The effect of a fresh start

Turning moments into momentum

Have you ever felt a sudden boost of motivation at the start of a new year or after a big life event? That’s the fresh start effect—a psychological phenomenon where meaningful milestones inspire us to pursue our goals.

Research proves that timing matters. Studies by Katy Milkman, Jason Riis, and Hengchen Dai reveal people are 145% more likely to commit to aspirations at the start of the year. Why? Milestones like New Year’s Day provide a clean slate, making goals feel both exciting and achievable.

The fresh start effect works year-round

While New Year’s Day is the most obvious time to feel the fresh start effect, it’s far from the only opportunity. Think about other moments, like returning from holiday, starting a new quarter, or even the day after a major event. These occasions also serve as powerful resets, boosting motivation.

In fact, creating multiple fresh start opportunities throughout the year can be even more effective. By spreading these moments out, you maintain focus and energy—not just for yourself but for your team too.

How to sustain momentum with fresh starts?

Want to make the most of this effect? Follow these practical tips:

1. Strategically time your resets
January 1st isn’t the only trigger. Use milestones like the beginning of a financial year, the start of a new quarter, or even the first day back from a break. These temporal landmarks encourage action and help recommit to goals.

2. Use language of renewal
Frame your messaging around renewal. When launching a project or marking a milestone, emphasise new beginnings. This kind of language sparks excitement and encourages progress.

3. Plan ahead for fresh start moments
Preparation is crucial. Identify upcoming milestones and align your initiatives with them. By planning in advance, you ensure consistent opportunities to re-engage and sustain momentum.

The takeaway

The fresh start effect is a simple yet powerful way to drive progress. So, whether it’s the first day of January, the start of a new quarter, or the morning after a long weekend, seize the moment. Turn those fresh starts into movements that lead to real, sustainable success.