The Great Lock-In: What This Gen Z Trend Can Teach Us

If you’ve been on TikTok recently, you’ve probably seen videos about “The Great Lock-In”. You know…another one of those winter arc, 75 Hard-esque challenges. But here’s the twist: this one isn’t just about fitness.

The idea is simple: pick an area of your life you want to focus on: fitness, professional growth, habit building, or mental health. Instead of following a strict playbook, use the stretch from September 1st to December 31st to “lock in” and implement the changes you want to see.

As someone working in PR, I see this as more than just a TikTok challenge. It feels like a social cue, a reflection of where our audiences are today, and it’s something we should be paying attention to. Imagine if brands adopted this same mindset and used this time to build stronger connections with their audiences? What this trend shows us is that people are looking for a fresh start now, not later,  and they want the brands they know and love to show up with that same energy.

Here are some key takeaways from this trend that we, as an industry, can learn from and apply:

Lean into timing.

Consumers are craving something fresh now. For PR pros, it’s a reminder to think beyond traditional calendar moments. Why wait until January for a “new year, new me” mindset when audiences are looking to have a fresh start now?  Instead of leaning your campaigns on New Year’s Resolutions, position your brand as the partner for an end of year lock-in. 

Authenticity is key.

Unlike its predecessors (75 Hard, Winter Arc), The Great Lock-In isn’t about sticking to a rigid playbook, it’s about making your own rules. That flexibility is exactly why it feels more approachable and authentic. Brands can take the same cue: instead of only showcasing the polished end product, lean into the behind-the-scenes, the in-progress updates, and even the occasional misstep. Audiences connect more deeply when they see the journey, not just the highlight reel.

Community is powerful.

The challenge thrives on collective accountability. For brands, it’s a cue to create spaces, digital or physical, where audiences can come together, share progress, and feel part of something bigger than themselves.

Nostalgia sells.

We’ve heard it before, but it still rings true: people love nostalgia. The lock-in taps into that back-to-school, fresh-start feeling that’s familiar and comforting. Pairing this energy with modern aspirations can make campaigns feel both familiar and inspiring. 

Momentum is the long game.

The biggest opportunity? Bridging lock-in energy into the new year. Follow-up campaigns can help audiences carry their progress into January, positioning brands as partners for sustainable growth, not just seasonal hype.

In short: The Great Lock-In isn’t just a viral TikTok challenge. It’s a reflection of how Gen Z approaches growth: timely, communal, authentic, and adaptable. For PR pros, it’s a cue to apply the same mindset and create campaigns that resonate long after the trend fades.

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Written by: Gabrielle Telemaque