• The ability to forecast volcanic ash accurately is vital, as ash can lead to severe engine damage and operational disruptions in aviation.
• The Weather Company offers real-time, global volcanic ash advisory forecasts to help airlines proactively plan routes to avoid hazardous airspace.
• Advanced tools like RGB satellite imagery and webcams provide precise tracking of volcanic ash for safer flight operations.
• Impact reports from The Weather Company enhance situational awareness for airports near active volcanoes and help minimize the risk of disruptions.
• The Weather Company’s unique tools, such as the Enroute Hazards package and enhanced SIGMETs, provide airlines with advanced insights to avoid hazardous airspace and maintain safe operations.

Volcanic ash is a danger that can turn a routine flight into a risky endeavor, damaging engines, blinding pilots, grounding entire fleets, and putting passenger safety at risk. For airlines, the stakes are high, making the need for accurate forecasting inclusive of volcanic ash extremely critical. With industry-leading tools that go beyond standard advisories, such as the Enroute Hazards package and enhanced volcanic ash SIGMETs, The Weather Company’s forecast solutions provide aviation leaders with real-time insights to help outmaneuver ash clouds, keep flights on track, and greatly improve safety for passengers and crew.

The operational risks of volcanic ash

Volcanic ash can cause severe damage to aircraft engines, leading to potentially dangerous situations mid-flight. The ash particles are highly abrasive and can melt inside the engine’s combustion chambers, creating blockages that can result in engine failure. In addition to engine damage, volcanic ash can interfere with navigation systems, obstruct windshields, and drastically reduce visibility, all of which elevate the risk of flying through affected airspace.

These risks often force airlines to reroute flights, delay departures, or even cancel operations, leading to costly disruptions and logistical headaches. As ash clouds move through the atmosphere, operational leaders need precise and timely information to make quick decisions and avoid unnecessary impacts on both passengers and airline schedules.

Comprehensive forecasting for aviation safety

Volcanic Ash forecast Flight Plan Guidance (FPGs) display

To address these challenges, The Weather Company offers industry-leading tools, such as the Enroute Hazards package, designed to enhance volcanic ash and aviation safety for aviation customers of all sizes. Beyond the basic Volcanic Ash Advisory Center (VAAC) bulletins, our services include enhanced volcanic ash SIGMET (Significant Meteorological Information) notifications, which are triggered when ash reaches key thresholds: 6,000 feet above the summit of a volcano or 10,000 feet above ground, extending over 50 nautical miles. SIGMETs are also issued for added safety if ash is detected near customer destinations, even if it doesn’t meet these thresholds.

Real-time monitoring and advanced tools

Monitoring volcanic ash in real-time is complex, but The Weather Company offers robust tools for precise tracking. RGB satellite imagery, created using GOES-East and GOES-West satellites, offers accurate identification and monitoring of volcanic ash in the atmosphere, even in complicated weather conditions. By employing techniques like channel differencing with the ash-sensitive 8.4-micron channel, this imagery allows forecasters to confidently differentiate ash from other elements like steam or water vapor.

To further refine these forecasts, The Weather Company leverages third-party webcams to visually monitor volcanic activity in real time. These webcams provide continuous views of volcanoes like Popocatépetl in Mexico, which allow forecasters to distinguish between ash emissions and less threatening emissions like steam or gas. When combined with satellite data, this real-time monitoring enables assessments of volcanic activity, leading to better decision-making by airline operations teams.

RGB imagery enhances satellite data to highlight atmospheric particulates. Using channels sensitive to volcanic ash (8.4 µm) helps forecasters identify affected areas.

Ash forecast modeling

For larger eruptions, The Weather Company uses sophisticated ash forecast modeling to predict how ash will disperse through the atmosphere. These forecasts are generated using GFS-based weather models that take into account jet streams and other atmospheric factors to predict how ash clouds will move and interact with flight paths. This type of modeling is crucial for larger eruptions where ash can linger in the atmosphere for days or even weeks, posing extended risks to aviation.

For minor ash emissions, existing patterns of ash movement support decision-making. For larger eruptions, forecasts of ash dispersion provide airlines with critical information on ash location and projected movement, helping them to plan effectively for immediate and long-term impacts.

Potential volcanic ash impact reports

Potential Volcanic Ash Impact Report tracks daily volcanic ash movement, aiding aviation planning near active volcanoes.

