for any product or brand. Nearly a third (28%) of 24-35-year-olds will try a new product or brand simply because it has gone viral - more than any other age group. Comparing this to the fact that only 9% of those age 45 and over feel the same way demonstrates how age, and how age groups relate to brands and products online, can influence consumer buying behaviour.

Top five reasons for trying new products/brands

When looking at the specific reasons people have for branching out into new products and brands, it’s important to note that they’re not standalone causes, but interconnected thoughts. For example, having a good brand reputation can come from earning positive reviews, providing superior quality to competitors, and keeping customers satisfied with your offerings. By focusing on advertising the work done to garner a positive brand reputation (e.g. being responsive to customer feedback and ensuring high-quality products), brands can tick many of the boxes required to get customers to switch to their products.

The products people are most likely to try from a different brand in 2025

When it comes to the products for which people are more likely to deviate from their norms, everyday essentials top the list. Food (47%), clothing (35%) and household items (31%) are all products that consumers are willing to take the plunge with and try something new - probably because these products offer the chance for low-risk, high-reward, and instant gratification. Advertising in high-traffic, everyday locations where these products can be found (such as supermarkets) can help to influence purchasing decisions directly at the point of purchase.

Because nearly a third of Brits visit their supermarket of choice two to three times a week, the previously-mentioned stat of how likely Brits are to be influenced by repeated exposure to advertising,  makes them a prime location for influencing buying decisions at the point of purchase. Advertising within supermarkets allows consumers to take the path of least resistance when trying something new; the products are literally at their fingertips, and they don’t have to go out of their way to try them.

Products people expect to spend more on in 2025 vs 2024

Unsurprisingly, food is also the number one product that people are expecting to spend more on in 2025 compared to 2024. A lot of factors contribute towards this, not least of which is that food is a necessity. No matter how the prices rise, there will always be a demand for it, and it is something that people don’t have a choice in paying for. Therefore, grocery shopping, and the way that brands choose to advertise themselves within supermarkets, present opportunities for brands to connect with potential buyers by understanding their pain points.

One in five Brits (20%) are determined to not increase their spending on any products in 2025. This might result in a shift in consumer buying behaviour as shoppers seek to stick to their budgets despite the rising prices, potentially driving them away from familiar brands and into new territory to secure their essentials.

The types of products people expect to spend more on in 2025 by age

What’s considered essential, and therefore something people are ready and willing to spend more money on, varies by age group. 18-24-year-olds (41%) are more likely to increase their spending on clothing than other generations - potentially because this younger generation is more likely to be living at home, or with roommates, reducing their spending on communal household items and food. Similarly, one in five (19%) of 18-24-year-olds plan to increase their spending on toiletries and cosmetics - also considered individual purchases, unaffected by their living circumstances.

As mentioned in the stats above, younger generations are also more likely to be influenced by advertising and viral products; they’re more on-trend and more likely to be tempted to part with their money in the name of riding the wave of the latest hot products.

Which annual occasions get Brits spending the most?

Certain times of year will always get Brits splashing their cash more than others. Christmas is the obvious answer, with 80% of respondents citing this as the annual occasion that sees the most of their money. The drop after this is steep - with the next most popular occasion being Valentine’s Day (17%) and Black Friday (16%), though the latter can sometimes be considered a precursor to Christmas.

Even using the best seasonal marketing for other occasions isn’t likely to unseat Christmas from the top spot - but, some demographics are more likely than others to part with their cash at this time of year. This suggests nuances to exactly who you should be advertising to.

How does this vary by age?

Older generations spend more money at Christmas than younger generations. This isn’t necessarily surprising - parents and grandparents are responsible for buying presents for even their adult children - but it does present opportunities. Because young people are more likely to spend money on Black Friday and Valentine’s Day, brands could benefit from tailoring their seasonal marketing strategies for these dates towards Gen Z shopping habits.

How brands can leverage New Year’s resolutions for marketing

A fresh approach at the start of a new year can be just as beneficial to brands as to individuals. Subscription models, resolution-themed promotions, and inspirational campaigns can help consumers pursue their New Year’s resolutions confidently, and encourage them to trust in your brand. 

Shaking things up with the advertising formats you use is a guaranteed way to catch the attention of your potential buyers. At a time of year when people will be out and about, seizing the day, looking to achieve their goals, OOH advertising can put your brand in their sights and at the forefront of their minds.

To find out more about how OOH advertising can give you the best start to your year, get in touch today.