Every New Year’s Day, millions of people redefine their goals and their lifestyles. This recurring cycle is not only important to the people who participate in New Year’s resolutions, but also to the companies that benefit from those resolutions. Fitness and wellness companies see an increase in sales every January as many people join gyms and look for the perfect workout set. But is it really most beneficial for companies to advertise their products as an aid in completing New Year’s resolutions, even though we all know most people don’t ever accomplish them? I mean, for those of us who live in places with rigid winters and snowbanks blocking our driveways and walking paths, getting to work and class is hard enough, much less walking in the dark at night to get to the gym. Even those of us who enjoy a good workout are deterred by the cold and the possibility of wiping out on the ice.
I’m not implying that wellness and fitness companies shouldn’t advertise themselves as resources for being a part of New Year’s resolutions, but that they should take a different approach. I mean, we all know that we can’t just change overnight just because the year changed. New Year’s resolutions, in my opinion, shouldn’t be about immediate change and accomplishment, but rather making progress over time. Imagine how much more brands could profit from becoming staples in someone’s daily life, rather than a one-time purchase to fit into a goal. The best things in life come from consistency and change over time, not a quick solution for a goal that the customer’s only kind of committed to. Wellness and fitness companies shouldn’t just seize one singular month to be “life-changing”, but rather seize the opportunity to present themselves and their products as something that makes their customers’ lives better every day.
Ella Neighborgall is majoring in Communication Studies and minoring in PR & Advertising. You can connect with Ella here.