Every morning, I make the same coffee, scroll through my phone, and take the same route to work. I never really thought about how much I relied on routine—until I tried to change it.
Most of the time, I find myself doing the same things, following a routine, and enjoying familiar habits. Recently, I started thinking about this more deeply and realized that everything in life revolves around habits and routines. We wake up at the same time, go to work or school at the same hours, and follow structured schedules. Even trying to change a routine is challenging. It’s like deciding to sleep earlier. You lie in bed, unable to fall asleep because your body is used to a certain routine.
According to Dr. Carl Rosenberg, “Consistency is the most important factor in success. Sticking to the plan helps you get back on track faster” (Sleep Health Solutions Ohio, n.d.). Adjusting to a new sleep schedule, for example, takes about 10 days to two weeks.
Our bodies are wired for consistency, seeking comfort in daily habits. We return to familiar places and order the same coffee. We rewatch our favorite movies when we need comfort. We even follow the same skincare steps every night. We find relief in the ritual. This extends beyond personal routines.
Power of Habit in Marketing
From a marketing and brand perspective, brands leverage this psychological tendency to create lasting customer habits. Duhigg (2012) explains the habit loop theory of cue, routine, and reward, which helps explain why we develop brand loyalty.
Starbucks, for example, uses rewards and personalized offers to encourage habitual visits. Sephora’s Beauty Insider program keeps customers engaged through points and exclusive incentives, reinforcing repeated purchases. Brands aim to integrate their product seamlessly into consumers’ routines, becoming the go-to choice without hesitation. Psychological research shows that habit-driven behaviors are often unconscious. Once a brand becomes part of a consumer’s routine, they repurchase without much thought (Wood & Neal, 2009). This is why brands focus on embedding themselves into everyday habits rather than relying on one-time purchases.
Social media platforms and e-commerce brands further reinforce habits through notifications, limited-time offers, and streak-based rewards. Instagram and TikTok use algorithm-driven content. This encourages repeated engagement. Apps like Duolingo use streaks to keep users coming back daily. Brands leverage these tactics to ensure they are part of a consumer’s routine.
Subscription-based models like Amazon Prime, Spotify, and beauty box services create consumer habits by offering ongoing value in exchange for commitment. Once a consumer subscribes, the brand becomes part of their monthly routine, reducing the likelihood of switching to a competitor.
How Habits Have Shaped History
Humans have always been creatures of habit. Habitual behaviors have been essential to human survival, social structures, and cultural traditions throughout history. Early humans relied on routines, such as walking cautiously and using nonverbal communication, to avoid predators (JN Forensics, 2023). Aristotle emphasized that virtues are built through consistent practice, highlighting the role of habit in moral development. During the Middle Ages, Christian monastic life followed strict daily rituals. These rituals reinforced the power of habitual behavior (Mirage News, 2023).
Why We Crave Stability: The Comfort of Routine
Just as past societies relied on structured rituals, today’s habits are digital and convenience-driven. Today, our daily rituals, like checking our phones first thing in the morning, are modern extensions of this ingrained tendency. Following an exercise routine or scrolling social media exemplifies these habits.
As life moves forward and we try to keep up, people naturally look for stability, something familiar to hold onto. Whether we realize it or not, we find comfort in routine. Our brains are wired to stick to what we know. However, when we step outside our comfort zones by traveling, trying something new, or exploring different experiences, our brains change. They also adapt, allowing us to adjust to new challenges. This ability to rewire itself helps us think more flexibly, solve problems better, and even reshape our daily habits (Kim et al., 2011; Schmitz & Krämer, 2023). Interestingly, even creating new habits follows a pattern. The brain rewards familiar behaviors by releasing dopamine, reinforcing the habit loop and making repeated actions feel natural over time (Wood & Rünger, 2016). This chemical makes us feel good and motivates us to keep going. That’s why small, manageable changes are easier to stick to over time. Opting for the stairs instead of the elevator or staying hydrated with more water are examples of how tiny shifts can become second nature. When a behavior feels easy and rewarding, the brain reinforces it, integrating it into our routine (Clear, 2014).
When you think about it, routine is a part of us, and the habits we develop shape our lives. So, is it really possible to be spontaneous and make that a habit? Or is there a way to find comfort in the new things we adapt to?
Speaking for myself, I want to step out of my comfort zone while still maintaining my peace. I can watch the same TV shows, eat at the same sushi restaurant, and take the same routs every day. But I can also try new places, start different TV shows and movies each week, and make small changes. Maybe spontaneity itself can become a habit—one where I learn to embrace the unfamiliar while still holding onto the things that bring me comfort.
By embracing gradual progress and new experiences, we redefine our habits, expand our potential, and make adaptability second nature. After all, whether it’s a favorite coffee order, a skincare routine, or a daily walk, our habits shape our lives. The question is: Are we shaping them, or are they shaping us?
Stay tuned for more blogs where I share my thoughts on everything from lifestyle and marketing to everyday reflections!
melissaergun 
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