Every new year carries a silent promise: the feeling that, this time, something will truly change.

We set goals, make plans, feel renewed energy. It seems like the past is behind us and that, finally, we have a new chance. But, a few weeks later, the excitement fades, old habits return, and frustration sets in.

If you've ever experienced this cycle, know one important thing: it's not a lack of discipline or willpower. There's a well-documented psychological phenomenon that explains this movement exactly: it's called Fresh Start Effect.

In this article, we will understand what this effect is, why it works so well initially, why it fails to sustain change, and, most importantly, how to intelligently use this psychological window to generate real and lasting transformation.

What is the Fresh Start Effect?

THE Fresh Start Effect It was conceptualized in 2014 by researchers. Hengchen Dai, Katherine L. Milkman and Jason Riis, in the article The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior, published in the scientific journal Management Science.

Simply put, the concept describes how temporal milestones—such as the start of the year, birthdays, Mondays, or new cycles—significantly increase motivation for aspirational behaviors.

In other words, the brain interprets these moments as psychological breaking points, separating the "past self" from the "future self." This symbolic separation reduces the emotional weight of past mistakes and creates a renewed sense of identity.

Temporal markers and psychological identity

The most interesting aspect of the Fresh Start Effect is not the motivation itself, but its impact on identity. Thus, when a temporal milestone occurs, the brain creates an implicit narrative:

“That's in the past.

Now, I can be a different person.”

This mechanism works because our minds organize life into chapters. In other words, a new year, a new job, a new month, or even a Monday, function as mental markers for a fresh start.

This explains why so many people decide to start a diet on Monday, resume exercise at the beginning of the month, change habits on their birthday, or redefine goals in the new year.

The brain loves symbolic structures. They provide a sense of control, order, and possibility.

Why does Fresh Start Effect work so well at the beginning?

In this sense, in the first few days after a time milestone, three factors align:

1. Emotional distancing from the past

Past mistakes seem less relevant. Guilt diminishes.

2. Increased aspirational self-image

A person connects with whom wants to be, Not who it was with.

3. Temporary reduction of self-sabotage

The initial enthusiasm fades, albeit momentarily., limiting beliefs.

In this state, healthy decisions seem easier. Thus, the brain enters a mode of openness and possibility.

But this state it is not permanent.

The problem: why doesn't the change hold?

Here's the part that almost no one explains. The Fresh Start Effect activates motivation, but it doesn't reprogram deep mental patterns.

After the initial enthusiasm fades, the brain reverts to operating in default mode, guided by old habits, limiting beliefs, emotional memories, and automatic responses from the limbic system.

Thus, thoughts such as the following arise:

• “"Maybe I'll start next week."”
• “"Today is not a good day."”
• “"I always give up anyway."”
• “"I'm not consistent."”

Change fails not because the person doesn't want it, but because the internal system hasn't been updated.

The trap of "now it's going to work"“

There is a very common emotional pattern:

1. Initial enthusiasm
2. Minor flaws
3. Self-criticism
4. Frustration
5. Abandonment
6. Blame
7. New attempt at the next timeframe

This cycle creates a silent and dangerous identity: "I start well, but I can never sustain it."“

Over time, the problem ceases to be the habit itself and becomes one's belief about oneself.

Fresh Start Effect and neuroplasticity

On the other hand, the Fresh Start Effect creates a window of neuroplasticity Emotional. Therefore, during moments of new beginnings, the brain is more receptive and the prefrontal cortex participates more. Consequently, the mind becomes less defensive and there is greater openness to new internal narratives.

In other words, the Fresh Start Effect isn't the change itself, but it's the gateway to it.

But crossing that threshold requires a method.

Awareness: the first step to sustaining change.

Without conscious awareness, the brain operates on autopilot.

This is where the mindfulness As a foundation. After all, mindfulness allows you to observe thoughts, emotions, and impulses before reacting to them. This creates a fundamental space: the space between stimulus and response. And it is in this space that real change begins.

Mental reprogramming: where change takes hold.

If motivation begins, awareness observes. And reprogramming sustains it.

And Neuro-Linguistic Programming (NLP) techniques help to identify limiting beliefs., resignify Past experiences, altering automatic patterns, and weakening negative emotional associations.

Without this internal work, the brain will always try to return to the familiar—even if it is uncomfortable.

Positive psychology: the direction of change.

So, it's not enough to break away from the old pattern. You need to know where you're going.

Positive psychology comes into play to strengthen empowering emotions, develop purpose, create a sense of progress, and build a healthier emotional identity.

Sustainable change is not just about correcting mistakes, it's about building meaning.

The triad of sustainable transformation

When we look at the Fresh Start Effect in depth, it becomes clear that real change happens when three pillars come together:

• Fresh Start Effect → Open the window
• Mindfulness → creates awareness
• NLP + Positive Psychology → reprogram and redirect

This integration transforms one-off restarts into continuous evolution.

“"The Fresh Start Effect explains why we feel the urge to change at new beginnings, but sustaining that change depends on reprogramming mental patterns, emotional awareness, and clear direction."”

How to use Fresh Start Effect intelligently.

Instead of relying solely on initial excitement, use a timeframe to begin, apply awareness to observe resistance, restructure beliefs as soon as they arise, build small, sustainable commitments, and focus on identity, not just goals.

Ultimately, starting over is an event. And sustaining it is a process.

In conclusion: starting over isn't the problem.

The problem was never starting. On the contrary. The problem was always trying to move forward with the same mindset as before.

The Fresh Start Effect shows that the brain loves fresh starts. On the other hand, it also loves familiar patterns.

True transformation happens when we use a fresh start as an entry point—not as an empty promise.

Ultimately, change is not an act of force. It is a process of awareness, reprogramming, and direction.

Questions and answers about the Fresh Start Effect

1. Does Fresh Start Effect work for everyone?

Yes. It is linked to the basic workings of the human mind and how we organize time psychologically.

2. Why does the initial motivation disappear?

Because old emotional patterns and limiting beliefs regain control when they are not consciously addressed.

3. Is the Fresh Start Effect enough to change habits?

Not alone. He starts the process, but he doesn't sustain the change.

4. How to maximize the Fresh Start Effect?

Uniting awareness (mindfulness), mental reprogramming (NLP) and emotional direction (positive psychology).

5. Can I create my own restart milestones?

Yes. New symbolic cycles can be intentionally created to activate this effect.

Image: Freepik

Marcel Castilho

Marcel Castilho is an expert in neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in NLP – Neurolinguistic Programming. As the owner and founder of the communications agency VeroCom and also of the digital agency Vero Contents, he has been studying human behavior for over 30 years.