What are Indonesians’ top New Year Resolutions for 2024?

As the dawn of a new year breaks over the archipelago, Indonesians are steering towards the horizon with renewed hopes and aspirations.

In this article, we dive into the goals that Indonesia’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 Indonesians most want to achieve in 2024?

Latest YouGov Surveys research shows that close to three-quarters (73%) of Indonesian residents say they plan to manage their money better in 2024 – the top New Year resolution – while over three-fifths (61%) want to improve their physical health 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.

Meanwhile, over half hope to improve their mental health and spend more time with friends/family (both 51%) – ahead of making more sustainable purchases (33%), reducing their time on social media (29%) and travelling more (28%).

While Indonesia’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 (-4%), improve their physical health and make more sustainable purchases (both -3%).

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

Across most resolutions, women are more likely than men to say they have set them as their 2024 goals.

This is especially the case for improving their mental health (17% difference) and physical health (16% difference) this year, as well as travelling more (14% difference).

On the other hand, men are significantly more likely than women to say reducing/stopping their alcohol intake (8% difference) is on their list of resolutions this year.

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

Better money management is the top new year resolution among Gen Z, Millennials and Gen X, ahead of improving physical health. But among Baby Boomers, improving physical health is by far the most popular 2024 resolution, followed by travelling more.

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 social media as among the goals they want to achieve 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 Abdul Azis}