The Psychology of a Fresh Start
September 22, 2026
“Why fall can feel like a second New Year.”
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There is something about fall that naturally feels like a reset. Vacations wind down, children return to school, routines become more structured and businesses turn their attention toward the final quarter of the year. Behavioral scientists have found that this sense of a new beginning can actually influence motivation. In a widely cited study published in Management Science, researchers Hengchen Dai, Katherine Milkman and Jason Riis identified what they called the “fresh start effect.” They found that people were more likely to pursue personal goals following meaningful points in time—including the beginning of a week, month, year or semester, as well as birthdays and holidays. The researchers suggest these “temporal landmarks” can help us mentally separate our present selves from past shortcomings and refocus on larger goals.
That makes the beginning of fall an interesting psychological opportunity for business owners and professionals. Rather than waiting for January to make resolutions, September can serve as a natural checkpoint: What worked during the first nine months of the year? What needs to change? And what one or two priorities deserve our attention before December 31? The research doesn’t suggest that simply turning the calendar guarantees success, but it does indicate that a perceived new beginning can provide an extra push to initiate change. In business, where we can easily become buried in daily routines, sometimes a fresh start is less about starting over and more about deciding that today is a good day to begin again.
The Takeaway: Fall offers more than a change of season—it can be a psychological reset button for finishing the year with renewed focus and purpose.
