Why Consumers Are Most Likely to Ditch Brands in Spring

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. In spring, the days start to get longer again, and many people resume spending more time outdoors. According to a 2005 study, it’s those outdoor excursions, not the temperature, that most improve mood. But they also found the opposite is true: If you don’t get outside when the weather turns nice, it puts you in a worse mood and increases your stress levels. For much of the U.S., spending more time outdoors is hard to do. People report being busier at work than ever before, with 40% feeling that burnout is inevitable. Seasonal allergies, which affect an estimated 50 million Americans, keep many indoors more than normal. According to Johns Hopkins, the inflammation that comes from seasonal allergies can negatively impact mood and bring on depression—in fact, it’s the spring when suicide rates peak, not the winter as most people assume. What do we do with this divergence in consumer moods when it comes to marketing? There are three major implications. 4 Psychology Hacks to Use in Your Next Great Ad Branding and conquest However people react, spring is the season of change. For marketers, that means consumers have a willingness to try new categories and break existing brand loyalty. Thus, marketers should increase their focus on targeting new consumers and leaning into brand differentiation more than at other times of the year. If consumers are willing to change, it’s a great time to market a “change” message—which can come in the form of a conquest campaign, where you directly target the customers of a competing brand. Major life decisions Spring is the season for major consumer decisions, especially large purchases: houses, cars, vacations, boats and clothing all spike during this period, often continuing through the summer. Not coincidentally, this coincides with a flurry of major life moments for many Americans such as proms, graduations and weddings, setting the stage for a period of life change. Marketers should recognize these triggers, acknowledge them and, when appropriate, target and message into them or against them. For instance, some mortgage companies target users on social media who announce an upcoming wedding with ads for a new mortgage, as weddings often precipitate a new home purchase. Positive mood creative Now is not the time for “shock value” creative or negative emotional leverage. Instead, marketers should be making an effort to provide emotional validation through familiarity and nostalgia, and generally keeping a focus on positive emotions in creative. One way of effecting a positive mood is by acknowledging what a target audience is feeling, much like you would do with a friend who is stressed. JanSport did an exceptional job connecting with teens by acknowledging the unique stressors they experience in the “Lighten the Load” campaign. Intermark also ran a spring campaign for Physicians Mutual that showed clients dancing around outdoors as they got excited about retirement. It’s a great example of leveraging a season of change with positive emotional drivers. Spring brings a mixed bag of emotions for consumers. Many of us are in better moods, while many Americans undertake major life changes. However, the season of change affects us all, and that should be incorporated into our marketing efforts. Versatile Actor John Michael Higgins Shows Retirement Is Something Worth Singing About

Columnist Network

Why Consumers Are Most Likely to Break Brand Loyalty in Spring

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

Jake McKenzie

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Jake McKenzie