Daily aviation volcanic ash reports are another critical component of our service, particularly for airports located near active volcanoes. Airports like those near Popocatépetl, Fuego, and Sangay receive continuous updates on the potential movement of ash toward key airspace and terminals. While these reports don’t predict explosive events, they do provide detailed insights into how current volcanic emissions might affect nearby operations.

These reports are invaluable for situational awareness, especially for airports that operate under the constant risk of volcanic activity. By offering advanced notice of potential ash impacts, airports and airlines can make proactive adjustments, reducing the risk of unexpected disruptions.

Human-over-the-loop reports for comprehensive insights

Navigate volcanic ash hazards with confidence using The Weather Company’s detailed Human-Over-the-Loop (HOTL) Reports. These reports compile relevant volcanic ash data into easy-to-read PDFs, featuring essential information such as SIGMETs, wind barbs, and satellite imagery. With this consolidated data, airlines gain a comprehensive understanding of the current situation, allowing for more informed decisions regarding flight safety and route planning.

The HOTL reports put all relevant information in one place, offering a comprehensive picture of volcanic activity in real time. Operational leaders can take immediate, decisive action to adjust flight operations, minimizing risks and keeping passengers and crew safe.

Staying ahead with proactive volcanic ash forecasting

Volcanic ash presents significant risks to aviation, but these challenges can be effectively managed through proactive planning and real-time insights. The Weather Company’s suite of solutions helps airlines stay ahead of disruptions, empowering decision makers to help maintain safe and efficient operations, even in volatile conditions. And, because forecasting services from The Weather Company seamlessly integrate into current operational workflows, airlines can start taking advantage of this critical technology with minimal effort.

Don’t let volcanic ash cloud your operations. Elevate your airline’s safety and efficiency with The Weather Company’s industry-leading Weather Forecast Services.

Let’s face it: Mother Nature is a consistently dynamic business partner. Retailers who underestimate her impact might be overlooking one of the most influential factors in enterprise operations. Weather isn’t just about whether customers buy an umbrella or stock up on sunscreen; it’s a force that shapes consumer behavior and operational efficiencies in ways you might not expect.

Don’t just take our word for it. According to our recent research study,¹ 100% of retail executives agree that weather intelligence offers a competitive edge.

Weather intelligence from The Weather Company enables retailers to create strategies that not only drive sales growth but also strengthen customer relationships. It’s about optimizing your supply chain, mitigating risks, and keeping your team safe, all while meeting consumer needs more effectively.

Key areas where weather intelligence drives business success

The impact of weather extends far beyond consumer behavior—it touches every part of the retail enterprise.

Supply chain optimization: Supply chain management is often a retailer’s toughest puzzle piece, and weather adds an extra layer of complexity. With the right data in your toolkit, you can move from reacting to weather to proactively planning for it. Weather intelligence helps businesses optimize their supply chains in crucial ways. For example, it allows you to prepare for and mitigate severe weather disruptions, minimizing delays and reducing costs. It can also influence and enable you to anticipate demand surges during favorable weather conditions. For instance, you can ensure party supplies and refreshments are ready to ship out for the first pool parties of the season. By leveraging weather data, retailers are better able to maintain steady product availability across all conditions, maximizing customer satisfaction and sales opportunities while minimizing losses from weather-related supply chain issues.

Targeted marketing and promotions: Weather data isn’t just about forecasting sunny days and stormy ones; it’s about forecasting sales, too. Retailers can craft personalized marketing strategies that align with weather conditions, boosting engagement and conversions. Imagine offering free shipping on winter apparel as a cold front approaches, or when the sun cranks up the heat, crisp and refreshing beverages take center stage on your dynamic menu board. Retailers can also use weather intelligence to tailor promotions based on how customers prefer to shop – whether it’s in-store, online, or via buy online, pick up in-store – aligning offers to anticipate customer mindsets and needs. With weather data and intelligence, you’re not just harnessing the forecast – you’re forecasting customer delight.

Retail worker safety and operational continuity: Your workforce is the backbone of your operation. They’re the unsung heroes who keep the shelves stocked, the customers smiling, and the cash registers ringing. But when Mother Nature decides to throw a curveball, their safety becomes your number one concern. With data from the world’s most accurate forecaster accurate weather forecasts, retailers can implement safety protocols to help protect on-site personnel and maintain business continuity. Proactive measures such as adjusting store hours or staffing levels based on incoming weather can help employees and customers remain safe while keeping operations running smoothly.

