How does the climate affect our mood and habits? Here are the benefits of taking advantage of the weather in marketing

July 25, 2016 Back to blog

Our emotions are not numerical and, therefore, it’s difficult to measure them.” However, we cannot lose our views and predictions of the weather when selling our products. “These will give us clues to knowing a little bit more about our consumers.


According to Shawn Achor, “when we are happy – when our mood and our attitude are positive – we are smarter, and are more motivated and more successful.”

Providing happiness to consumers is precisely the most pursued topic between the brands. However, finding emotional information about users is a very complicated task.

All of us human beings, we keep a close link with our environment in the moments we are happy. And as such, we are tied to nature and its laws. In this sense, the climate and the different meteorological factors can affect us more than we think.


Meteorology as a condition of our behaviour:


Although sometimes it is hard to believe it, our state of mind remains deeply determined by the weather. In addition, the variables in weather that affect us the most are those that deviate from the climatic thresholds that we are normally accustomed to.

Here are some changes that affect our behaviours:

The cold: we become more vulnerable, irritable and with lack of concentration.

Warm temperatures: when the thermometer is 22 ° C or above, we live in constant welfare and are consequently in a good mood.

Heat: temperatures affect us, and our mood gets altered completely. We get more aggressive.

– Cloudy days: make us a sad and a melancholy feeling. Even will shut down our desire of socializing. It is believed that depressions increase in places with fewer days of sunshine.

– Wind: This alters our behaviour, and it is even related to the increase in traffic accidents. If the wind persists for long periods we may also have depressive behaviours.

– The rain: alters us and we go into a state of nervousness and anxiety. At the end, our mood changes, and we feel more vital and relaxed.

-Sunny days: enhances our feelings of joy and optimism. In spring and summer – when the days are longer – we are happier than the rest of the year.



The weather affects us in the decision-making of purchases:


The impact of the weather on consumers is fully scalable. When the sun comes out, we are joyful. However, the fact that e-commerce is imprinted in our day to day lives, may modify the ancient beliefs regarding the relationship between meteorology and sales.

And it is that e-commerce will be 30% of the commercial activity around the world in the year 2020. In this sense, weather conditions affect us in our purchasing decisions in the following manner:

– Bad weather: in addition to affecting mood, it also modifies the actions consumers take online. Much so, that the statistics show as the winter passed, due to the bad weather experienced in United Kingdom and United States, online sales broke records.

– Rainy days: users tend to stay at home. Consequently, 42% more than orchestrate generated by internet users than in the sunny days. And if a storm arrives unexpectedly, activity increases significantly.

– And when the sun shines… consumers take to the streets and are more tempted to buy in physical stores. At the same time, ecommerce records its lowest results.

There are obvious connections between the meteorological data and our level of happiness or sadness, and, therefore, predisposition to our interest in certain products. Then, if we can say that our feelings change with alongside the climate, we have to see how certain patterns of behaviour by consumers are repeated whenever the weather changes.


However, emotions are not numerical, and therefore the data is difficult to measure. Therefore, we must not lose sight of the predictions of the time when selling our products. These will give us clues about how to know a little more about our consumers. For more information, leave the following infographic posted previously in Ad-Pure:


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