How Do Marketing and Advertising Influence Our New Year’s Resolutions?

New Year, New Me – Sounds Familiar?

The start of a new year brings new hopes, fresh energy, and… new year resolutions. “I’ll lose weight,” “I’ll save more money,” “I’ll start learning a new language” – does this resonate with you? Many of these goals are fueled by our own enthusiasm, but it’s hard to ignore how new year marketing campaigns play a significant role in shaping them. The beginning of the year is the perfect time for companies to target customers with messages about self-improvement, health, and wellness. Let’s take a closer look at how marketing strategies influence our decisions and persuade us to buy their products or services.

A Touch of History – Even the Ancients Made Resolutions

The tradition of making New Year’s resolutions dates back to ancient times. In Babylon, over 4,000 years ago, people made promises to their gods to earn favor for the upcoming year. In ancient Rome, this tradition was associated with Janus, the god of beginnings, whose name inspired the month of January. Romans believed Janus looked both to the past and the future, encouraging reflection on the previous year and planning for change. The modern version of New Year’s resolutions is more secular but still rooted in the idea of new beginnings and self-improvement.

The “Fresh Start” Effect

Psychological research on change shows that people are more likely to take on new challenges at symbolic moments like the start of a new year. Advertisers effectively highlight this theme, creating messages focused on a “fresh start” and a “clean slate.” This type of messaging resonates because it taps into our optimism and readiness to make an effort.

A fitness-related brand showcasing dramatic body transformations or an ad for online courses promising new skills in just a few weeks aligns with consumers’ desires for self-improvement. Companies don’t just sell products or services – they sell a vision of a healthier lifestyle and a better self. A gym membership advertisement doesn’t just show exercise equipment but a picture of the confident, happy version of ourselves we aspire to be. New year campaigns cleverly leverage our aspirations, often leading to purchases of gym memberships, fitness gadgets, or wellness apps.

Additionally, the “fresh start” effect is amplified by messages like “start today,” creating a sense of urgency. After all, the next perfect time to begin might not come until 2026!

What Are Poles’ Resolutions About?

According to statista in Poland, common resolutions focus on health, finances, and personal development. As study by Panel Ariadna, shows, in 2024, the top goals focused on self-care and included losing weight (33%), eating healthier (28%), and exercising more (26%). Meanwhile, the “Finances and Holidays” study showed that 56% of Poles have financial goals, with 26% aiming to cut expenses, 19% planning to save regularly, and 16% wanting to earn more. Additionally, a survey by Pracuj.pl, revealed that 76% of respondents with professional resolutions for 2025 plan to change jobs.

How Marketing Shapes Our Choices

Marketing campaigns often rely on emotions and desires deeply rooted in our psyche. They tap into dreams of achieving fitness goals, feeling more confident, or gaining recognition from others.

Another key aspect is the sense of community. Marketing strategies often suggest that joining a specific program, purchasing a membership, or downloading a wellness app is not only an investment in oneself but also an opportunity to become part of a group with similar goals. Social media campaigns frequently emphasize this communal aspect, creating personalized messages that resonate with the target audience.  

• Data-Driven Personalization
  Thanks to modern technology, marketers have access to vast amounts of data about our preferences and behaviour. Ads we see on social media or in search engines are tailored to fit our needs perfectly. If you search Google for phrases like “how to lose weight in 2025,” you can be sure that you’ll soon see ads for diets, workout programs, or supplements. These data-driven insights help marketers align their offers with the specific goals and aspirations of their target audience.
• FOMO (Fear of Missing Out) Strategy
  Many advertisers use a strategy based on the fear of missing out. Limited-time promotions like “Start now and save 50%” effectively push us into quick decisions. The inclusion of exclusive deals heightens our motivation to act immediately, especially when it aligns with our New Year’s financial resolutions or plans for a healthier lifestyle.
• Storytelling – The Power of Narratives
  Some of the most effective campaigns are built around storytelling. Instead of a standard product ad, we see stories of people who achieved success, became the “best version of themselves” thanks to a specific product or service. A narrative about improving one’s quality of life resonates much more than plain facts or figures.

The Positive Impact of Marketing

Ads promoting health and wellness, learning new skills, or personal growth can act as a catalyst – suggesting where to start or inspiring specific actions. Many companies use the “fresh start” narrative positively, showing how small steps can lead to great achievements. Fitness app ads often highlight that you don’t need to run a marathon to improve your fitness – just a few minutes a day is enough. Similarly, campaigns for online courses emphasize that learning new skills doesn’t require a major time commitment and can fit into daily routines. These marketing efforts lower the barrier to entry for new activities and show that every change starts with the decision to try.

Advertising also helps brands inform consumers about tools or services that can increase the likelihood of achieving their goals. For instance, a person may discover a budgeting app that supports their financial resolutions or a wellness app that tracks their progress toward a healthier lifestyle.

As a result, while marketing is often driven by its own interests, it can also inspire us to reflect on our New Year’s resolutions and support their implementation. The key is to skillfully choose those tools and solutions that actually fit our needs and goals, rather than succumbing to pressure to buy.

Consumerism Over Change

Often, however, marketing campaigns referring to the idea of ​​New Year’s resolutions seemingly encourage us to develop ourselves, but in reality they are supposed to persuade us to spend money. Do we really need expensive training equipment to start running? Will another online course really bring us closer to getting our dream job?  

Exercise equipment, specialist clothing, and expensive fitness apps often seem necessary because that is how they are presented in advertisements. Marketing often leads us to believe that buying a specific product is the beginning of change. As a result, many people give up on their goals if they cannot afford certain expenses. Meanwhile, real changes do not require large financial investments, but consistency and developing good habits.

In summary

In summary, marketing and advertising have a huge impact on our New Year’s resolutions. They effectively use the psychology of a “fresh start,” aspirations for a better version of ourselves, and the excitement of achieving goals. While they can inspire us to make positive changes, it’s worth keeping a healthy distance and wondering whether we really need the products and services that are promoted in ads to achieve our goals. Real change requires persistence, not just purchases.

What New Year’s resolutions do you make? Do you make them every year? Do you manage to keep those promises?