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Good morning, Marketers, are you ready to “fall back” for daylight saving?
If, like me, you haven’t thought about it until now, just remember that it happens early Sunday morning here in the USA (the UK had theirs already). I looked up the origins of daylight saving time because I was certain there is some marketing aspect to it. Here’s what I found:
“Germany was the first to adopt daylight saving time on May 1, 1916, during World War I as a way to conserve fuel. The rest of Europe followed soon after. The United States didn’t adopt daylight saving time until March 19, 1918. It was unpopular and abolished after World War I,” wrote NBC Chicago. “On Feb. 9 ,1942, Franklin Roosevelt instituted a year-round daylight saving time, which he called ‘war time.’ This lasted until Sept. 30, 1945.”
In essence, no one liked daylight saving time, so they had to rebrand it to something people could get behind at the time. Classic marketers, right? We’re seeing a lot of rebrands around these parts nowadays. Facebook is trying to become Meta, and now Google My Business is telling us to call it Google Business Profile (see details in the story below).
The lesson is that people still dislike daylight saving to this day, even with a rebrand. If you’re going to rebrand, you have to keep the target audience in mind.
Carolyn Lyden,
Director of Search Content
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