Happy New Year one and all! As we struggle through week one, here are a few thoughts from a qual researcher and cultural observer on how ‘new year’ is showing up in the UK.
1) New year, same me
The days of Jan 1st ushering in a shopping list of ‘resolutions’ to beat ourselves up with for a bit then forget about are long gone. Now it’s about setting ‘intentions’ or capturing in a few words the essence of what is sought from the coming year. The popularity of journals like ‘Goodbye 2023/Hello 2024’ by life coach Selina Barker reflect this focus on self-progression vs reinvention. Renowned brand strategist Bonnie Wan turns to strategizing a fulfilling life in ‘The Life Brief’, a “playbook for navigating life’s decisions, crossroads, and curve-balls”. And so, Project Me continues.
2) Dry January – or just damp?
As rates of alcohol drinkers continue to fall and in parallel, quality non or low alc options proliferate, the lines between being on or off the booze are increasingly blurred. Dry isn’t just for January and January may not need to be dry. Is this the year of the damp drinker? (credit to The Dry Drinker for that term)
3) A kinder kind of health
Goodbye deprivation, hello nourishment. Positive, microbiome-building nutrition, supportive supplementation, fitness trackers that tell you when to take a break, a deeper understanding of how body and mind can be replenished through rest that goes far beyond the bubble bath. In ‘The Relaxed Woman’, Nicola Hobbs identifies no fewer than 10 rest modes including creative, spiritual and playful. So we can expect to see people embracing joy-giving pursuits as part of their healthy living programmes.
4) Hunkering down with home comforts
2023 was tough and 2024 looks set to bring more of the same, so the new year has not been ushered in with great enthusiasm. With the wider world feeling sad and scary, we see a turning inward, the embrace of simple pleasures and the sanctification of home. Odds are you know someone who has recently acquired an Oodie weighted blanket, even if you haven’t had an in-depth chat with friends about the merits of heated ponchos vs merino thermals. Hibernation looks to be the order of the month.
5) Adventure – anywhere
Yes, we want to bunker in at home but there’s also a rising appetite to get out and explore as the shadow of Covid continues to lift. So whilst snuggled under a slanket, we are likely also using January to plan some adventures, whether mini or macro. Homestay in India? Yep. Trekking in Kazakhstan? Sure. #vanlife in Devon? Definitely.
If you want to dive into culture this year, or better understand your consumer, get in touch at info@amysweeting.com. Wishing you the best for 2024.
(image credit Project You)