We’re 12 days into 2017 – is your new year’s resolution still kicking? If it seems like less than two weeks is a ridiculously brief time span to lose sight of a new goal – it’s because it is. Research shows that most new year’s resolutions die by January 11th (aka…yesterday). But if you don’t find yourself in this group of fizzlers, congrats! Your willpower is stronger than most and it could be a whole month before businesses start feeding off the profits of your broken dreams.

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Year after year, health and wellness-related resolutions like losing weight, being active, eating better, or improving personal wellness are consistently some of the most common resolutions, so it’s no surprise that they dominate the 2017 list. Of all the industries that use the new year to piggyback on thematic marketing campaigns or ads recycling the “new year, new you” concept, the one that surprisingly seems to see the least direct benefit, is the health care industry.

Most health resolutions relate to improving self-image, like losing weight through diet and exercise. When it comes to “getting healthy” 37 percent of individuals made this one of their primary new year’s resolutions and 32 percent made “losing weight” a top priority. Resolutions like this cause a ripple effect that spreads into other industries, like athletics event organizers, fitness clubs, seafood and meat markets, and fruit and vegetable markets. According to the U.S. Department of Agriculture, sales of organic goods have experienced double-digit growth from 2012-2014, and revenue for the fruit and vegetable markets industry is expected to grow 1.8 percent in 2017. Additionally, a survey published by Facebook and the Wall Street Journal shows that the number of gym check-ins increases by 50 percent from December to January.

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While these other markets may be seeing larger and faster growth, the health care industry and general wellness of the population are still seeing benefits and improving indirectly over time. Other common health-related resolutions such as quitting smoking, for example, can be harder to maintain and end up being costly if they aren’t seen through. On the flip side, of the individuals who do succeed in their resolutions have likely helped lower the rate of increase of type 2 diabetes due to better eating habits, improved weight management and more physical activity. And while 40 million Americans smoke cigarettes, smoking in the U.S. is in decline.

It’s clear that new year’s resolutions can go beyond benefiting individuals; taking advantage of the new year could be a prime time to garner better results for your PR tactics if you know how to prepare accordingly. As for your personal resolutions, those best kept are formed like a strategic plan – with S.M.A.R.T goals and success in mind. So go forth and make 2017 the year that you actually stick to your resolutions.