Every January, millions make New Year’s resolutions, pledging to shed old habits and embrace new beginnings, motivated by the promise of self-improvement. But why do so few succeed, and how have businesses turned promises into a lucrative industry?
The clock strikes midnight, and suddenly the air buzzes with plans for transformation. Gym memberships surge, diet plans surge social media, and journals fill with ambitious goals. Yet, for all the optimism, success is rare. Sound familiar?
It’s a cycle many of us fall into year after year, only to abandon those resolutions before February even begins.
Psychological expert Ruth Micallef, a five-time award-winning eating disorder counsellor, points out that the festive season is often an unstable period for change.
She said: “The festive period often brings with it overconsumption and overwhelm, making people feel very ready for change in the new year.
“However, sustainable change is only ever possible with certain psychological factors; readiness, mental wellness, and healthy boundaries.”
A survey conducted for this article found that 75% of people didn’t attempt to make resolutions for 2024. Among those who did, 75% admitted that they hadn’t kept them. Fitness goals accounted for half of all resolutions, while a quarter were education based. When asked why they failed, respondents pointed laziness or lack of drive as the primary culprit.
The psychology behind the struggle
A common thread among failed resolutions is the disconnection between the goal and the individual’s deeper motivations or values.
As Micallef suggests, “People who don’t succeed with their resolutions usually lack readiness for change for good reason. Perhaps this is because the harmful habits they have developed are actually keeping them afloat during difficult times.”
Goals driven by guilt, societal pressure, or superficial ideas are less likely to stick. Instead, Micallef suggests focusing on resolutions that aligns with your values and lifestyle.
“If you simply want to go to the gym more ‘to look better’, what does that mean? Better for who?”
Reframing a fitness goal as ‘building the strength to play with my kids’ can make it more meaningful and easier to work towards. On the other hand, unrealistic resolutions often stem from unresolved issues. Harmful habits can turn into coping mechanisms to provide stability during tough times.
Cognitive Behavioural Therapist Leanne Alston, of Well Minds Psychological Therapy Service, agrees: “People often set goals aligned with their values or current capabilities.”
Instead of setting vague intentions like ‘losing weight’, Alston recommends SMART goals: specific, measurable, achievable, relevant and time bound. A clear plan to ‘lose two pounds a month’ is far more achievable than a long-term desire to ‘get fit’.
The origins of New Year’s resolutions go back to the Ancient Babylon’s, who made pledges to stay in their God’s favour. Similarly, the Romans used the start of January to honour Janus, the two-faced God, by reflecting on the past and planning ahead. These traditions remind us that resolutions work best when tied to meaningful commitments and thoughtful reflection.
A market built on broken promises
The struggle to keep resolutions is no secret – and businesses are cashing in.
“Businesses profit because people struggle to maintain goals without seeing immediate rewards.” Alston explains.
Promises of rapid results, such as ‘lose X pounds in six weeks’, are designed to appeal to a society obsessed with instant gratification and enables businesses to capitalise on a lack of patience.
According to a 2023/34 PureGym business report, 85% of the busiest days fell in the 3.5-week period between the 16th of Jan and 8th Feb, whereas 30% of the least busy days of the year (of the last 2 years) fell in December – a time when many memberships remain active but underutilised. This trend highlights how businesses benefit on the motivation spike following New Year’s, with gyms reaping the benefits of customers paying for memberships they rarely use.
Breaking the cycle
So, how can we set ourselves up for success? Both experts agree that self-compassion and realistic expectations are crucial.
Micallef advises asking yourself why you want to change: “Is it for yourself, or to fit into an aesthetic ideal of perfection?”
Here’s how you can transform those New Year’s resolutions into lasting habits. Start by choosing a goal that aligns with your lifestyle—not just what you ‘want’ to do. Set a clear timeline with specific, manageable steps, and remember to start small.
Changing daily habits gradually, rather than taking on too much at once, increases your chance of success. Keep yourself motivated with tools like mood boards and weekly progress tracking, and most importantly, do it for yourself. People often fail because they lose focus or motivation, so remind yourself regularly why you started and how it benefits you.
As the statistics show, most resolutions fail – but they don’t have to. By rethinking why and how we set goals, we can start 2025 with a more realistic approach to self-improvement. So, what will your New Years Resolution be?
Featured image taken by Harleen Uppal
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