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Is it just me, or does this January feel less cliché-riddled than usual? Honestly, I haven’t received one email titled ‘New Year, New You’. At least not without irony.

Sure, my inbox is still packed with self-improvement-themed pitches, but there’s a shift in approach. Resolutions are out and ‘intention setting’ is in. Dry Jan appeals thanks to buzzy booze-like alternatives endorsed by the A-list. And ‘body neutrality’ – advocating a focus on function over looks – is replacing the drive for achieving both ‘body positivity’ and bodily perfection. It’s all a bit less virtuous, and I’m here for it.

I hope the progressive mood extends to ‘Blue Monday’, too. With zero evidence behind the concept (unless anyone knows otherwise?), scientists have called the calculation of what allegedly makes for the most depressing day of the year “farcical”.

Perhaps because… it was a publicity stunt? Apparently, the concept of Blue Monday comes from a 2004 Sky Travel press release – as you may well know. It was based on an equation by a tutor called Cliff Arnall who was linked to Cardiff University, before the institution distanced itself from the findings and their former staffer. The power of a PR, hey?

The anecdotal January blues may be A Thing, but marketing that risks trivialising mental health should not be. If anyone’s coining a reputable – and more inspiring – alternative to ‘Blue Monday’ this year, I’m all ears

What Bridget Thinks…

“I’m getting lots of press releases hooked on the Pantone Colour of 2023, but this one stood out. I like the clicky sell (“Revlon Welcomes You to the Magentaverse!”) and the skinny on each product featured. One lippie is TikTok trending, while another is Vegan and “perfect for Veganuary”. Cute.”

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