2026 New Year’s Resolutions: Has the Mood Soured?

Last year, New Year’s resolutions declined. This year? The mood’s soured. 

While conversation volume remains steady, sentiment has shifted. People are still setting New Year’s goals, but they’re doing so with more skepticism than in previous years. The desire for self-improvement hasn’t changed – but confidence in it has.  

So, what does this growing resolution fatigue tell us about consumer expectations in early 2026? And how should brands be thinking about campaigns beyond the January rush? Let’s take a look. 

Are people still setting New Year’s resolution?

According the Brandwatch Consumer Research, conversations about New Year’s resolutions have remained pretty steady. In the week of January 1, there were 317k online conversations about goal setting – slightly up from 309k during the same period last year.   

But, while volume is similar, sentiment is shifting. Among sentiment-categorized mentions, negative sentiment is outweighing positive even more than it did last year. In 2026, 62.58% of sentiment-bearing mentions are negative, up from 58.25% in 2025. And positive sentiment has dropped accordingly. 

These negative mentions might indicate a growing distrust in the whole resolution-setting business. From some joking about already giving up to others discussing why they’re doomed to fail, one thing’s for sure: confidence in resolutions is lowering. 

That said, this resolution fatigue doesn’t mean disengagement – it indicates shifting priorities. Hundreds of thousands of people are still talking about their goals online. So let’s see what they’re prioritizing.  

The most popular resolutions in 2026

Using Brandwatch Consumer Research, we analyzed the most popular New Year’s resolutions in online conversations to see what people are focusing on.

Learning something new was the most-discussed goal online this new year – and one that’s topped the list for the last few year’s too. From learning an instrument to even learning how to simply be a better person, online chatter is rife with people looking to better themselves.

Travel takes the silver medal – even beating out exercise as the second most-discussed resolution. People are placing a huge focus on experiences, new adventures, and breaking out of usual routines. 

Health goals dominate the resolutions conversation too. With exercise, losing weight, and eating healthier all appearing in the top six, it’s clear that wellbeing remains front of mind – even if the way people talk about it is becoming more focused on habits they can actually sustain. 

Where resolution confidence is slipping

With negativity growing in resolutions conversations, some goals are inspiring more optimism than others. And interestingly, reducing screen time is leading the negativity curve. 

With 27% of mentions about reducing screen time skewing negative, it’s clear that many people are getting frustrated about their screen habits. And wanting less screen time is one thing – but believing it’s achievable is another.

This tension helps explain the rise of the “going analog” trend, too. People are sharing plans to cut back on screens through physical habits and offline alternatives. 

The trend is making headway on TikTok, with over 239k videos sitting under the hashtag #analog. Users are sharing tips like picking up non-digital hobbies and how to cut away from algorithms. 

As digital overload becomes harder to ignore, this creates a clear opportunity for brands. Brands that understand the limits of attention – and design with them in mind are sure to resonate. In a climate of screen fatigue, value isn’t just about being engaging. It’s about knowing when to step back. 

What does this mean for brands in early 2026?

This year’s resolution conversation tells a clear story. Consumers haven’t lost motivation, but they have started to lose patience. The shifts in overall sentiment show that people still want to improve, but they’re far less convinced by grand resets, rigid goals, or overnight transformations.

What’s changed isn’t ambition, but belief. People are still setting goals, but they’re choosing ones that feel achievable, flexible, and rewarding. At the same time, frustration is rising around goals that feel unrealistic or hard to sustain. That tension is showing up clearly in conversations about screen time, where aspiration often clashes with the reality of everyday life. 

For brands, this means it’s time to show up differently. Rising screen fatigue and the huge focus on travel in this year’s resolutions lists show that people are craving IRL experiences over constant digital campaigns. And marketers that acknowledge this reality are more likely to cut through. 

Resolution fatigue isn’t a warning sign – it’s a signal. And when it comes to screen time fatigue, what matters here isn’t being less digital – but being more intentional. Brands need to understand when attention is welcome, and when it’s not. 

TL;DR

People are still setting New Year’s resolutions, but sentiment is shifting. Consumers are prioritizing goals that feel achievable, from travel and wellbeing to manageable screen time habits. For brands, the opportunity isn’t pushing harder. It’s showing credibility, flexibility, and practical value in early 2026 campaigns.

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