Published 28 August 2023

12 min read

Factors ranging from hybrid working to climate change and interest in circadian rhythms are realigning consumer calendars around the world, with wide-ranging implications for brands. We detail how the typical day and week are shape-shifting, outlining new patterns and norms spanning shopping to socialising, supported by a diversity of data points.

Different Ways to Time the Day

Non-Linear Work Changes Consumer Patterns

New Dining & Socialising Norms

‘Stay Cool’ Scheduling for Extreme Heat

The Post-Pandemic Week: Days Change Focus

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.

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.

Summary

Different Ways to Time the Day

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.

Non-Linear Work Changes Consumer Patterns

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.

New Dining & Socialising Norms

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.

‘Stay Cool’ Scheduling for Extreme Heat

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.

The Post-Pandemic Week: Days Change Focus

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.

Time Shifting: New Consumer Routines

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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.

We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.

We’d love to do the same for you.

Book a demo with us today to discover more.

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