Changing the clock twice a year, whether you like it or not, is a tradition for most people living in Canada and the United States. The spring-forward transition to daylight savings time (DST) is generally unwelcome, even though it signals warmer weather in most places, it also causes the loss of an hour of sleep. According to a new Journal of Marketing Study, the onset of daylight savings time may lead to consumers engaging in more unhealthy behaviors.
Should the outdated change be eliminated?
Public policymakers are debating the question of whether or not to abolish this outdated biannual time change, and if so, should DST become the standard time? It is not as easy to answer this question as you would think it would be.
It was originally proposed to save energy, but research shows DST doesn’t significantly reduce energy waste. Sleep scientists and public health experts suggest that there should be a year-round standard time that is aligned with our circadian rhythm to promote better sleep, health, and well-being. However, big businesses, retailers, and outdoor industries support permanent daylight savings time because longer sunlight in the evenings ultimately means more money and profit margins for them.
This study explored whether the onset of DST leads consumers to engage in unhealthy behaviors to help crucially further illuminate the consequences of the current biannual change to better inform policymakers, businesses, and consumers alike.
Consumers expressing negative responses to DST transition
First, the researchers used social media data from X (formerly Twitter) to investigate consumer responses to the onset of DST.
The analysis revealed that “the number of tweets with keywords related to the disruptive nature of the switch to daylight saving time peaked around 12 hours after the change occurred. We also find that the volume of negatively toned tweets rose more substantially, indicating a stronger increase in negative sentiment toward the time change. Overall, our preliminary findings suggest that consumers respond negatively to the switch to daylight saving time.”
Consumers displaying unhealthy behavioral responses to DST
Then the team examined two unique disaggregate-level datasets that capture two different consumer behaviors: snack consumption and fitness center visits; with the first dataset capturing consumers’ real-time snack consumption in their natural environments while the second dataset tracked the attendance records of customers visiting fitness centers.
The team compared calorie consumption from packaged snacks and visits to fitness centers across two customer groups: those who are affected by the onset of daylight-saving time (the treatment group) and those who are not affected by the onset of DST (the control group), before and after the onset of daylight-saving time to understand consumer behavior following the onset of DST.
This analysis also revealed negative consumer responses. According to the researchers, their results show that following the onset of DST calorie consumption from largely unhealthy snacks increases following the time change and visits to fitness centers decrease.
To add to this negative response, the effect on calorie consumption was found to be amplified during the evening hours and on cloudy days. Additionally, consumer visits to fitness centers were found to be reduced among those who live farther away and who do not visit the fitness centers regularly.
No consumer fallout from the fall back transition
Lastly, the team examined the effect of the transition from DST to standard time (fall back: turning the clock back during autumn/fall). The team reported that they found that there was no effect of the fall transition of turning the clock back an hour on calories consumed from unhealthy snacks.
The team of researchers from North Carolina State University, the University of Manitoba, Bern University of Applied Sciences, the University of South Carolina, and California Baptist University suggest that the results of this study highlight the role of sleepiness caused by the one-hour setback, which impairs consumers’ self-control and leads to less healthy consumption behavior.
Notes to businesses
New technologies like smart circadian lighting systems could help consumers reset their circadian clocks in a less disruptive manner, and apps like those designed to reduce jet lag could help minimize the effects of the time change.
Businesses could have promotions offering free coffee or some sort of competition or event to bring people into their location. This could be beneficial to health-related industries to counter consumer tendency to skip eating healthy and exercising around the onset of DST.
Notes to consumers
Avoid stocking up on unhealthy snacks and groceries before the transition to DST to help your self-control at this time. If you are vulnerable to the effects of DST, you could also look for support options and strategies online such as platforms that incentivize healthy behaviors.
Notes to public policymakers
“Our study indicates that the onset of daylight-saving time is an obstacle to consumers’ health goals, suggesting that policy makers should continue trying to end the time changes. Further, from a consumer well-being perspective, public health campaigns promoting healthy eating and exercise might be especially necessary around the time change,” the research team advises.
As with anything you read on the internet, this article should not be construed as medical advice; please talk to your doctor or primary care provider before changing your wellness routine. WHN does not agree or disagree with any of the materials posted. This article is not intended to provide a medical diagnosis, recommendation, treatment, or endorsement. Additionally, it is not intended to malign any religion, ethnic group, club, organization, company, individual, or anyone or anything. These statements have not been evaluated by the Food and Drug Administration.
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