The year, wrapped: How do consumers really feel about annual recaps from brands?

Every year, an assortment of brands provide a “wrapped” reel providing personalised insights on how consumers interacted with them. Some people find these recaps fun, while others find them invasive and creepy. For example, Monzo’s annual financial recaps drew complaints from users about the bank’s allegedly “shaming” language around purchasing fast food and “banishing” their life goals through overspending on entertainment.

So where does public opinion land on these recaps?

New YouGov survey data shows that consumers are split in terms of awareness of these recaps (48% aware; 48% not aware). When we asked Britons if they found this kind of wrap-up useful, the public said they did not by 52% to 39%.

We also asked if, in theory, what kinds of brands they might be interested in wrap-up data from. Just over a quarter cited music/entertainment platforms (27%), a fifth said loyalty programs/membership brands (21%) or financial services companies (20%), and nearly as many said they’d be happy to receive this kind of recap from a fitness app (18%) or a social media platform (16%). One in nine said the same of food delivery apps (11%), and one in ten said the same of gaming platforms (10%).

All that said, interest in wrap-up content is very much a minority pursuit, and there’s evidence to suggest that the wry, snarky register some of these companies have adopted with user data is not necessarily the approach that consumers favour. When we asked about preferred tones of voice for yearly wrap ups, the most popular option was “informative and factual” (32%), followed by “playful and funny about my habits” (22%). Third-ranked was “positive and celebratory” (20%), followed by “fun but not making fun of me” (14%).

Personalised highlights, rewards, humour, and fun visuals most likely to get consumers engaging with end of year wrap ups 

We also asked consumers what would motivate them to engage with and share end of year wrap ups. A majority said personalised highlights (58%), followed by rewards/discounts (55%) and humour (53%). Half cited fun visuals/interactive content (50%) or positive highlights (50%).

At the other end of the scale, consumers are less likely to engage with content that highlights negative habits (44%), or content that uses detailed personal data (45%). A sarcastic, “roasting” tone is also less likely to spur engagement (42%), while the public are split on jokes about their habits or behaviours (32% more likely; 32% less likely).

Image: Getty