F*ck New Year’s Resolutions: Set Intentions Instead
Why Your Resolutions Fail (and the $3 Billion Industry Betting on It)
Let’s get real: New Year’s resolutions fail—most of the time. Why? Because they’re rooted in outcomes, not intentions, meaning, or value. They demand massive, life-altering changes, often made when we’re at our least resourced: physically, emotionally, and mentally depleted from the gluttony, chaos, and joy of the holiday season.
I don’t know about you, but I am never fully resourced on January 1. Exhausted from holiday travel and, admittedly, a fun night out on New Year’s Eve, I’m far from ready to revolutionize my entire life the next day. This year, my husband and I spent New Year’s in Todos Santos, blissfully low-key and peaceful. And still, I feel no compulsion to map out a grand reinvention of myself.
Social media isn’t helping. My feeds are flooded with people summarizing their 2024 in 10 bullets/slides and charging into 2025 with massive, unrealistic resolutions. But these resolutions often lack a “why.” They’re rooted in a “what”—what we think we should do, what society expects us to fix, what capitalism feeds on as we scramble to become shinier, thinner, more productive versions of ourselves.
I am vehemently against it. And I encourage you to be, too.
Why Intentions Over Resolutions?
Every year, instead of resolutions, I set intentions—and two or three key words to guide me. Intentions aren’t about rigid outcomes; they’re about themes that reflect where you are and what you truly need.
This year, my themes are focus, rest, and authenticity:
Focus on my dreams and desires.
Rest to stay grounded and mindful (no burnout in 2025!).
Authenticity to remain true to myself and maintain that focus.
These intentions didn’t come from a place of punishment or guilt. They were born from self-interrogation and radical honesty about how I can be kinder to myself. Intentions aren’t about fixing your flaws—they’re about aligning with your values.
The Trap of Capitalism and Resolutions
The U.S. resolution industry is a well-oiled machine, generating billions of dollars every year. Fitness memberships skyrocket in January, with gyms reporting up to a 40% increase in sign-ups during the first few weeks of the year (!!!). Sales of self-help books and productivity planners spike as people scramble to “fix” their lives. And this year, I know diet plans like Whole30, NOOM, and (of course) Ozempic will see enrollment numbers soar.
In fact, studies show that nearly 80% of New Year’s resolutions fail by mid-February, leaving us right back where we started—only with less money in our bank accounts and a growing sense of “failure” and guilt for not “sticking with it.” It’s no coincidence that these industries capitalize on our post-holiday insecurities. After weeks of holiday indulgence, family drama, spending all of our money, we’re primed to feel inadequate and desperate for change, making us easy targets for marketing campaigns that promise quick fixes.
This cycle feeds into the relentless grind of consumerism, where our self-worth is tied to the products we buy and the external goals we set. Instead of aligning with our values or addressing what we truly need, resolutions often become a performance of self-improvement—a costly one at that.
By understanding the economics behind resolutions, I’m encouraging everyone can see them for what they really are: a capitalist trap that profits off our insecurities and sets us up for failure. It's time to reject these BS quick fixes and instead embrace intentional, meaningful growth that doesn’t depend on the latest fad or fleeting motivation.
My Invitation to You
This year, let’s DITCH RESOLUTIONS. Instead, take time to set intentions that reflect your values and guide your year with compassion.
To help you get started, here are 10 journaling prompts to guide your intentions:
What do I truly need more of in my life this year?
What values feel most important to honor in 2025?
Where in my life do I feel most out of alignment?
What habits or patterns do I want to release?
What would make me feel rested and grounded?
What does authenticity mean to me right now?
How can I show kindness to myself daily?
What small action can I take this month to support my long-term goals?
Where am I prioritizing others' expectations over my own needs?
What would make me proud of myself one year from today?
Let’s move into 2025 with intention, not obligation.
Let’s create a year that feels aligned, authentic, and abundant—one that honors who we are, not who the world tells us to be.