The "gimme more" generation resolve to take on more in 2008

Nutrition & Food Science

ISSN: 0034-6659

Article publication date: 23 May 2008



(2008), "The "gimme more" generation resolve to take on more in 2008", Nutrition & Food Science, Vol. 38 No. 3.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

The "gimme more" generation resolve to take on more in 2008

Article Type: Food Facts From: Nutrition & Food Science, Volume 38, Issue 3.

A new survey from energy-boosting experts Red Kooga shows a trend towards taking more on, rather than giving things up for the New Year. The clichéd resolutions to give up smoking and junk food are making way to more positive decisions to learn new skills, take up more hobbies and be more active.

Over half of the 2,546 people surveyed (56 per cent) are vowing to do more exercise in 2008 this is up from 43 per cent of people in 2007. This time last year people were more likely to be trying to give up smoking (16 per cent in 2007 down to 13 per cent for 2008), possibly due to the ban.

In 2008, 17 per cent of people want to take up a new hobby or learn a new skill, a significant increase on the 13 per cent who made this their aim for 2007. The under 18s were most likely to express this sentiment 37 per cent will be looking to expand their horizons in the coming year. This age group are also the most likely to show an interest in taking on voluntary work (13 per cent compared to the average of 5 per cent) and to travel more (19 per cent compared to 5 per cent of the unadventurous 41-45 year olds).

Broken promises

Sadly, the survey also suggests that the hopes of the youngest age group are most likely to end in failure.

A whopping average of 64 per cent respondents failed to fulfil their resolutions for 2007 but this rises to 88 per cent of under-18s. Age and experience seem to be an indicator of more success with resolutions just 60 per cent of the over 55s broke their resolutions for 2007, the lowest score of any age group.

The findings also suggest the last teens and early twenty-somethings feel unfulfilled and disenchanted with their achievements during the last year. Over half (51 per cent) of 22-25 year olds and 45 per cent of 19-21 year olds say they did not achieve all they wanted in the last year.

Regional overview

People in London and the South East seem to be spending too much time away from their loved ones with 15 and 17 per cent, respectively, saying they would like to spend more time with the family. This figure has more than doubled since last year when 6 and 8 per cent in the same regions, respectively, made the same resolution.

South-Westerners are leading the eco-revolution they are the most likely to resolve to be greener in the New Year (18 per cent compared to national average of 14 per cent) and a pioneering 3 per cent are trying to stop using the car completely.

People in the North West are the most likely to have failed on their resolutions for last year (69 per cent compared to the 63 per cent national average). They are also the most likely to need an energy boost to help them along 25 per cent feel more energy will get them more out of 2008.

Looking forward to 2008

Fortunately, the overall sentiment about the impending New Year is positive 52 per cent are looking forward to 2008 and 50 per cent say there are lots of things they would like to get out of the year ahead. A miserable minority of 13 per cent who say they do not care about New Year and feel its just another day.

A huge majority of 91 per cent of people agree that they would like to get more out of 2008 and 20 per cent agree they could achieve that with more energy.

The Korean ginseng used in Red Kooga, has been used in traditional Eastern medicines for over 7,000 years as an energy booster and health rejuvenator. It contains active ingredients that increase the body's resistance to stresses such as trauma, anxiety and fatigue.

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