New Year, New Habits: How OOH captures the Fresh Start Effect

The psychology behind the Fresh Start Effect

Every January, gyms fill up, yoga mats roll out, and the phrase “New Year, New Me” makes its annual comeback. But what drives this collective motivation?

It all comes down to a psychological phenomenon known as the Fresh Start Effect.

Research shows our brains recognise moments like the start of a new week, month, or year as “temporal landmarks.” These are key moments in time that separate our “old selves” from our “new selves” - offering a psychological clean slate.

At these points, we’re more likely to reflect, refocus, and take meaningful action toward change. It’s why we’re 145% more likely to commit to new goals at the start of a new year, and why searches for “gym,” “diet,” or “exercise” spike every January.

Advertising and the Fresh Start Effect

The New Year is the most powerful temporal landmark of all. Unlike birthdays or anniversaries, it’s a shared cultural reset, when millions collectively reflect and set resolutions. For brands, this creates a powerful opportunity to connect with consumers who are at their most open and action oriented.

Wellness in 2025: From quick fixes to lifestyle investments

The Fresh Start Effect aligns perfectly with one of today’s most dominant consumer trends: the evolution of health and wellness.

Over the last few years, the fitness and wellness conversation has shifted from short-term goals to long-term lifestyle. People are no longer chasing “summer bodies”, they’re investing in holistic health, smarter technology, and sustainable routines.

• 90% of UK adults say that proactively managing their health is crucial for long-term wellbeing.

• 35% of Brits own a smartwatch or fitness band, with health tracking as their primary reason for use.

• 78% of gym-goers say exercise improves their mental health, 75% say it boosts confidence, and 66% say it helps them sleep better.

This mindset shift extends beyond physical fitness. We’re seeing growth in mental well being, meditation, nutrition, and even men’s skincare.

Advertising in January: The prime moment to inspire action

January represents more than a calendar change - it’s when intentions turn into actions. Data shows that consumer spend on nutrition and fitness rises by 6% in January, led by 18 - 34-year-olds prioritising wellness over nightlife.

Gym spending spikes 42% across January and February, signalling a critical moment when new habits begin to form.

This is the window where brands can make the biggest impact - helping consumers build and maintain new routines. Whether it’s a fitness app offering a free trial, a healthy food brand launching a January challenge, or a skincare company positioning self-care as a daily ritual, the opportunity is clear: if you can be part of a consumer’s “fresh start,” you can become part of their long-term lifestyle.

Why OOH is the perfect medium to capture the Fresh Start mindset

OOH’s massive weekly reach - more than 9 in 10 individuals - ensures brands are visible at the most influential time of the year.

During the Christmas-to-January transition, when people are out and about and thinking about change, OOH primes them for healthy life choices that carry through the year.

And the numbers speak for themselves:

• Wellness audiences are 69% more likely to research a product online after seeing an OOH ad.

• They’re 67% more likely to purchase a product or service online, and 74% more likely to talk about an OOH ad with friends.

• Health app users (like Strava) are 46% more likely to interact with brand pages after OOH exposure.

As people get back into their routines, OOH advertising naturally meets them in those moments, reaching consumers where decisions are made, and new habits take shape.

At Alight Media, our screens reach:

• 18 million people interested in health and well being

• 14 million who buy beauty products to feel better about themselves

• 9 million heavy users and 15 million light users of vitamins and supplements

That’s an audience already primed for action - making it an ideal moment for brands to connect and encourage change.

Why January gives brands a unique advantage

The Fresh Start Effect gives marketers a unique psychological window - a time when consumers are more open to change, more motivated, and more responsive.

Combined with today’s evolved approach to wellness, January offers a powerful opportunity for brands to build relevance and drive action.

And with its unmatched reach, contextual relevance, and real-world presence, OOH is the perfect medium to capture this moment, turning resolutions into routines, and awareness into long-term brand affinity.

Sources:

McKinsey

Boomerangmediagroup

Mintel

The Guardian

BRC

The Behavioral Scientist

Learn why we buy

Marketing Beat

Psychology Today

Xploregym

Route

TGI Consumer Data