Does the onset of daylight saving time trigger unhealthy consumer behaviors?

American Marketing AssociationJul 23 2024 Researchers from North Carolina State University, University of Manitoba, Bern University of Applied Sciences, University of South Carolina, and California Baptist University published a new Journal of Marketing study that explores whether the onset of daylight saving time leads consumers to engage in unhealthy behaviors.

Changing clocks twice a year is a tradition for most people living in the United States, with the spring transition to daylight saving time raising the ire of many due to the loss of an hour of sleep. This new Journal of Marketing study explores whether the onset of daylight saving time leads consumers to engage in unhealthy behaviors. The researchers examine social media data from X to study consumer responses to the onset of daylight saving time. They say 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.

Lessons for public policy makers "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.

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