The Cost of a New Year’s Resolution
With New Year’s Day come and gone, your resolution is soon to be out the door too, but that’s not necessarily your fault. A staggering survey done by US News states that approximately ⅘ of Americans will break their New Year’s resolution in just 30 days or less. While this might seem like a testament to the waning willpower of the everyday citizen, the root of the issue is actually in the creation of a resolution in itself, and the biggest names across the industries have figured it out. Here’s how social media and its influencers have nailed maximizing their profit on your new year’s wish for wellness.
1. Content Craze
For the biggest digital stars and companies, resolution content comes far before most of us even begin thinking about the holidays altogether. Starting as early as November, there’s a huge influx of resolution-based content being released, alongside critically-timed promotions from our favorite brands, soliciting our unconscious minds to dub the new year, “our year”. With hashtags like #newyearnewme resurging like clockwork, plus additional content about “holiday weight gain” and the financial strain the holidays can put on your wallet, it’s no wonder that over 90% of Americans have resolutory goals surrounding physical fitness and fiscal health. This is exactly what is expected of us from the biggest content creators. With our minds firmly fixed on mostly unrealistic end goals, these brands know that we are actively seeking resolution related solutions, tools and “quick fixes”, making it that much easier to convince us to buy.
2. “I did it, and so can you”
The next part of the resolution marketing trifecta is something of an “average Joe” persuasion strategy. Wellness blogs, financial youtube channels, and fitness Instagrams alike rack up hundreds of thousands of clicks and views for content on how they achieved your goals, as a regular person. While the premise might seem fully factual, we seem to forget that these blogs, videos, and posts are people’s livelihoods. The creators of these “weight loss transformations” or “massive debt reductions” usually have teams of researchers, advisors, nutritionists, trainers and other support staff that the majority of consumers don’t have access to because creating content is their job. Often times, these influencers will hinge their successes on one app, one fitness program or one product, getting paid sponsorships from these companies to advertise these brands. It’s mutually beneficial; the influencers get views, leading to sponsorships, and the companies get an increase in sales. It’s a win-win for everyone but you, the consumer.
3. Not for Me
This is a newer side to the resolution-revenue scheme but has appealed to a whole other consumer niche. In the wake of a rise in “responsible consumerism”, many influencers and brands have made the shift to openly stating that resolutions are not feasible. While this may seem to be the opposite of what these major companies want, they’ve actually managed to diversify and expand their market reach. There is a huge surge in “anti-resolution” content that is still making these creators money in the same way, views are exchanged for sponsorships, and they make a profit off of pro-resolution and anti-resolution consumers alike.
So while resolutions seem to be the “fast-fashion” of the wellness market, financial, physical and mental wellness in the new year can have a lasting impact on your life. So this new year I ask you: what’s your measurable, achievable goal for 2020?
Written by Kathleena Henricus, Writer for the Junior Economist
