📬 A Quick Human Note from me, Sarah (Yes, Me, Not ChatGPT)

Last week, a kind newsletter reader called me out for using way too much AI in my newsletters. Which…fair. You're not wrong. 😅

Tough part is…there’s only one of me, and my team is slammed building tools, running panels, and decoding human behavior like it’s our job (because it is). It’s not easy to find ways to expand time…

That said, I do hear the call for more human connection, and I believe in reciprocity. So starting now, I’ll be adding a short personal note to every email, just like in the old days (does anyone remember the old content? Should I bring it back?)

I wanna start with some hope: if you're feeling the squeeze right now because of tariffs, rising costs, chaotic forecasting, or any of the other million-and-one things we’re dealing with in DTC, you're not alone. ❤️ This ecosystem is wild. The economy is strained. The future is uncertain. But from what we’re studying at Tether, this might be a pivotal moment for brands who know how to see opportunity in the dark.

In moments of uncertainty, brands that lean in (not retreat) tend to win long-term. Especially when they get smarter about how they market to their customers and how they message value. I’m grateful to be around good marketers like you who are getting creative with their strategies, cutting costs where necessary, and planning for the future…one ad at a time.

We’re in this together. Excited to learn more with you!

—Sarah

Now on to today’s insight:

Why Were People Making New Year’s Resolutions… in March?

Dex’s Insight: Resolution Season Just Got a Late Reboot 🦕

Alright, time for some real talk—I’ve been watching human behavior long enough to know resolutions usually die quicker than dinosaurs facing an asteroid. But something strange happened this year. Instead of fading away, people were dusting off and doubling down on their resolutions throughout late February and well into March.

This delayed spike wasn't random—it was a clear second-wave opportunity.

Here’s what went down:

🔮 The Signal: 

New Year’s resolutions didn't fade out by February—they reignited. Searches for “New Year Resolution” spiked significantly during late February and through March, disrupting the usual early-year trend.

📊 The Data Backing It: 

Pinterest Trends recorded a sustained surge in "New Year Resolution" searches deep into February and all through March 2025, vastly outpacing last year’s early drop-off. Consumers weren't quitting—they were recommitting.

🧠 Why Should Your Brand Care?

✅ Consumers showed extended interest in personal improvement beyond January—something not often seen within the consumer groups. Brands aligning with this delayed mindset can capture prolonged consumer engagement.

✅ Traditional "New Year" campaigns need updating. Brands agile enough to pivot messaging mid-cycle can harness renewed motivation and deeper connections.

✅ Self-improvement has become cyclical—not seasonal. Adapt or risk becoming irrelevant.

🛠️ Here’s How to Capitalize Moving Forward:

📈 Wellness & Fitness Brands: Keep messaging flexible with "It's Not Too Late to Reset" campaigns, emphasizing fresh starts year-round.

📈 Finance & Productivity Brands: Leverage "Second Chance Resolutions" messaging, motivating consumers who might’ve slipped earlier.

📈 Retail & E-commerce: Promote Spring Reset Bundles, tapping into consumers’ revived desire for self-improvement.

📈 Content Creators & Coaches: Focus content on goal revival, habit rebooting, and motivation strategies that speak directly to delayed resolution-makers.

🧬 Dex’s Psych Edge: 

This delayed resolution boom signals a deeper psychological shift—consumers crave flexibility and second chances. Brands that deliver on these emotional needs build lasting loyalty.

Keep Adapting, Keep Thriving Until next time—stay sharp, stay flexible, and avoid becoming another marketing fossil. More hidden insights coming your way soon.

🦖 Dex

Stay Ahead of the Next Shift

Book a call with Tether for psychology-backed insights before your competitors catch on. Dex can’t save every outdated strategy—make sure yours isn’t one of them.