Reaching resolution-makers with addressable New Year’s audiences

After making it through the Christmas season – feeling full, perhaps still sporting that festive jumper, and swearing you’ll never eat that much again – what’s the next thought that pops into your head? It’s likely something along the lines of “New Year, new me.” Consumers are gearing up to set their goals for the year ahead, whether that’s hitting the gym, eating healthier, or finally picking up that hobby they’ve been putting off.

For brands and agencies, this collective motivation presents a prime opportunity. Beyond health and wellness, this time of year often involves planning for the year ahead, whether it’s organising summer holidays or setting personal goals like meeting new people through social or dating apps. By aligning your campaigns with consumer health, wellness, and broader lifestyle aspirations, you can position your brand as a key enabler of these fresh starts, ensuring you’re right there as they take their first steps toward those resolutions.

The start of the year consistently sees a surge in interest in health, wellness, and fitness as people set goals related to exercise, healthier eating, and improved lifestyle habits. In the UK, this trend is reflected by the continued growth in gym memberships, now reaching 10.7 million members – an increase of 4.1% from 2023[1]. Additionally, many individuals commit to events like marathons, runs, and cycling rides, as a way to stay motivated and achieve their fitness goals. This renewed interest provides an ideal context for campaigns targeting wellness and fitness audiences. Brands can leverage this interest by focusing on products and services that directly support New Year’s resolutions.
 

Capitalising on the New Year wellness boom

Unlike the holiday rush, New Year’s campaigns often centre on digital-first strategies, with programmatic ads and PPC playing a pivotal role. While TV advertising typically dominates during the festive season, brands and agencies are now turning to more dynamic and personalised digital channels for New Year’s campaigns. This focus is driven by the need to capture intent-driven consumers actively seeking solutions that align with their New Year’s resolutions.

Digital audiences become critical in this context. Brands can leverage data-backed audience segments from Experian to engage consumers who are most likely to convert, based on behaviour, lifestyle interests, and purchasing intent. Programmatic advertising allows brands to reach these tailored audiences efficiently, ensuring that campaigns are delivered with precision and relevance.
 

How different demographics may approach resolution-setting

We know that consumer interest in health and wellness increases at the start of the year, with Millennials and Gen Z being especially motivated to improve their lifestyles. Millennials and Gen Z are especially motivated to improve their lifestyles, though their approaches can vary. Gen Z is more likely to embrace sustainable diets, such as veganism, and favour instant-impact solutions like fitness apps, while Millennials might focus on long-term goals, aided by wearable tech like smart watches. Both groups are digitally savvy and often respond well to personalised marketing, making them ideal targets for programmatic and PPC campaigns that leverage data-backed audiences.

Older demographics like Gen X and Boomers may also engage with wellness products, although their focus could lean more towards maintaining mobility and health. Gen X might prioritise balancing fitness with family and work, while Boomers could seek solutions for active aging. By using Experian’s audience data, brands can craft tailored messaging that resonates with these groups, ensuring their New Year’s campaigns effectively capture consumers across different life stages.
 

Winning share of voice with precise audience targeting in a crowded market

Enhancing your share of voice requires not only understanding your audience but consistently reaching them across multiple channels. By leveraging accurate and compliant consumer data, you can amplify your advertising impact.

Experian’s comprehensive audience solutions are designed to help you stand out, make informed decisions, and deliver effective campaigns that reach the right consumers at the right time.

Gain a market edge
Knowing how you are performing against your competitors is key to capturing additional share of voice. Our advanced analytics tools provide deep consumer insights, helping you identify opportunities and craft strategies that position you ahead of the competition in your campaign planning.

Pre-curated audiences for maximum impact
Our syndicated audiences, specially curated for key retail periods like New Year sales, allow you to easily target consumers with messaging that resonates. Whether it’s intent-based audiences who have a history of shopping at specific retailers or interest-based groups more likely to purchase during the New Year, you can align your media plans for optimal reach.

• Explore our New Year’s resolutions audience guide to discover pre-selected audiences that fit your campaign goals.

Enhance targeting precision
By tapping into Experian’s consumer intelligence, including spend and mobility insight, you gain a deeper understanding of where your best customers are. Identify high-spend regions or neighbourhoods and deliver tailored campaigns offering exclusive deals or products that speak to these audiences, ensuring you capture their attention when it matters most.

How can we help?

Check out our latest Syndicated Audiences guide to explore how Experian can enhance your marketing strategies with our syndicated audiences for the New Year period.