As Sober October begins today, a new survey suggests most participants are chasing something deeper than a month off alcohol: better mental health. The September survey of 763 members of the Reframe community, released September 30, found that 82% cited improving their mental or emotional well-being as a motivation — the most common answer. Physical health followed at 63%, and 89% picked one of the two.

The irony is that the same pressures driving people to take a break may make it hard to stick with one. Among respondents motivated by mental well-being, 48% said stress would be their biggest challenge. Stress and social situations tied as the top anticipated obstacles overall, each cited by 41%. Just 19% planned to merely cut down, while 65% aimed for full abstinence, and 41% said they wanted to reevaluate their relationship with alcohol.

“People often picture Sober October as a test of turning down a drink at a party, but our community is telling us that the harder moments may be the quieter ones,” said Vedant Pradeep, Reframe’s co-founder and CEO. Stress, habit and familiar routines, he said, “create a powerful pull even when someone is deeply motivated to make a change.