Why good intentions don’t always turn into lasting habits

We’ve all been there: you set out with the best of intentions to eat better, move more, or get to bed earlier. You know these habits matter. You even want to do them. But somehow, the biscuits win, the sofa wins, the TV wins.

The frustrating gap between what we plan to do and what actually happens isn’t about weakness or willpower. It’s about how our brains weigh up the “now” versus the “later”.

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Why the “now” feels stronger than the “later”

Most healthy habits come with an immediate cost: think effort, time, or even discomfort. The benefits – more energy, better digestion, steady weight, long-term health – come much later.

On the flip side, less-helpful habits usually bring instant comfort or relief (a takeaway after a long day, a quick doomscroll on your phone), while the downsides – fatigue, bloating, regret – show up much later.

Our brains are wired to prioritise what feels rewarding now. That’s why the biscuit feels so tempting compared to the idea of healthy ageing in 20 years’ time. One is emotional and immediate; the other is logical and far away.

What this means for nutrition and health

The comfort impulse helps explain why it’s so easy to get stuck when it comes to food. It’s not that you lack knowledge or intelligence or motivation. You’re battling a biological system that’s tilted toward immediate rewards.

This is why:

• You can know what’s good for you but still reach for the quick fix.

• Habits feel easy to start but hard to stick with.

• Real-life stress, busyness, and tiredness push the “now” button even harder.

But it’s not a lost cause. Once you understand the pattern, you can start designing habits that work with your brain, not against it.

Making habits rewarding in the moment

The key is finding ways to make helpful choices feel easier and more rewarding right now – not just someday. That might look like:

• Adding immediate enjoyment: Pair a walk with your favourite podcast, or cook with music you love.

• Reducing friction: Keep quick, nourishing options at eye level in the fridge so the choice feels effortless.

• Using prompts and routines: A packed lunch ready the night before means one less decision when you’re rushed.

• Planning for pressure points: Notice when stress or tiredness drives your decisions and set up alternatives you’ll actually want.

Small shifts like these tip the balance so you’re not relying on sheer discipline. They make the “healthy” option feel good in the moment, not just in an abstract future.

Why this matters

If you’ve ever said “I know what to do, I just don’t do it” – you’re not broken. You’re human. The struggle isn’t over willpower; it’s your brain looking to get in rewards right away.

That’s why nutrition coaching isn’t about giving you more rules. It’s about understanding how your body and brain work, and helping you design habits that actually stick amidst the many demands life makes of you.

Because when habits feel doable and rewarding now, the long-term benefits finally get their chance to shine.

If you’re tired of feeling stuck in the “I’ll start again Monday” loop, let’s chat. Together we can build a plan that works for you, feels realistic today, and lasts far beyond tomorrow.