Fresh Start Effect

An important date or a special occasion allows humans to mentally reset or “break” with past versions of themselves. The “new you” can engage in healthier behaviors and any bad habits were left with the “old you”. These fresh start dates are called ‘temporal landmarks’. New Year’s Day, a milestone birthday, Mondays, and the first day of a new month or season are common days people try to start fresh.

Applications

• Consider language that gives clients a sense that they are starting a new chapter: “New diagnosis, new healthier you.” Gyms and weight loss programs frequently use this tactic with slogans like “New year, new you”.

• If you are trying to re-engage lapsed clients, consider ways to make them feel like they have a new start without criticism or judgment for having lapsed.

Considerations

Also make sure there is a plan for how to make the behavior or action stick so it doesn’t turn out like most New Year’s resolutions and fizzle out!