In January, millions of people set New Year’s resolutions with the goal to eat healthier, exercise more, quit smoking or save money. Many of those goals begin to fade mid-January, not due to failure or desire, but a misunderstanding of how behavior change works.
By understanding why New Year’s resolutions fail and the science of behavior change, individuals can set goals that truly stick and brands can better support audiences during one of the most goal-driven times of the year.
Why Do People Make New Year’s Resolutions? And Why Do They Fail?
New Year’s resolutions are driven by a psychological reset. A new year feels like a clean slate. A chance to leave behind old habits and reinvent ourselves. The calendar date creates a sense of urgency, optimism and social reinforcement.
The challenge is this motivation spike is temporary. Without readiness, planning and support, motivation alone isn’t enough to carry new behaviors through everyday life. People tend to set goals that are too big or try to change too many behaviors at once. Behavior change research consistently shows that small, incremental changes are more sustainable than drastic overhauls (Going Deeper Into Behavior Change: A Look at Habits).
How Behavior Change Actually Works?
Lasting behavior change is not about short bursts of motivation. It’s about meeting people where they are and supporting them through a structured, realistic process. The Transtheoretical Model of Change outlines five stages of intentional behavior change:
- Precontemplation – Not yet considering change
- Contemplation – Thinking about change
- Preparation – Planning for change
- Action – Actively modifying behavior
- Maintenance – Sustaining the behavior over time
Many New Year’s resolutions fail because people jump straight to action without addressing readiness, preparation or maintenance. Successful change begins with understanding why the behavior matters. Preparation and planning are critical. Without considering barriers, environment and daily routines, even well-intentioned goals struggle to stick.
Tips for Setting Goals That Stick
Behavior science and habit research point to several evidence-based strategies for setting goals that stick:
- Plan Before You Start: Define when and where the behavior will happen and anticipate obstacles in advance.
- Focus on One Goal at a Time: Concentrating effort increases follow-through and reduces burnout.
- Start Small: Small behaviors repeated consistently build confidence and momentum. Habits form through repetition, not intensity (Going Deeper Into Behavior Change: A Look at Habits).
- Use Habit Pairing: Pair new behaviors with existing routines to make habits easier to remember and perform. For example, stretching after brushing your teeth.
- Plan for Slips: Setbacks are part of the process. Progress comes from returning to the behavior, not avoiding mistakes. Sustainable change prioritizes consistency over perfection.
What Does This Mean for Brands?
New Year’s resolutions, especially those tied to health and wellness, present a meaningful opportunity for brands. Real impact comes from supporting audiences beyond the initial surge of motivation.
Many people abandon resolutions by mid-January, a period often referred to as “Quitter’s Day.” Brands that understand behavior change can provide greater value by offering encouragement during predictable drop-off points, normalizing setbacks and delivering tools that support habit-building over time. This could look like guidance on a savings plan, a tracker for drinking more water and more.
At VI Marketing and Branding, we apply behavioral science to help brands create strategies, messaging and experiences that align with how people change. If your brand is looking to move beyond short-term motivation and support meaningful, lasting behavioral shifts, VI can help.
