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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The Newsfeed

Quote of the Day: “New wedding traditions I’ve noticed are the return of the wedding band (not just DJ), and weekend activities even if the wedding isn't a destination.”—Female, 30, DC

The election inspired Millennials to start reading (some) major newspapers again. According to a Pew Research Center study, 44% of 18-49-year-olds received their election news from The New York Times, 37% received it from The Washington Post, and 27% went to The Wall Street Journal—compared to 23%, 19%, and 15% of those 50 and older respectively. Local newspapers did not get as much love from the younger generation, with only 23% turning to them compared to 67% of older consumers. (Fortune)

How did Vans get on every “cool kid’s radar?” They have their exclusive Vault line to thank. In the early 2000s, the shoe line was struggling to reach young consumers with their classic styles, so they were reimagined with collaborator-inspired designs and sold in limited quantities at higher price points in partner stores only. The strategy was “a marketing exercise for boosting energy and brand affinity,” and helped bring the brand to international levels, most likely driving a 7% increase last quarter. (Glossy

PepsiCo reports that almost half of its revenue now comes from healthy foods. With young consumers not drinking sweet carbonated beverages the way they used to, the brand pledged to cut calories from their sugary drinks but has been moving at a “glacial pace.” Almost half of their revenue is now coming from their “guilt-free” product category, like Baked Lay’s and Naked juices, 25% from “everyday nutrition” like water and healthier snacks, and the brand is admitting soda is “becoming a smaller part of” their future. (Grub Street

An app bringing tech to pre-K just secured $10 million in venture funding. Brightwheel helps pre-K teachers and daycare providers manage their business, while updating parents on their child’s status throughout the day with photos and messages. Along with premium access, it is available for free with limited features which the founder hopes would appeal to lower income communities: “Something like 85% of brain development happens in the first 3 years of life…Access to good pre-K care is low in the US, we’re ranked 26th globally. And we think tech can help to change that.” (TechCrunch

Over nine in ten of Millennials say the post-grad job hunt was difficult. The insight from a recent Job Applicator Center study reflects employers’ tendency to hire skilled workers for entry-level positions while overlooking recent graduates. The study also found that 18-34-year-olds have already had 2.7 jobs on average and 41% only plan to be at their current job for two years or less—most likely because they are looking for employers who invest in them beyond just salaries and benefit packages. (Job Application Center

Quote of the Day: “I want my wedding to be authentic, joyful and audacious.”—Female, 30, NE

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