Consumers are becoming more intentional in timing their activities (see articles like ‘[…] Experts reveal the perfect time of day for everything’) and are increasingly open to resetting their schedules. Rising interest in circadian rhythms (aligning behaviours with one’s body clock) is one key driver. Another is working from home (WFH), enabling a flexibility that workers increasingly expect.

Remote work has given rise to an evolved afternoon economy, as consumers put work aside for reasons both practical (think childcare and errands) and leisure-minded. Research finds many more people are golfing on midweek afternoons and shopping in-person during the workday – then logging back in at night.

Hybrid work (combining WFH with midweek office visits) is significantly changing when and how people eat and socialise. Breakfast and brunch are booming across the week, while happy hour and dinner are shifting earlier, bringing new lustre to late afternoons and early evenings.

This summer’s exceptionally high temperatures reveal how daily work and leisure routines will radically shift with climate change. Brands will need to align with rising levels of consumer activity in the pre-dawn and late-night hours, and siesta-like afternoon breaks during peak heat.

Days of the week have taken on a new meaning in the hybrid work era. Nightlife is now concentrated within midweek peaks (when more workers go into offices), while Friday spending has moved into the weekend. Although quieter during the week, cities have developed a new allure as weekend destinations.