Your guide to targeting New Year’s resolution audiences in 2024

It’s almost the start of a new year, and that means it’s time to make plans for your 2024 marketing strategy. With resolutions being top of mind at the start of a new year, from living healthier lifestyles to traveling more often – there is an opportunity to capture customers with well-targeted messaging. But how do you know which audiences are most interested in these goals?

In our new audience-focused blog post series, we’ll recommend smart audience segments you can use to create tailored messaging and optimize your campaigns for activation on both digital and advanced TV in 2024.

First, we’re breaking down four common New Year’s Resolutions that you can focus on to reach consumers in the new year.

Four New Year’s resolution audience categories

There are a lot of different types of New Year’s Resolutions that people set come January 1^st. Here are four common New Year’s Resolutions:

1. Healthy habits
2. Learn a new skill
3. Get organized
4. Live life to the fullest

Let’s break down each resolution category and which audiences you can use to target consumers based on their New Year’s resolutions.

Healthy habits

In the new year, a significant portion of consumers set their sights on adopting healthier lifestyles and maintaining newfound habits.

Target audiences could include those who have recently purchased gym memberships, are shopping at health stores, or are spending on pre-made meals like Nutrisystem or food services like HelloFresh demonstrating a commitment to their resolutions.

Here are 7 audience segments that you can activate to target consumers focused on healthy habits in the new year:

1. Retail Shoppers: Purchase Based > Health and Fitness > Vitamins/Supplements: Vitamins/Supplements
2. Retail Shoppers: Purchase Based > Seasonal > New Year’s Health/Fitness/Gym Membership Shoppers
3. Retail Shoppers: Purchase Based > Seasonal > New Year’s Food/Healthy Food Shoppers
4. Retail Shoppers: Purchase Based > Seasonal > New Year’s Pre-Made Meals (Nutrisystem) Shoppers
5. Retail Shoppers: Purchase Based > Seasonal > New Year’s Vitamins/Diet Supplement Shoppers
6. Psychographic/Attitudes > Health and Well Being > Weight Reformers
7. Lifestyle and Interests (Affinity) > In-Market > Diet and Meal Related Products

These audiences are best used to reach consumers most likely to purchase based on their actual purchase history. To identify consumers who are most likely to make a purchase, you can layer in our predictive audiences that provide a broad view into household purchase and payment trends:

1. Purchase Predictors > Shoppers All Channels > Seasonal and Holidays
2. Purchase Predictors > Shoppers All Channels > Health

By strategically targeting these segments, your marketing efforts are more likely to resonate with those determined to make 2024 a year of lasting, healthy change.

Get organized

As the calendar flips to a new year, many consumers pledge to declutter and get organized.

One key target audience could consist of those who have recently purchased organizational tools or storage solutions. Additionally, consider reaching out to homeowners or individuals in the midst of a major life change, such as moving or expanding their families, as they often seek ways to simplify and organize their spaces.

Here are 7 audience segments that you can activate to target consumers focused on getting organized in the new year:

1. Purchase Transactions > Household Goods > Frequent Spenders
2. Purchase Transactions > Home Improvement/DIY > Frequent Spenders
3. Retail Shoppers: Purchase Based > Home Improvement & DIY > Furniture & Home Decor In Store: Frequent Spenders
4. Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders
5. Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Stores: In Store Frequent Spenders
6. Retail Shoppers: Purchase Based > Shopping Behavior > Baby Products: Online Frequent Spenders
7. Lifestyle and Interests (Affinity) > Television (TV) > TV How-to shows

To expand or reach new audiences, you can layer in purchase predictors to reach those who are likely to spend on home maintenance and improvement products or are expanding their families.

1. Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement
2. Purchase Predictors > Shoppers All Channels > Children’s Products

Learn a new skill

As the new year unfolds, many consumers want to embark on a journey of self-improvement by learning something new.

One primary target audience could be lifelong learners, those who have already demonstrated a thirst for knowledge by enrolling in online courses, subscribing to educational platforms, or attending workshops and seminars. Additionally, consider targeting those who have expressed interest in books, e-learning tools, or online communities related to specific areas of learning, aligning with their resolution.

Here are 7 audience segments that you can activate to target consumers focused on learning something new in the new year:

1. Purchase Transactions > Cooking Products > Recent Spenders
2. Purchase Transactions > Crafts > Frequent Spenders
3. Purchase Transactions > Hobbies and Interests > Spenders
4. Purchase Transactions > Games > Frequent Spenders
5. Purchase Transactions > Education > Spenders
6. Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Golf Equipment, Apparel, Entertainment Frequent Spenders
7. Purchase Transactions > Books/Reading > Spenders

To expand or reach new audiences, you can layer in purchase predictors to reach those who are likely to spend on books or magazines or do-it-yourself products.

1. Purchase Predictors > Shoppers All Channels > DIY
2. Purchase Predictors > Shoppers All Channels > Hobbies and Crafts
3. Purchase Predictors > Shoppers All Channels > Books
4. Purchase Predictors > Shoppers All Channels > Education and Early Learning

Live life to the fullest

As the new year unfolds, a considerable number of individuals make resolutions aimed at embracing life to the fullest.

One prime target audience includes those who have recently booked travel experiences or adventures, showcasing their commitment to exploring new horizons. Additionally, consider reaching out to individuals who are likely to visit sports stadiums and arenas.

Here are 7 audience segments that you can activate to target consumers focused on living life to the fullest in the new year:

1. Retail Shoppers: Purchase Based > Travel > Air Travel: Frequent Spenders
2. Retail Shoppers: Purchase Based > Travel > Cruises: Frequent Spend
3. Mobile Location Models > NFL Stadium Visitors
4. Mobile Location Models > Ski Resort Visitors
5. Retail Shoppers: Purchase Based > Travel > Hotels: Frequent Spend
6. Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Weekend Getaways
7. Travel Intent > Activities > Culinary Experience

To expand or reach new audiences, you can layer in purchase predictors to reach consumers who are likely to spend on travel and travel related products.

1. Purchase Predictors > Shoppers All Channels > Travel

We can help you reach consumers in the new year

Connect with consumers pursuing their New Year’s resolutions to kick off 2024. Whether your audience seeks to embrace healthy habits, get organized, live life to the fullest, or learn something new, Experian Marketing Data provides a solid foundation for targeting, enrichment, and activation. With access to data from 126 million households and 250 million consumers, you can confidently reach your desired audience across online, offline, or television channels. The flexibility of Experian Marketing Data offers integrations with over 200 activation platforms through our trusted partners.

For a full list of all of Experian’s syndicated audiences, download our syndicated audiences guide.

As we get ready for 2024, let the power of Experian’s data-driven insights guide your marketing strategies, helping consumers turn their resolutions into reality.

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