Capturing New Year’s Resolution Consumers: Trends and Strategies for 2025
Every new year marks a fresh start, and for millions of consumers, it’s a time to set goals and make resolutions. Globally, 71% of consumers commit to new habits, with industries tied to these goals seeing a surge in demand. In the U.S. alone, billions of dollars are spent annually on products and services related to fitness, financial wellness, and personal development during the New Year period. This presents a golden opportunity for advertisers and marketers to align their strategies with the aspirations of resolution-makers.
In this blog, we’ll dive into the key trends shaping 2025’s New Year’s resolutions, explore generational differences in how people set goals, and share actionable strategies for brands to connect with motivated consumers during this pivotal time.
Trend Breakdown: What’s Driving 2025 Resolutions?
Consumer resolutions for 2025 reflect a shift toward sustainability, moderation, and well-being. These trends are not just shaping personal goals—they’re influencing purchasing behaviors and opening new avenues for advertisers.
Building Habits Over Setting Goals
More consumers are moving away from rigid resolutions in favor of habit-building. Instead of setting a single lofty goal, people are focusing on consistent actions that lead to lasting change. For example, rather than committing to “lose 20 pounds,” individuals are focusing on walking daily or incorporating healthier substitutes into meals.
For advertisers, identifying audiences engaged with habit-related content or apps, such as habit trackers or wellness blogs, opens an opportunity to connect with this audience. Ads that highlight products as essential tools for consistency—like fitness gear or organizational planners—can drive engagement. Contextual targeting on lifestyle and self-improvement sites further ensures ads resonate with habit-focused consumers.
Financial Wellness Takes Center Stage
Financial health continues to dominate resolution lists, with saving money and budgeting remaining top priorities. Many consumers adopt a “second chance” mindset, revisiting their financial goals mid-year to account for life’s unpredictability.
Economic uncertainties and rising living costs have further cemented financial wellness as a focus. For advertisers, campaigns can target audiences based on life-stage or behavioral data, like searching for financial planning tools or spending trends. Dynamic creatives can feature personalized offers, such as discounts on financial tools or educational content, appealing to budget-conscious consumers. Retargeting those who browse related content or abandon cart experiences can also keep your brand top-of-mind.
A Balanced Approach to Health
While health and fitness remain key areas, strict approaches are falling out of favor. Movements like “Damp January,” which promotes reducing alcohol consumption rather than complete abstinence, highlight a preference for balance. Consumers are embracing gradual progress over rigid, all-or-nothing strategies.
Advertisers can geotarget health-conscious consumers with localized wellness offers or content. Contextual placements on health blogs or recipe sites can align campaigns with consumer intent. Highlighting flexible products, such as adjustable fitness programs or wearable tech, reinforces the theme of approachable health improvements.
Generational Nuances in Goal-Setting
Generational differences influence how resolutions are set and what motivates consumers to act. Understanding these nuances can help advertisers create campaigns that resonate on a deeper level. Let’s look at some key demographics shaping resolutions in the upcoming year.
Younger Adults (18–34): Tech-Savvy and Trend-Driven
Younger adults are the most likely to set resolutions, with 59% actively participating. Their goals often focus on self-improvement, career advancement, and social connections. As a highly digital audience, they are more likely to engage with visually dynamic and interactive content.
For advertisers, consider using strategies that include video or interactive display ads to appeal to this audience. Think about how behavioral data, such as app downloads or searches for self-improvement tools, can guide more targeted and relevant messaging.
Older Adults (55+): Practical and Focused on Stability
Only 19% of older adults set resolutions, but those who do tend to prioritize financial security and health maintenance. This group values practicality and dependability, making clear and informative messaging especially effective.
Consider reaching this audience with display ads on trusted news or lifestyle sites. Think about how contextual targeting related to topics like retirement planning or simplified health solutions could align your ads with their interests.
Parents with Children at Home: Family-Oriented and Goal-Driven
Parents with children at home are significantly more likely to set resolutions (54%) compared to non-parents (33%). Their goals often aim to improve family life, whether through better budgeting, healthier habits, or self-care.
For advertisers, think about how life-stage targeting can help connect with this group. Consider creative strategies that highlight how your products or services fit seamlessly into busy family routines, such as health subscriptions, flexible fitness plans, or financial tools for families.
Strategic Recommendations to Engage Resolution Makers
Reaching consumers during the New Year’s resolution season requires thoughtful, data-driven strategies that align with their evolving priorities and behaviors. By leveraging programmatic advertising tactics, brands can create campaigns that are timely, relevant, and impactful. Below are two approaches to consider, and for a comprehensive guide to reaching resolution-focused audiences, download our full guide for additional insights and strategies.
Leverage Contextual and Behavioral Targeting
Understanding where consumers are spending their time and what content they’re engaging with is key to crafting impactful campaigns. Contextual targeting allows you to place ads on sites or apps aligned with resolution-related content, such as budgeting blogs, fitness platforms, or wellness articles. Behavioral targeting goes a step further by using data like browsing history or app activity to identify users actively researching or acting on their resolutions.
Consider campaigns that dynamically adjust ad content to align with a consumer’s activity. For example, ads promoting fitness subscriptions could appear on health-related articles, while budgeting tools could target users browsing financial planning resources. This ensures your ads meet consumers where they are in their resolution journey.
Drive Engagement with Dynamic Creative Optimization
Dynamic creative optimization (DCO) allows advertisers to tailor ad content in real time, ensuring messaging resonates with individual users. For example, brands can create personalized campaigns that promote health products, financial tools, or wellness services based on user demographics or behavior. A consumer searching for fitness gear might see an ad highlighting workout equipment bundles, while someone exploring meal planning tips could be shown a subscription for healthy meal kits.
By leveraging DCO, you can deliver the right message at the right time, boosting relevance and engagement. This strategy works particularly well during the high-intent New Year season, when consumers are actively seeking solutions to support their goals.
Aligning with Consumer Goals in 2025
The New Year is a time of opportunity for advertisers to connect with highly motivated, goal-oriented consumers. By understanding the trends driving 2025’s resolutions and tailoring programmatic strategies to align with generational differences and evolving priorities, brands can craft campaigns that resonate deeply and deliver measurable results.
To learn more about these trends, actionable strategies, and how to effectively engage resolution-driven audiences, download our full guide. Inside, you’ll find additional recommendations and a detailed case study that demonstrates how one brand successfully captured New Year’s resolution shoppers.
Partner with us to turn consumer aspirations into impactful advertising outcomes and make this New Year your most successful yet.