We tend to think of time as linear. But psychologically, we experience it in chapters—distinct segments that help us track progress, set goals, and reframe who we are.
These transitions—what behavioral scientists call temporal landmarks—don’t just help us measure time. They motivate behavior, creating windows when people are more willing to change, commit, or start something new.
This phenomenon, known as the Fresh Start Effect, is a powerful but underutilized insight in marketing and customer experience strategy. When you align your campaigns with moments of transition, you’re not just showing up—you’re showing up at the exact time people want to change.
Let’s unpack how this works and how to leverage it for smarter, more human-centered marketing.
What Are Temporal Landmarks?
Temporal landmarks are points in time that feel symbolically meaningful—dividing one chapter of life from another. These can be:
-
Calendar-based: New Year’s Day, the start of a week, a birthday, or fiscal Q1
-
Seasonal: Back-to-school, spring cleaning, summer travel, year-end reflection
-
Personal: Starting a new job, moving to a new city, a promotion, a breakup, or a diagnosis
These moments create a psychological boundary between “the old me” and “the new me.” That shift opens a motivational window—one where people are more receptive to new goals, new habits, and yes, new purchases.
The Science Behind the Fresh Start Effect
Behavioral researchers Hengchen Dai, Katherine Milkman, and Jason Riis found that people are significantly more likely to take action around temporal landmarks—from setting fitness goals to enrolling in financial plans.
Why? Because these moments allow us to:
-
Mentally separate our current selves from our past failures
-
Feel a renewed sense of agency and control
-
Imagine a cleaner, more aspirational identity
This makes people more likely to start something new, follow through on intentions, or try something they’ve previously put off.
In marketing terms, that’s the perfect moment to introduce a new product, offer a guided experience, or reframe your brand as a partner in transformation.
How to Leverage Temporal Landmarks in Campaign Strategy
1. Time Your Messaging Around Shared Landmarks
Calendar-based transitions are predictable and easy to build around:
-
New Year: Goal-setting, resolutions, transformation
-
Q1 / Q3 Starts: Fresh business cycles, planning tools, performance resets
-
Mondays: The most overlooked fresh start—ideal for productivity, wellness, and mindset content
-
Back to School / Seasonal Changes: Useful for lifestyle shifts (organization, wardrobe, health, routines)
Example:
A project management platform launches a “Reset Your Workflow” campaign every first Monday of the month—tied to a one-click audit tool. It’s not just a feature launch. It’s a moment of identity alignment: “This is the month I get organized.”
2. Create Campaigns Around Internal Temporal Landmarks
Don’t wait for the calendar. Create personalized fresh starts based on customer behavior and lifecycle data.
Examples include:
-
“It’s been 3 months since you joined—ready to take things to the next level?”
-
“One year ago today, you started your journey with us. Here’s how far you’ve come.”
-
“Welcome to your first week—unlock your next milestone here.”
These cues feel intimate, timely, and deeply relevant—because they reflect the user’s own context, not just a generic marketing calendar.
3. Reframe Your Offers as Turning Points
Product features and discounts may be valuable, but they’re rarely motivating on their own. A temporal landmark gives context—it makes the timing feel right.
Turn this:
“Get 15% off our productivity suite”
Into this:
“Start your week strong—get 15% off the tools that power your best work”
This small shift reframes the offer from a deal to an invitation—an opening to a better version of the user’s future self.
4. Design Journeys That Reinforce Progress, Not Perfection
Fresh starts are appealing because they offer forgiveness—a way to reset and keep going after setbacks. Build your CX and retention strategies around progress-based engagement, especially after periods of inactivity.
Examples:
-
“Missed a few workouts? That’s okay—your next streak starts today.”
-
“Your learning dashboard is waiting. Pick up right where you left off.”
-
“Ready to build a better routine? Let’s begin again.”
This approach reinforces momentum without guilt, increasing reactivation and strengthening brand connection.
What to Avoid
The Fresh Start Effect is powerful—but it only works when paired with authentic value. Avoid:
-
Manipulating people into action with false urgency
-
Launching campaigns without considering emotional timing
-
Repeating the same “reset” message too frequently (which dilutes the impact)
This isn’t about creating pressure—it’s about aligning with real moments when people are already motivated.
Final Thoughts: Right Message, Right Moment, Right Mindset
Fresh start psychology reminds us that people don’t change behavior randomly. They change when their sense of identity is shifting—and they’re looking for tools, partners, and brands that help them follow through.
By designing your campaigns around these natural inflection points—calendar-based or personally generated—you align with how people actually think, decide, and grow.
So the next time you’re planning a launch or writing an email, ask:
“Is this just a good message?
Or is it arriving at the right psychological moment to move someone forward?”
Because timing isn’t everything—but in behaviorally smart marketing, it’s the multiplier.
