Every January, millions of us sit down with a blank page, determined to make this the year we finally change. We join gyms, cut carbs, download habit trackers, and make big promises to ourselves. Yet by February, most of these resolutions are already gathering dust. Research shows that 80% of New Year’s resolutions fail within three months.
Why is it so difficult to stick to January goals? And is there a better time to reset and refocus?
Free Download: Brain Friendly Goal Setting e-book
Recently, author and speaker Mel Robbins sparked a fascinating conversation by suggesting that the real New Year doesn’t start in January, but in September. On her podcast, she described it as the back-to-school effect, a powerful psychological shift that makes September the ideal month for new beginnings. Her insight inspired me to dive into the science, and it is clear: Mel is right. The
Fresh Start Effect Goal Setting approach shows us why. Let’s explore why September is the brain’s favourite time for fresh starts, and how you can harness it to set goals that actually last.
January seems like the logical time for new goals. The calendar resets, the year is fresh, and the whole world talks about change. However, psychology research tells us it is a trap.
Professor John C. Norcross, a leading researcher on resolutions, has tracked people’s progress for decades. His studies show that while about half of adults make resolutions, most abandon them within weeks. After six months, only around 40% are still on track.
Why such a high failure rate?
In short, January is the worst time to rely on sheer willpower. Our brains simply aren’t primed to succeed.
So, what makes September different? The answer lies in a powerful psychological phenomenon known as the Fresh Start Effect.
In a landmark 2014 study published in Management Science, researchers Hengchen Dai, Katherine Milkman, and Jason Riis discovered that temporal landmarks, moments that feel like a ‘new chapter’, can trigger motivation. These include birthdays, Mondays, the start of a month, or the beginning of a season.
When we hit one of these landmarks, our brains mark a clean break between ‘the old me’ and ‘the new me’. Psychologists call this the temporal self-discontinuity effect. In other words, our past failures feel less relevant, and we see ourselves with fresh potential.
This explains why people flock to gyms on Mondays, why we reset our diets after birthdays, and why September holds so much untapped power. The Fresh Start Effect Goal Setting research shows us that timing really matters.
September is more than just another month. It is a psychological landmark layered with meaning and structure. Here’s why:
1. The back-to-school effect
For over a decade of our lives, September meant new teachers, fresh notebooks, and a structured routine. Even as adults, that seasonal rhythm remains deeply ingrained because it marks the end of the summer holiday season for most businesses. Our brains associate September with renewal, learning, regular routines, and progress.
2. A natural energy shift
Unlike January, which begins in a slump, September follows the higher energy of summer and the refreshed feeling from a good break. Days are still bright, but cooler air makes it easier to focus. As a result, it feels like a natural gear shift from holiday mode to productive mode.
3. The productivity peak
Surveys confirm this. A UK study found that 69% of adults believe it is easier to make small improvements in September than in January. Many feel more motivated to tidy up finances, health, or routines in autumn than in winter.
4. A manageable runway
From September to December, you’ve got four months, which is long enough to make meaningful progress, but short enough to feel urgent. This compact timeline creates the right balance of focus and motivation. Compare that to 12 months of ‘New Year’s goals’, which often feel overwhelming.
The Fresh Start Effect Goal Setting isn’t just psychology. It is also wired into the brain.
Dopamine and anticipation
When you anticipate a goal, your brain releases dopamine, the neurochemical of motivation. Interestingly, neuroscientist Wolfram Schultz demonstrated that dopamine spikes most powerfully in the anticipation of success, not at the moment of achievement. This is why the start of a new season feels so energising: it is full of possibility.
The Reticular Activating System (RAS)
The RAS is a neural network in the brainstem that regulates arousal and attention. While setting a goal does not literally “reset” the RAS, research and practical experience show that clear, meaningful goals tend to sharpen awareness. This helps us notice relevant opportunities more effectively. September, with its seasonal sense of a fresh start, naturally aligns with this effect, helping us enter the goal-setting process with clearer attention and motivation.
In January, the brain is often overloaded with fatigue and overwhelm. When stress rises, it diverts energy to survival systems. This makes forming new habits harder. September, by contrast, often brings stabilised routines and lighter emotional strain. As a result, we are better positioned to form new habits in the four-month run up to the year-end.
Put simply: September is when your brain is most receptive to clarity, structure, and change.
Of course, recognising the power of September is only step one. To truly benefit, you need to set brain-friendly goals, goals designed with neuroscience in mind.
Here are three quick principles:
Clarity is power
Vague goals (“I want to get healthier”) don’t activate the brain’s motivation system. Specific goals (“I will walk 20 minutes every weekday morning”) give your brain a clear target to lock onto.
Emotion fuels action
Goals that align with your values and purpose trigger more dopamine and resilience. Ask yourself not just what you want, but why it really matters to you and what may happen if you don’t achieve your goal.
Small wins compound
Neuroscience shows that progress builds momentum. Even tiny daily actions release dopamine, wiring new habits into your brain. Think in terms of 1% improvements rather than massive overhauls.
Imagine how different your life could feel by December if you started now. Four months is enough time to:
By January, instead of starting from scratch, you’ll already have momentum. You won’t be setting resolutions, you’ll be building on results.
If you’re ready to harness the science of fresh starts and set goals that actually stick, I’d love to share something with you.
My colleague Alli Gibbons and I have written a practical guide called Brain Friendly Goal Setting. It distils the latest neuroscience into clear steps for:
It’s completely free, and you can download it today.
This September, don’t let your goals drift into another forgotten list. Use the season of fresh starts to rewire your brain for motivation, momentum, and meaning.
The Fresh Start Effect Goal Setting approach can help you turn insight into lasting habits.
Remember, when it comes to Goal Setting . . . Stay curious!
If you would like a complimentary Clarity Consultation to discuss your business, professional or personal goals, why not arrange to speak with one of us.
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