What are Singaporeans’ top New Year Resolutions for 2024?

As the Lion City steps into 2024 with a blend of reflection and anticipation, Singaporeans are making tweaks to their resolutions for the new year.

In this article, we dive into the goals that Singapore’s denizens most want to achieve in 2024 – and how these have changed since the year before across genders and generations – which can provide marketers key insights on how best to engage consumers this year.

What do Singaporeans most want to achieve in 2024?

Latest YouGov Surveys research show that three in five (61%) Singapore residents say they plan to improve their physical health in 2024 – the top New Year resolution – while over half (53%) want to manage their money better this year.

Accordingly, brands seeking to connect with consumers in 2024 would do well with speaking to their desire for effective wellness solutions and ways to ease financial burdens.

Further, over two in five hope to spend more time with friends/family (45%) and improve their mental health (42%) – ahead of travelling more (27%) and reducing their time on social media and on their phone in general (both 24%).

While Singapore’s top three new year resolutions for 2024 are unchanged from 2023, there is a slight fall in consumers who have set goals to manage their money better (-6%), improve their physical health (-4%) and improve their mental health (-3%).

How do men and women differ in their new year resolutions?

For most resolutions, there were no significant differences in the proportion of men and women who have set them as their 2024 goals.

However, women are significantly more likely than men to list spending less time on social media (7% difference) and their phone in general (6% difference), as well as making more sustainable purchases (5% difference) as one of their new year resolutions.

How do various age groups differ in their new year resolutions?

Across generations, improving physical health is the top new year resolution. But while better money management is the next most popular goal among Gen Z, Millennials and Gen X, spending more time with friends/family is next most popular among Baby Boomers.

Additionally, compared to other generations, younger consumers (Gen Z and Millennials) are much more likely to list managing their money better, improving their mental health, reducing the amount of time spent on their phones and making more sustainable purchases in 2024 as among their resolutions for this year.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 510 and 2,044 for each market. All surveys were conducted online from December 2022 to October 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.

_{Cover Photo by Flona Hakim}