New Year, New Systems: Why 2025 Could Be Different

Thanks for checking out our first newsletter of the year. Etiquette experts suggest you can no longer say “Happy New Year” after mid-January. On Season 11 of Curb, Larry David said the expiration date is January 11th. So, whether you listen to Larry or the experts, we can no longer say Happy New Year. But we can still talk about New Year’s resolutions. I know this has little to do with marketing or advertising, but I still put this in the Soul & Science bucket because this is about maximizing your performance this year.

How many Americans even make New Year's resolutions?  The answer is 39%. But among the 18-34 year old demographic, 60% still make resolutions every year. As we age, we tend to make fewer and fewer resolutions. I suppose as we get older, we get wiser and lazier. But the real question is how many people keep them? 87% start January feeling confident they'll stick to their goals. However by February, a stark 78% have typically already fallen off track and given up.

According to a recent YouGov survey of 1,000 people, here's what Americans are focusing on in 2025:

1. Saving more money

2. Exercising more

3. Improving health

4. Eating better

5. Being happy

So, being healthier, happier, and wealthier. This checks out. 

Here comes the kicker: Columbia University found that less than 10% of people achieve their New Year's resolutions. 

So, how can you be in that 10%? How can you make your resolutions stick past January? 

As I set my own personal and business goals for this year, I revisited "Atomic Habits" and realized that the problem isn't you or me – it's your system. Consider this: 95% of our daily actions are habits, yet we obsess over big goals instead of the small actions that get us there.

Four Keys to Lasting Change

1. Make It Obvious

Forget vague intentions like "exercise more." Instead, place your workout clothes by your bed each night. Your environment shapes behavior more powerfully than motivation ever will. So 4 days a week, I prep my workout gear the night before, for example. 

2. Make It Attractive

Start small. Want to read more? Begin with just five pages a day, not an entire book. Pair it with something you already enjoy – like your morning coffee ritual. Instead of saying that you want to read more, make a clear goal like to read 5 pages a day or 12 minutes a day.

3. Make It Easy

Systems trump outcomes. Looking to save money? Set up automatic transfers on payday. Remember: The best habit is the one you maintain. 

4. Make It Satisfying

Track your progress visually. Use a habit tracker. Celebrate small wins. These immediate rewards sustain you until the bigger payoffs arrive.

Here's the truth: You don't rise to the level of your goals. You fall to the level of your systems. That's why I'm focusing less on massive goals and more on tiny, consistent improvements. A 1% better choice each day compounds into transformative change over a year to actually reach your goal. 

As James Clear puts it, "goals are good for setting a direction, but systems are best for making progress."

What small system change could transform your goal-setting and resolutions for 2025? Break down your big goals into small achievable steps.

As Seen In…

72 Ad Execs Predict 2025 Marketing Trends - And What They Want for the Industry’s Future

From The Soul