Researchers from various universities conducted a study published in the Journal of Marketing to examine how daylight saving time impacts consumers’ behaviors and health. The study titled “Spring Forward = Fall Back? The Effect of Daylight Saving Time Change on Consumers’ Unhealthy Behavior” was authored by multiple researchers.
This tradition of changing clocks twice a year, especially the spring transition to daylight saving time, affects people in the United States due to the loss of an hour of sleep. There is a debate among policymakers on whether to eliminate the time change and if so, to choose standard time or daylight saving time permanently. Sleep experts prefer year-round standard time for better alignment with human circadian rhythms, while some businesses support permanent daylight saving time for extended evening sunlight that benefits their operations. It is essential to understand the consequences of these policies to inform decision-makers, businesses, and consumers.
The researchers analyzed social media data to study consumer responses to daylight saving time. They found an increase in negative sentiment and unhealthy behaviors among consumers following the time change.
Effects on Snack Consumption and Fitness Center Visits
The study looked into two distinct consumer behaviors post-daylight saving time: snack consumption and fitness center visits. Data revealed an increase in calorie intake from unhealthy snacks and a decrease in visits to fitness centers after the time change.
They discovered that calorie consumption rises during the evening and on cloudy days while fitness center visits decrease, particularly for those living farther away and irregular visitors. The transition from daylight saving time to standard time in the fall had no impact on unhealthy snack consumption, suggesting that the sleep disruption from the time change affects self-control and leads to unhealthy behaviors.
Recommendations for Policy Makers
The research suggests that policymakers should consider eliminating the time changes to support consumers’ health goals. Public health campaigns promoting healthy habits around the time change are also crucial.
Recommendations for Consumers
Consumers are advised to employ self-control strategies like avoiding unhealthy snacks before the time change and planning activities near fitness centers. Seeking support from peers and using technologies like smart lighting systems and apps designed to reduce jet lag can also help counter the effects of the time change.
Recommendations for Businesses
Health-related businesses can use these findings to anticipate customer needs during daylight saving time. Offering promotions or events to encourage visits to fitness centers can help offset the decline in customer attendance during this period.
