Weather is everywhere. We choose our clothes, our transport and the places we go according to it… It is an essential part of our lives that conditions our decisions and behavior.
According to registered data, 2015 was the fourth warmest year in history. At the moment, we are experiencing the warmest year in decades. Not to mention last autumn, when thermometers reached 98 degrees Fahrenheit. All this has somehow changed our habits.
Weather is everywhere, not only in small talk, but also in deep conversations. We choose our clothes, our means of transportation and the places we go according to it. It is an essential part of our lives that conditions our decisions and behavior.
But how does it affect marketing? How do we adapt to these meteorological phenomena? Advertising and brands have to take into account climate as a fundamental factor affecting consumption. High temperatures and good weather benefit different high consumption products, as well as travel agencies, rentals, hotels, shops and the entire leisure sector (among other beneficiaries).
There is a logical reason for this:
- – Sunny days and good weather bring positive feelings.
- – When it rains we do not behave like we do in sunny days. We have different preferences.
Which sectors benefit from good weather?
1. Travel: July, August and September are the most popular months to go on vacation and enjoy the sun and the beach. Now, this offer extends to the whole year. Main beneficiaries include:
– Travel agencies: good weather increases the desire for going out and going on a trip.
– Airlines: airlines and other means of transportation increase their sales as a result.
– Rentals: the demand for car, bike and all kinds of vehicle rentals increases as soon as good weather arrives.
2. Hospitality: Patios and porches are full every time the sun shines. What else is affected by weather?
– Bars: they are always full on sunny days.
– Restaurants: they always get a lot of reservations on sunny days.
– Hotels: they have more chances of reaching full capacity the whole year, not only during peak seasons.
3. Leisure: we are more prone to go to concerts, theme parks or any other kind of entertainment places with good weather.
4. High consumption products. As we have explained above, meteorology can change consumer habits. Some products need to consider meteorology as an important variable:
– Food: we start to consume more ice-cream from 64 degrees Fahrenheit. The consumption of beer increases greatly too. As soon as thermometers reach 68 degrees we enjoy having barbecues.
– Beauty: special skin treatments for summer, like sunscreen, lip balm or after sun lotions are the biggest beneficiaries. Hair removal creams increase sales too.
– Pharmacy: the allergens appearing with high temperatures increase the sales of certain drugs.
But these are not the only benefitted sectors. Weather affects how we shop on the Internet, how we use social networks and how we receive advertisements. There is a whole new world of possibilities if you consider weather as a key factor during your marketing campaigns. Quoting Erwin Schrödinger: “The task is, not so much to see what no one has yet seen; but to think what nobody has yet thought, about that which everybody sees.”