Ever get to mid-July and come across your new years’ resolutions? The list on your Notes app stares at you, reminding you of promises to yourself that fell by the wayside. In the right mindset, it can shock us into a more realistic perspective. It reminds us that improvements can be made incrementally, and it reminds us that the perfect is the enemy of the good.
Maybe this did it for you; maybe it was the kids returning to school; or perhaps just the one thought: “it’s Q3 already?!”’ Rather than indulge in the naive dreams of January, a midyear reset grounds us to our achievable health and wellness goals.
But midyear resets aren’t just for individuals – they’re for health and wellness brands too. They are quietly powerful, low-pressure, and full of potential.
Why Mid-Year Resets Matter More Than New Year’s Resolutions
In January, we often set ambitious health goals without knowing the year’s challenges or the obstacles in our way. By mid-year, the pressure eases and late summer feels like a natural reset. With more data and clearer perspective, it’s easier to revisit goals, adapt, and be flexible.
For health and wellness brands, the same applies. Review January’s goals, assess what worked, identify what didn’t, and consider shifts in the market. In 2025, consumers are prioritizing personalized, preventive care and seeking brands that deliver authenticity and measurable value. Digital engagement remains key, but competition is rising. Successful brands are using AI strategically—balanced with human oversight—while leading with distinct voices, relevant content, and human-first storytelling across social search, UGC, and short-form video.
Step 1: Reflect and Reevaluate What’s Working
While consumers take a beat and reconnect to their health goals, it’s time for brands to do the same. Take a look at what your brand has achieved so far this year. August is the perfect time to comb through any campaigns and launches thus far, as well as consumer feedback relating to each and every one. Then track the course of your active campaigns, and ask yourself: Are you aligned with your original mission and KPIs? What has worked so far? What hasn’t?
Scour consumer feedback and find what’s making the biggest difference, why it matters, and how you’ll either maintain that or apply it more widely. Make sure to keep an open mind.
Step 2: Revisit the “Why” Behind Your Brand
Mid year presents an opportunity to reconnect with your brand purpose. With unexpected twists and turns, we can get strained or frustrated, losing sight of what we’re trying to accomplish in the first place.
As we put out fires and hop on opportunities, sometimes we lose sight of the bigger picture. In a time where authenticity is more important than ever to consumers, it’s essential to remain aligned with a clear brand purpose.
What are you doing for consumers? And is your messaging still resonating with your audiences’ evolving needs?
Just as individuals setting personal goals benefit from revisiting their motivations, the same goes for brands. When we’re focused on what matters to us, we do more intentional and effective work.
Step 3: Realign Goals to the Moment, Not the Calendar
Just like personal goals might no longer be relevant, your brand goals may need to shift.
Individually, we might revisit our goals and discover we now have newer, more important goals. We can also get more realistic, and adjust our goals to something more achievable while remaining challenging.
On a brand level, we encourage you to do the same. Have certain goals proved they wouldn’t benefit your brand as you once thought? Is a new opportunity more promising than one not bearing fruit? If you’ve underestimated or overestimated yourself, take note and adjust your target.
Step 4: Implement and Inspire Change Internally and Externally
While all brands can benefit from a midyear reset, health and wellness brands should lead by example and encourage their consumers to do the same. An initiative that invites participation can serve the dual purpose of reconnecting your community with their health goals and showing your brand’s intention to serve the community.
Evolt Health, for instance, declared July as Evolt Wellness Month, “a time of year where the entire fitness and health community rallies around resetting goals, tracking progress, and supporting transformation.” Participants track their progress through the brand’s app, creating a sense of community around seeking sustainable change.
What mid-year campaigns or check-in tools could work for your brand? Public accountability encourages people to take ownership of their health goals rather than fall into bad habits. Maybe your audience connects with live events, virtual challenges, or thoughtful content. Find what resonates, and show your brand value by making it happen.
You can also encourage your staff to participate, offering special discounts to help motivate and reinvigorate them as well.
Clients, consumers, colleagues, and the industry at large stand to benefit even more when we all see the mid year as a worthwhile checkpoint.
Step 5: Build Momentum Through Small Wins
Stay away from major overhauls. August resets are promising because they’re realistic and considered. Focus on small adjustments: short-form campaigns, refreshed messaging, simplified routines for staff and customers, etc.
It’s psychology; small wins just work better for humans. According to Forbes, the average new year’s resolution only lasts about two to four months. But, like psychologist Terri Bly notes, “humans [are] not wired to make big, sweeping changes.”
This applies to brands too. We of course don’t forget company goals the way we do individual ones, but we can get distracted on the way there. And the solution isn’t starting from scratch or trying something brand new. It’s small, deliberate changes implemented with care.
Remember, Mid-Year is a Leadership Opportunity
A mid-year reset isn’t just personal – it’s cultural, operational, and strategic. It’s a change to reinforce your brand values to both your team and audience, a moment to show up more meaningfully and encourage others to do the same.
At THE 3RD EYE, we’ve learned the second half of the year isn’t about perfection. It’s about presence, purpose, and progress. Reach out here if you need help re-evaluating and re-prioritizing this year.
