What your brand needs to know about the psychology and persuasion around New Year’s resolutions as we head into 2026.

Every January, brands assume Americans are primed for sweeping change. New habits. New identities. New everything.

The data tells a very different story.

As we head into 2026, New Year’s resolutions are not a mass movement – they’re incredibly selective – uneven behavior shaped by realism, constraint, and personal priorities.

Only about one third of Americans say they’re very or extremely likely to set a resolution next year, while nearly half say they’re only somewhat likely or not likely at all. A quarter of Americans simply don’t set resolutions.  

The implication is clear: any strategy built on the assumption that “everyone resets in January” is fundamentally flawed.

Resolution culture is overstated – and generationally skewed

Participation in resolutions is inconsistent at best. Fewer than half of Americans say they set resolutions every or most years. Older adults are especially disengaged – nearly three-quarters of Boomers say they’re unlikely to set up resolutions at all.

Younger generations are more open to the idea, but even among Gen Z and Millennials, enthusiasm is far from universal. Resolution-setting skews toward people who are working, earning, raising kids, or otherwise still in a phase of life where change feels possible (and worth the effort).  

Why does this even matter? Fundamentally because it reframes resolutions from a cultural ritual to a situational behavior. People don’t opt out because they don’t care. They opt out because they simply don’t see the return.

Most Americans don’t want transformation – they want refinement

Among those who do plan to set a resolution, the dominant mindset is not total transformation – they just want to do better. They’re intentionally setting goals and genuinely wanting to improve, but in a manageable, realistic way.

Only 10% of Americans identify as “all-in overhaulers” – people seeking dramatic change. The majority see themselves as either small-steps strategists or reset-and-refresh minimalists, focused on incremental improvement or modest course correction.  

This shows up clearly in what people are prioritizing for 2026. The most common planned resolutions center on physical health, financial stability, and mental or emotional well-being. They’re not frivolous goals; they’re pragmatic ones.

Even the language people use reinforces this. The most common “resolution vibes” for 2026 are a “Money era” or a “Glow-up era” – both rooted in a desire for improvement, not excess.

Motivation is internal (and fragile)

Why do people bother setting resolutions at all? Not because of social pressure. Not because of influencers. And not because a brand told them to.

The strongest motivators are deeply personal: wanting to feel better physically, feel better mentally, change habits, or start fresh. External encouragement barely registers.  

But that motivation is fragile. When resolutions fail, it’s rarely due to apathy. The biggest barriers are lack of motivation over time, financial constraints, and the unexpected happens.

This is a critical insight for brands: Willpower alone is not the problem. Friction is.

People say they’d be more likely to succeed if they had financial stability, resources, or a support system. In other words, resolutions don’t fail because people don’t care – they fail because people don’t care – they fail because life gets in the way.  

Health resolutions succeed with structure, not spectacle

Health is the most common resolution category, but the tactics people plan to use are revealing.

Those pursuing physical or mental health goals are far more likely to rely on small milestones, healthier food choices, routines, and progress tracking than on expensive tools like gym memberships or personal trainers.  

“Healthier” itself is loosely defined. For most, it means drinking more water, cutting back on sugar, or choosing better-for-you options – not chasing functional ingredients or extreme optimization.

This again reinforces a broader theme: practicality wins. People are choosing options that fit into their lives, not disrupt them.

What this means for brands heading into 2026

The takeaway is uncomfortable but necessary...

Americans are not looking for reinvention narratives. They are looking for help navigating reality.

Brands that succeed in the resolution moment will do three things differently:

• Stop assuming mass motivation and plan for selective, uneven engagement

• Design for small wins, not dramatic transformations

• Reduce friction, whether financial, emotional, or logistical.

The resolution economy isn’t about inspiration: it’s about enablement.

For brands willing to meet consumers where they actually are – constrained, pragmatic, and focused on stability – January still matters. But only if we tell the truth about how people really change.

Looking for how to make your brand stand out in 2026? Try QuestDIY now.

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