Retail industry trends driven by weather intelligence

Changing weather patterns increasingly influence retail trends. Using historical weather data and trend analysis, retailers can anticipate these changes and adjust their plans accordingly. For example, a trend of warmer-than-usual winters might lead a retailer to rethink product inventory levels or start end-of-season sales earlier to clear out excess stock. Notably, 82% of retail executives say that the weather’s impact on their business is just as strong, if not stronger, than five years ago, stressing the need for long-term weather strategies.

Complexity to clarity: choosing the right weather intelligence partner

What retailers really want is weather data that speaks their language – no PhD required. They’re looking for tools that can slip right into their existing workflows, providing clear, actionable insights without the headache of decoding complex data. The Weather Company solutions like Weather APIs and the Weather Engine seamlessly integrate into existing systems and processes making working with this complex and invaluable business asset a breeze.

Case study: Weather intelligence in action

A leading pharmaceutical retailer partnered with The Weather Company to analyze the impact of weather on its sales using the custom modeling approach of the Weather Engine. The results revealed a strong correlation between weather conditions and sales in specific categories, such as cosmetics, cold remedies, and allergy medications. The estimated financial impact² includes:

• Allergies: $90M – Weather affected 15% of allergy remedy sales, translating to $90 million annually out of $0.6 billion in total sales.
• Cold remedies: $112M – Cold weather impacted 8% of cold remedy sales, which accounts for $112 million annually from $1.4 billion in sales.
• Cosmetics: $55M – Weather had a 5% effect on cosmetics sales, contributing $55 million each year from $1.1 billion in total sales.

Why weather intelligence is essential for retail growth

All retailers need to recognize this simple truth: Understanding the impact of weather on retail operations — from sales to supply chain, promotions, and customer behavior — can transform challenges into powerful growth opportunities. Predicting these shifts may seem complex, but it becomes straightforward with the correct partner. As the world’s most accurate forecaster,³ The Weather Company provides hyperlocal, AI-powered insights that help you not only react to, but anticipate, market conditions. So, while your competitors are caught with their umbrellas down, you’ll be making Mother Nature your business ally.

See how executives across industries are leveraging weather intelligence. Get your free copy of the complete Weather Means Business report.

We all know that feeling — the anticipation of winter and the holiday season. Whether it sparks child-like excitement or a hectic whirlwind of activities, one thing is for sure: Emotions run high the last few months of the year. But is it just the calendar stirring those feelings, or could weather be playing a role in influencing holiday consumer behavior?

Weather: the unexpected force behind consumer emotion

Weather influences our everyday decisions in more ways than we realize. In fact, 84% of consumers across all generations admit that weather affects them emotionally.¹ It’s why the shift in seasons is often a better gauge of consumer mindset than the date on the calendar. As the seasons change, people feel more optimistic, social, and ready for something new — making it the perfect moment for marketers to connect. According to The Weather Channel app^TM users:

But with climate patterns shifting globally, when does the “season” really start?

‘Tis it really the season?

Gone are the days when marketers could rely on a universal ‘start of winter’ to kickoff holiday campaigns. Today’s fluctuating seasons demand a more nuanced approach. For those aiming for timely, relevant campaigns, forward-thinking brands are embracing dynamic Weather Targeting, a powerful tool that allows brands to sync their messaging with the specific climatic cues that catalyze holiday shopping moods, regardless of the calendar date.

A beloved coffee chain leveraged The Weather Company’s expertise to tap into the holiday spirit and winter weather cravings. By combining Weather Targeting and high-impact dynamic creative on the homescreen, they aligned their limited-time offer messaging with real-time local weather conditions on The Weather Channel app. This strategy capitalized on the fact that 66% of people say winter weather impacts their beverage choices,² and nearly half are excited about seasonal drinks.² The result? An impressive 94,400 incremental store visits and a 12.2% lift in foot traffic, proving that understanding weather’s influence on consumer behavior can brew up significant success.³

The purchasing power of seasonal shifts

Winter weather doesn’t just mark a change in temperature; it signals a shift in seasonal buying trends, as evidenced by The Weather Channel app survey data:

Let it snow, let them shop

Seasonal spending habits may seem tied to the holiday calendar, but it’s the weather that really dictates how consumers feel — and when they’re ready to spend.

