Reveal Marketing Research Study: Looking sceptically towards 2024 – only 34% of Romanians are optimistic

Reveal Market Resources, Study No. 145

Reveal Marketing Research conducted a nationally representative study to uncover the expectations and hopes of Romanians for the new year, as well as to examine how these have evolved compared to a similar study conducted one year ago.

• Declining optimism among Romanians: Only 34% believe that a better life awaits them in 2024, compared to 48% in 2023
• 4 out of 10 Romanians plan to change their jobs in 2024
• Key plans for Romanians in 2024: More travel (34%), more time with family (32%), and healthier eating (27%)

Looking sceptically towards 2024: Only 3 out of 10 Romanians are optimistic and believe that a better life awaits them in the new year

According to the most recent Reveal Marketing Research survey, 47% of Romanians take neither an optimistic nor a pessimistic view of 2024, a feeling of neutrality that highlights a fragile balance between hope and uncertainty. On the other hand, 34% of respondents were optimistic and 19% pessimistic about the new year.

Women are more optimistic (37%) than men (30%), and in terms of age groups, the two extremes, young people aged 18-24 (43%) and mature people over 55 (45%) stand out as more optimistic.

Marius Luican, CEO of Reveal Marketing Research

“Compared to a similar study conducted a year ago, we observe a significant decline in the pronounced optimism of Romanians, dropping from 48% in 2023 to 34% in 2024. While the beginning of 2023 marked the regaining of freedoms after periods of pandemic-related restrictions, the onset of 2024 is characterized by uncertainties and socio-economic changes. In this context, it was expected that Romanians would be more in a wait-and-see mode, with this neutrality potentially representing a call for prudence and adaptability, crucial elements in the face of an uncertain future.”

About the hopes and anxieties of Romanians in the new year

If we refer to the expectations of Romanians at the beginning of the new year, optimism about the improvement of their personal financial situation ranks first (34%), being significantly higher among women (39% vs. 28% men) and young people aged 18-24 (53%). At the other end of the scale, the level of pessimism is highest for the country’s development in the next year, with a reduction in corruption (64%), a decrease in inflation (51%) and an improvement in the country’s economic situation (50%) seen as difficult or even impossible to achieve in the next 12 months.

Regarding intentions in the personal and family sphere, 13% of Romanians intend to get married or engaged in 2024, while 32% have no such plans, especially those aged 45-55 (46%) and young people aged 18-24 (43%). In the same order, 10% of respondents intend to have a child in the new year, significantly more those aged 35-44 (17%).

In terms of career and professional sphere, 4 out of 10 Romanians intend to change their job in 2024. Specifically, 27% of Romanians want a new employer, especially people aged 44-55, and 13% want to start a business, especially young people aged 25-34 (28%).

Moreover, a quarter of Romanians say they intend to change their place of residence in 2024, either to another place in the same locality (11%), to another locality in the country (10%) or abroad (4%).

How un(satisfied) are Romanians with their lives?

Measuring the level of satisfaction with various aspects of everyday life, we find that Romanians are most satisfied with the interpersonal relationships they have with their family (75%), with people close to them (66%) or with sentimental relationships (65%). As a trend, people with low incomes (under 2000 RON) are less satisfied with sentimental relationships (50%).

The lowest satisfaction scores were recorded for aspects related to the professional sphere, namely the level of satisfaction with the job (51%) and the current financial situation (46%). The most dissatisfied with the financial situation are older people over 55 (34%).

Romanians’ plans and resolutions for the new year

The top resolutions for the new year are similar to last year, with most Romanians wishing to travel more (34%), spend more time with family (32%) or eat healthier (27%).

For those with children, the need to spend more time with family is more important (42% vs. 23% for those without children), and for those aged 44-55 the desire to travel more (47% vs. 34% total sample).

If we turn our attention to young people, 25-34 year olds are more likely to want to attend personal development classes (23% vs. 11% total sample) and Generation Z (19-24 year olds) to go to the gym (19% vs. 12% total sample).

For people over 54, the desire to spend more time to their passions (21%) and to go to church more often (17%) are significantly more important than for the total sample (15% and 10% respectively).

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About Reveal Marketing Research

Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.

Reveal Market Resources, study no. 145: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.

Methodology: Reveal Marketing Research was conducted online between 11-16.12.2023 on a representative sample of urban and rural internet users aged 18+. The sample size was 1015 respondents and the maximum sampling error is +/-3.1% at 95% confidence level.