September may be for resets, but October is where it really counts. The challenge now isn’t starting fresh, it’s keeping momentum to finish the year stronger than you started. Q4 isn’t about clean slates, it’s about lasting impact, writes Rachel Kerrone, Brand & Marketing Leader, and former Marketing Director at Starling Bank. 

Everyone’s been talking about the ‘September reset’. Social feeds have been full of fresh intentions, clean slates, and promises of new routines. And it makes sense - September is the ultimate reset moment: kids back at school, seasons shifting, and both consumers and marketers finding their stride again.

But the truth is: resets are easy. Momentum is hard. By the end of September, the reset is over. The question is: what will you do with it?

October is where it counts. This is when you take the energy of the reset and turn it into something that lasts. Because in Q4, it’s not about starting again, it’s about keeping momentum and finishing the year stronger than you started.

Consumers Have Already Reset

For the audiences we’re marketing to, September has already reshaped behaviour. You can see it everywhere:

  • Supermarkets moving from BBQ season to “back to routine” campaigns.
  • Fitness and wellness brands launching 30-day challenges and reset routines to help people get back on track after summer.
  • Banks nudging people into budgeting and savings mode.
  • Fashion houses positioning autumn wardrobes as part necessity, part psychological lift.
  • And already, retailers and travel brands are planting the seeds for the winter holidays - reminding us that the next big cultural and commercial moment is just around the corner.

For brands and marketers, this isn’t about joining the reset conversation, it's about showing up in October and beyond with relevance and momentum.

How to Stay Energised in Q4

Here’s how you can turn that September reset into habits and focus that will sustain your energy through Q4 and beyond:

  • Stay visible. If September was about resetting your rhythm, October is about showing up consistently. Share your wins, your ideas, your perspective. Visibility isn’t vanity - it’s currency. And visibility is your Q4 superpower.
  • Network with intent. Coffee chats, industry events, even a quick message to someone you admire. October is the perfect time to reconnect and build relationships that will carry weight in 2026.
  • Level up. The marketers who thrive in Q4 are the ones who didn’t just reset, they reskilled. Whether it’s getting sharper on AI, data, or leadership, keep building the skills you’ll need in 2026.
  • Prioritise impact. September cleared the decks. Now focus on the work that really moves the dial. If it doesn’t, park it. Q4 rewards clarity, not clutter.
  • Plan for what’s next. The boldest marketers aren’t just fighting fires - they’re already anticipating what 2026 could look like. That means modelling different futures, staying alert to shifts in behaviour, and shaping strategies that put you ahead of the curve.

From Reset to Reality

Let’s be honest: the squeeze is real. Many of us are carrying more pressures with fewer resources, balancing home with work demands, with the fear of restructures looming for some. That’s why the smartest move now isn’t to push harder, it’s to refocus. To turn clarity into momentum.

The marketers who will win in 2026 aren’t the ones who simply joined the September chatter - they’re the ones who will carry the intentions forward, turning them into visibility, focus, and energy through Q4 and beyond.

So use this as your opportunity: keep the momentum, and set yourself up for a stronger 2026.

Rachel will write for MAD//Insight throughout the year.