The September Reset: Why Brands (and People) Should Treat September as the New January

January might get the headlines, but it’s a pretty miserable month to make big changes. We’re exhausted, wallets are tight and most of us are just trying to survive that post-Christmas slump. That’s why it’s so hard to get those new year resolutions to stick.

For me, September is the real New Year. Think about it. After summer we come back with new energy. We’ve been away, out of routine, discovering things we didn’t know we needed - whether that’s a new flavour picked up on holiday, a trend spotted at a festival or simply the spark that comes from stepping away from our normal day-to-day. Then September hits, kids go back to school, offices fill up again and suddenly there’s a sense of normalcy - but it’s a new normal, one that we’re shaping with the ideas and inspiration we’ve brought with us.

That’s why brands use September as their real launchpad. At Pret A Manger, September was always the moment to land new menus, because customers were open to trying new things. At Mindful Chef, we see the same thing: people are ready to shake up their cooking routines and try a new recipe box, but without the guilt or pressure of January. September has curiosity without the baggage. It’s the point in the year when audiences are most receptive to fresh habits - and when design and creativity really pay off.

Even culturally, the city seems to understand this rhythm. London Design Festival takes over every September, filling the capital with installations, new conversations and innovation for the future. What excites me most is how quickly those “big ideas” filter into the everyday - the packaging you pick up in a supermarket, the signage in a café, the little UX tweaks that make an app easier to use. September is when these creative shifts show up first, before they become mainstream.

The September reset matters because it’s about momentum, not pressure. It’s a chance to refresh one thing, to fix one friction point, to take one idea and test it. It’s why brands that lean into September end up stronger heading into the final quarter. And it’s why, personally, I always see September as a better time to define what I want from the year ahead. January comes with pressure, whereas September gives permission to change it up. It’s the sweet spot where creativity, customer openness and cultural energy collide. That’s why the smartest brands don’t wait until New Year to launch something new - they reset in September. And maybe the rest of us should too.

ABOUT THE AUTHOR

Richard Brownlie-Marshall

Designer & Creative

Richard Brownlie-Marshall is a multidisciplinary creative and brand leader whose career spans the worlds of food, lifestyle and entertainment. Currently Head of Creative at Mindful Chef, Richard has led impactful partnerships with brands including LEON, Deliciously Ella and Gymkhana - helping shape the brand’s voice in the highly competitive recipe box market. Previously, Richard has worked globally for Pret A Manger, where highlight projects included the launch of Veggie Pret and the brand’s first foray into supermarkets and retail. He has also appeared on screen as a brand expert on Gordon Ramsay’s Food Stars and hosted a Disney Parks UK series as the “Go To Guide” for Disneyland Paris. Known for his distinctive blend of commercial and creative, Richard specialises in turning strategy into standout storytelling.

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