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Why Consumers Are Most Likely to Break Brand Loyalty in Spring

Marketers can lean into the season with a 'change' message

For much of the U.S., spending more time outdoors is hard to do.Malte Mueller/Getty Images

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Our collective stress levels have only gotten higher since 2022 began: supply chain issues, inflation and a land war in Europe on top of two years of Covid.

But now spring is in full bloom! Surely that has improved the mood of consumers and how we market to them? Well, yes and no.

When spring arrives, some people do feel better, but for many consumers the opposite is true—and their malaise may get even worse. For both groups, it’s a season of change, with implications for marketers’ messaging.

The positive: More sunlight and the serotonin it generates are good for mood.