As January rolls in, many see it as the perfect opportunity to reset, set new goals, and leave behind the challenges (and indulgences) of the previous year. However, this month can also feel like a harsh return to routine, with post-holiday work, colder days, and financial strains from Christmas spending. Whether we embrace it as a fresh start or view it with a bit of hesitation, one thing is clear: January brings a flurry of health and self-improvement challenges, many fuelled by social media campaigns, brand initiatives, and the pressure of New Year’s resolutions.
Among the most prominent are health-focused challenges like Veganuary and Dry January, which encourage people to overhaul their diets and lifestyles. These initiatives make their way into our feeds, conversations, and even the shopping aisles, as retailers and influencers urge consumers to rethink their habits. But with research showing an 80% failure rate for New Year’s resolutions beyond the 30-day mark, what is it about these January challenges that makes them so compelling? And do they inspire positive change or leave participants feeling overwhelmed?
Let’s explore Veganuary and Dry January, two of the most talked-about movements, to see how they shape consumer behaviour and health trends in the UK.