As the calendar shifts toward fall, a growing number of adults are adopting a trend known as the “winter arc” or “fall rebrand,” a self-improvement practice aimed at getting a head start on New Year’s resolutions before the new year begins. This phenomenon, gaining traction on social media platforms like TikTok, encourages individuals to create structured routines and set personal goals well ahead of January, typically around August or September.

Unlike the traditional surge of resolutions made in January, many people view the transition from summer to fall as a more natural and meaningful time for change. After years accustomed to school schedules anchored around this period, the early autumn months represent a fresh start for some. Kaylee Malcolm, a 24-year-old college student in Pittsburgh, described the motivation behind her winter arc as a response to the slowdown of spontaneous social activities after summer. “When it gets to winter time, I think routine and structure really helps,” she said, noting that adding disciplined habits like studying in cafes and working out with her fiancé helped fill a void where she once spent hours unproductively on her phone.

For Malcolm, her first winter arc last year was an effort to combat feelings of sadness linked to inactivity and lack of engagement during colder months. This sentiment resonates with others who seek ways to maintain well-being and motivation as social opportunities diminish and colder weather sets in.

Content creators on TikTok have embraced the winter arc trend with varying levels of seriousness, often providing frameworks for followers to join in. Lorraine Kamesha, a 42-year-old lifestyle content creator from Atlanta who focuses on middle-age audiences, recently launched a fall rebrand accountability group for individuals over 40. Kamesha shared her personal goals include walking a minimum of 8,000 steps daily and abstaining from alcohol amid her experience with perimenopause. While acknowledging that fall and winter are traditionally seasons for slowing down and “stocking up,” she emphasized that her approach was about adopting healthier habits rather than rejecting seasonal pleasures. “Instead of a pumpkin spice latte that’s 500 calories and looks like a milkshake,” she said, she prefers nutritious, high-protein, high-fiber soups with minimal added oils.

Similarly, Elizabeth Dampier, a 27-year-old marketing professional from Madison, Mississippi, described her winter arc as a strategy to ease into the new year by already having an established routine. “Getting started earlier just feels like a natural progression to get out ahead of it, to not have to put so much pressure when the new year comes,” she explained.

Together, these accounts highlight a widespread desire to bring intentionality and structure to daily life during the fall and winter months—seasons often associated with indulgence and hibernation—as a way to maintain momentum and improve mental and physical health before the calendar flips to a new year.