It happens every year. The clock strikes midnight, champagne flutes clink, and the sky erupts in fireworks. As the glitter settles and the first day of January unfolds, your inbox is suddenly flooded with emails proclaiming, "New year, new you!"—a relentless parade of offers and products claiming to be the key to transformation.
And here's the thing, these ads work. Even I, a professional copywriter who spends my days crafting messages just like those, find myself caught up in their allure.
Case in point: since the start of the new year, I've bought a hair dryer/brush combo to tame my frizz, started wearing "anti-wrinkle face stickers", and researched at least five new gym memberships.
So, what makes the promise of "New Year, New You" so irresistible? The answer might lie in a fascinating behavioural science concept: temporal landmarks.
What Are Temporal Landmarks?
Temporal landmarks, a concept first introduced by researchers in 2014, are special dates or events that give us a natural sense of a fresh start—a chance to reset, reflect, and begin anew. These moments can be universal, like the start of a new week, month, or season, or deeply personal, tied to our own experiences and memories.
For example, November 12th is a special day for me - a “double whammy” of a temporal landmark. It’s the day I met my partner and attended a live Q&A with one of my favourite filmmakers, S.S. Rajamouli, after screening his blockbuster film RRR. To others, it might just be a first date at the movies, but to me, it’s a time to reflect on love, connection, and creative inspiration.
These moments stand out because they break the flow of our everyday routines. They’re highly emotional and tied to who we are and what we value. Whether it’s a new year, a birthday, or a profoundly personal anniversary like mine, temporal landmarks allow us to pause, separate from past imperfections, and feel motivated to embrace the possibilities ahead.
Why Are Temporal Landmarks So Motivating?
Temporal landmarks can be incredibly motivating because they help us reset our mindset about our lives and focus on the future. They inspire us to think bigger, aim higher, and take those crucial first steps toward becoming the person we've always envisioned.
Researchers attribute this motivational power to the "fresh start effect"—a psychological reset that encourages us to reframe our goals and embrace transformation.
Think back to the moments that have nudged you toward change: starting healthy habits at the beginning of a new year, setting ambitious goals on a milestone birthday, or gearing up for a fresh summer glow.
These moments create a sense of renewal, motivating us to take action and move forward.
How Can Marketers Harness the Power of Temporal Landmarks?
Temporal landmarks create a sense of urgency and possibility—a mental divide between who we were and who we could become.
Marketers can leverage these moments to craft campaigns that resonate deeply, aligning messaging with the fresh start mindset these landmarks encourage.
Here are ideas to capitalize on temporal landmarks:
- Morning or Evening Rituals
Create campaigns around daily landmarks like mornings or bedtime routines, such as “Start your day with a boost” or “Unwind with us tonight.” - Monday Email Sends
Tap into the fresh start mindset on Mondays, when readers are more open to inspiration and new ideas. Try messages like “Make this week your most productive yet” or “Start strong with these tips.” - Payday Promos
Time campaigns around common payday cycles, encouraging customers to treat themselves or invest in something meaningful. - Playful Custom Birthday Songs
Celebrate your customers’ special day with a personalized and sharable birthday song that highlights their journey with your brand. Birthdays are natural fresh starts, and a cheerful tune can spark joy, reflection, and excitement. Pair it with a message like, “It’s your day—celebrate how far you’ve come and embrace the year ahead!” - Back-to-School for Adults
Launch campaigns targeting adults during the back-to-school season, framing it as the perfect time to learn something new or update their skills. - End-of-Year Checklists
Encourage reflection and planning with content like “Wrap up your year with these 5 tips” or “Set yourself up for success next year.” - “And the Award Goes To…” Campaigns
Leverage awards season buzz to recognize customers with virtual awards, such as “Best Self-Care Routine” or “Most Stylish Look,” paired with relevant product suggestions.
By aligning your campaigns with these meaningful moments, you can tap into the emotional power of temporal landmarks and motivate your audience to take action.
New Year, New Resolution: Time to Put Temporal Landmarks to Work
We all know how hard it is to stick to New Year’s resolutions—I mean, I’ve already quit one of mine (RIP wrinkle stickers). But here’s one resolution I’m determined to keep: using more temporal landmarks in my copy this year, and I hope you’ll join me.
P.S. I highly recommend watching RRR on Netflix—it’s a great time. Trust me, you won’t regret it
The author, pictured in her brief but passionate wrinkle sticker era.