Health-First Resolutions, Convenience, GLP-1 Interest Signal Key 2026 Opportunities For Marketers

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As Americans head into the New Year, New Year’s resolutions are shaping up as a meaningful signal for advertisers and media buyers planning 2026 strategies. New research from CivicScience finds that nearly 70% of U.S. adults plan to make a resolution for 2026, up three percentage points year over year, again indicating a possible behavior change that brands can tap into early.

Gen Z once again leads all generations in resolution-making, reinforcing its role as a bellwether audience for emerging consumer trends. Resolution intent is also strongest among lower-income consumers and those who admit they only partially followed through on last year’s goals, suggesting high receptivity to messaging that emphasizes achievable progress rather than perfection.

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