The New Year’s Resolution Over Half of Young Consumers Have This Year

We asked 1000 13-34-year-olds to tell us their 2017 New Year’s resolutions to find the most common personal goals they have this year…

‘Tis the season for resolutions—and according to Ypulse’s most recent monthly survey of young consumers, 61% of 13-34-year-olds have a New Year’s resolution this year. Males and females are equally likely to have a resolution—and interestingly 18-20-year-olds are the most likely to say they will have one. Non-Millennials have plenty of advice for the generation, suggesting resolutions like investing and purge social media friends. BuzzFeed is ready with posts like suggesting resolutions based on readers’ star signs. (Yes, seriously.) Model Millennial Mark Zuckerburg’s resolution is to “have visited and met people in every state in the U.S. by the end of the year”—a lofty ambition the average young person wouldn’t likely have in mind. But we know what young consumers are resolving to do this year—and even if it’s something they’ll break in the next month, their resolutions show a lot about their values. We asked 1000 13-34-year-olds to tell us what their New Year resolution is as both an open end and close end questions. When we asked them their resolutions as an open-end question, the most-mentioned resolutions were: losing weight, working out, eating better, and being healthy. The majority of respondents listed many things as their resolution. One 16-year-old female listed: “Staying in shape, Keeping up French lessons, Continue playing piano, Save money for car, college, and travel,” and a 25-year-old male listed, “To not forget anyone's birthday, Lose weight and get toned.” Then, to get a more clear view of what they’re hoping to achieve, we asked what category their resolution best fits into. Here’s what we found over half of young consumers are…

 
 

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More Millennials are asking for cash wedding registries, and it’s bad news for stores like Bed Bath & Beyond and Williams Sonoma. Increasingly, young couples are asking guests to contribute towards their nest egg, travel, or anything they feel like buying themselves. Companies like Zola and Honeypot have boomed in popularity, offering a personalized platform for their cash registries. However, their success with wedding registries is taking “a key customer acquisition tool” away from home décor stores. (Insider)

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Netflix is switching its strategy, putting less money into “prestige films” for the Post-TV Gen. Instead, they’re churning out more direct-to-video releases. Last year, they bought ten titles at Sundance while this year they had none. While they continue to create original content like the recent The Cloverfield Paradox, they’re betting on less-than-award-worthy films to maintain their hold on Millennial viewers. (The Atlantic)

“Basically if I found out any brand was supporting causes I do not support and actively oppose, I will avoid buying their products.”—Female, 27, CA

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