Harnessing the Fall Fresh Start: Behavioural Insights in Stabilization Practice
- by Buoyancy Works
- |
- - 4 min read
Every September, the air turns crisp, backpacks appear on store shelves, and families across Canada brace for the back-to-school season. For many, this time of year signals renewal: new routines, new teachers, new beginnings. But for individuals and families living on the margins, fall can bring a wave of fresh stress—higher expenses for supplies and clothing, disrupted routines, childcare gaps, or even the sting of comparison as peers seem to glide smoothly into a new academic year.
It’s a moment that can feel overwhelming. And yet, behavioural science tells us that this same season can also be one of the most powerful opportunities for change.
The Fresh Start Effect—Why Timing Matters
Research by Hengchen Dai, Katherine Milkman, and Jason Riis (2014) coined the term “Fresh Start Effect” to describe how certain temporal landmarks—like New Year’s Day, birthdays, or the start of a new school year—help people psychologically separate from their past selves and re-engage with goals.
These moments act as psychological resets, increasing motivation and creating the sense of a “new chapter.” People are more likely to start gym memberships, commit to savings plans, or launch personal projects right after a fresh start milestone.
Importantly, the effect extends beyond New Year’s: studies show similar boosts around Mondays, first days of school, and even after personal events like moving homes or celebrating a birthday (Dai, 2015). Milkman and colleagues’ more recent work (2022) continues to show that framing a moment as a fresh start can reliably nudge people toward aspirational behaviours.
Fall Challenges in the Stabilization Context
For clients in stabilization programs, fall often intensifies existing pressures:
- Financial strain: Costs for school supplies, clothing, extracurriculars, or transit can derail already fragile budgets.
- Routine disruption: Parents must juggle shifting schedules, childcare gaps, or navigating new school systems.
- Emotional toll: Stress levels rise, and setbacks can trigger feelings of inadequacy or hopelessness.
These stressors are real—and they matter. Research in neuroscience and behavioural science shows that chronic stress undermines executive function, narrowing people’s ability to plan, prioritize, and follow through on goals (Mani, Mullainathan, Shafir, & Zhao, 2013; Babcock, 2018). In other words, the very skills needed to navigate stabilization are hardest to access when life feels most chaotic.
Reframing Fall as a Fresh Start
Here’s where the Fresh Start Effect can be transformative. By intentionally reframing fall not only as a time of pressure but also as an opportunity for renewal, advocates and coaches can help clients tap into a powerful psychological shift.
1. Anchor Conversations in the Season
- Frame September as a “new chapter,” parallel to students starting school.
- Ask: “What would you like this fall to represent for you?”
2. Pair Fresh Starts with Goal-Setting
- Evidence shows that goal-setting amplifies positive outcomes in economic mobility programs (EMPath, 2019).
- Encourage clients to set one or two manageable goals—like applying for a benefit, updating a resume, or creating a weekly budget—anchored to the start of the school year.
3. Create Micro Fresh Starts
- Not every fresh start needs to be seasonal. Frame each week or even each meeting as a “reset button.” This helps clients see setbacks as temporary, not defining.
4. Use Visual Cues and Ritual
- Just as children get new notebooks, provide clients with small fresh-start tools: a clean planner page, a fresh checklist, or even a visual tracker.
- These symbolic resets reinforce the psychological sense of beginning anew.
5. Celebrate Progress, However Small
- Acknowledge wins tied to fresh start framing. A client who files taxes in September could be recognized for “starting the school year strong.”
- Research shows that recognition reinforces momentum and increases persistence (Babcock, 2018).
What Managers Can Do
For organizational leaders, embedding the Fresh Start Effect into program design can strengthen engagement and outcomes:
- Schedule intakes or workshops in September and January to capitalize on natural fresh start energy.
- Train staff to use fresh start language and framing in client conversations.
- Align communications—social posts, newsletters, outreach materials—around seasonal resets.
- Evaluate outcomes by tracking whether clients who set goals during fresh start periods show higher follow-through.
Closing Thoughts
The back-to-school season can be one of the hardest times of year for families in crisis. But it can also be one of the most hopeful. By leveraging the Fresh Start Effect, advocates and managers in the nonprofit sector can help reframe this challenging season into a powerful opportunity for change.
As behavioural science reminds us: sometimes the calendar itself can be a tool for empowerment. And sometimes, the best way to support clients is to help them see September not only as a source of stress—but as a chance to begin again.
About Buoyancy Works
Buoyancy Works helps organizations help people. We partner with nonprofits, community agencies, and social enterprises to strengthen the way they deliver stabilization, navigation, advocacy, one-on-one coaching, and group programs.
Our platform gives staff an easy, real-time way to work alongside clients—setting clear goals, tracking progress across life domains, and sharing personalized tools that reduce overwhelm and build confidence. For clients, this means faster access to the right resources, more consistent support between meetings, and a clear, achievable path forward—no matter how complex their challenges.
For leaders, it provides the insight to see what’s working, spot early warning signs, and demonstrate impact to funders and partners. By blending behavioral science with accessible technology, we free up front-line staff to focus on human connection, while helping organizations expand their reach, improve client outcomes, and drive lasting economic and social mobility.
Learn more at buoyancy.works.
Acknowledgement
Portions of this article were developed with the assistance of ChatGPT, an AI language model by OpenAI, used under the direction of the Buoyancy Works team. Final content reflect the interpretation and decisions of the Buoyancy team.
References
- Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science, 60(10), 2563–2582. https://doi.org/10.1287/mnsc.2014.1901
- Dai, H. (2015). Temporal landmarks motivate goal initiation: Evidence from field and lab. Psychological Science, 26(12), 1927–1936. https://doi.org/10.1177/0956797615605818
- Milkman, K. L. (2022). The Fresh Start Effect: Motivational Boosts Beyond New Year’s Resolutions. In How to Change (Book Chapter).
- Mani, A., Mullainathan, S., Shafir, E., & Zhao, J. (2013). Poverty impedes cognitive function. Science, 341(6149), 976–980. https://doi.org/10.1126/science.1238041
- Babcock, E. D. (2018). Harnessing the Power of High Expectations: Using Brain Science to Coach for Breakthrough Outcomes. EMPath.
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