Marketers can tap into this powerful insight by using proven, accurate weather data⁵ to target consumers at the right moment, with the right message. Weather Targeting is a privacy-friendly approach to contextual marketing that can predict consumer needs, helping brands future-proof their strategies with scalability across the advertising ecosystem.

Holiday marketing strategies will always be about timing, and with Weather Targeting, you’ll be ready when that seasonal excitement strikes. As the temperature falls, let the deals drop. That’s when the real holiday magic happens.

Editor’s note: All data sourced from The Weather Company Entertainment Behavior Survey, January 2024

The entertainment industry is buzzing with anticipation this time of year, as cinema blockbusters and binge-worthy series hit the big screens and streaming platforms. But while studios and networks are busy promoting their latest and greatest, there’s an influential director getting rave reviews from marketers: Mother Nature.

Weather plays a starring role in our content consumption, from sunny days that lure us to the theater to stormy nights streaming a nostalgic film at home. This show-stopping link between weather and how we engage with media presents a unique opportunity for marketers seeking the spotlight.

The Weather Company helps brands tap into weather-driven strategies, so your campaigns are as irresistible as the aroma of fresh popcorn.

So grab your snacks, take your seat, and enjoy the show…

Download infographic

How to leverage weather data during “peak binge” season

Just as a director uses many techniques to create a cinematic masterpiece, savvy marketers can harness the power of accurate weather data¹ to craft a seat-filling campaign full of offers consumers can’t refuse. Script your brand’s success story with Weather Targeting, which allows you to:

• Increase awareness through highly relevant, dynamic messaging
• Deepen the connection with content viewers by promoting brand products or services using Weather Targeting for OTT/CTV platforms
• Engage entertainment enthusiasts with contextual targeting solutions
• Foster brand loyalty in daily weather-influenced decision moments

Ready for your brand’s big break? With The Weather Company’s tailored solutions, your marketing may go from box-office snub to award-season darling.

When it comes to Halloween — the preparation and the main event — there’s one thing consumers experience collectively, and universally rely upon throughout their journey: the weather.

Pre-event: Connect with consumers using weather information to plan and make event decisions.

During the holiday: Build strong customer relationships through the transformative and enduring power of weather.

Don’t get caught in the cobwebs this year — check out our “Fright Forecast” to learn how consumers use weather information to stay informed, make predictions, and prepare to celebrate under the moon.

Download infographic if you dare

With ad solutions from The Weather Company (and a wee bit of wizardry), you can reach consumers planning for Halloween at more than twice the scale of major weather and news competitors.³ When weather wields its magic wand this spooky season, The Weather Company can help you spellbind audiences.

• More than 360 million people rely on The Weather Channel’s digital properties¹ for decisions ranging from daily activities to major life choices like where to live and what vehicle to drive.
• Weather insights and data science offer businesses a competitive edge by enabling them to anticipate and influence consumer behavior and optimize operations.
• According to recent research, 100% of executives say weather intelligence can give their business a competitive edge.²
• Proactive weather strategies help businesses reduce environmental risks, capitalize on emerging revenue growth opportunities, and create operational efficiencies.

In an age where weather isn’t just small talk but instead, the headline, the impact of changing weather patterns on people and businesses is more significant than ever. From everyday weather conditions to extreme temperatures, the environment is now a critical factor driving strategic decision-making in everything from supply chain management to consumer engagement. As global temperatures continue to rise, businesses need to see the opportunity weather presents. At The Weather Company, we help businesses use weather intelligence to drive business resilience, growth, and competitive advantage.

Adapting at the speed of weather

We’ve all seen it. The world is witnessing unprecedented changes in weather patterns. This intensifying weather volatility is fueling more frequent extreme weather events and economic upheavals.

As a result, keeping tabs on the weather has made The Weather Channel digital properties a habitual touchpoint for over 360 million monthly average users¹ worldwide. This widespread reliance shows the powerful influence of weather on consumer behavior. In 2023 alone, Adobe projected that weather would influence over $13.5 billion (about $42 per person) in U.S. e-commerce sales³ — the equivalent of an extra Cyber Monday.

The message is clear — businesses need to evolve from reactive to proactive, weaving weather data deeply into their strategic fabric.

The power of a weather strategy

So, what exactly is a weather strategy? A weather strategy is a savvy, data-driven approach that harnesses the power of cutting-edge weather data science and AI to optimize business processes, personalize marketing efforts, and gain an enterprise advantage. It’s about transforming weather from a risk factor into a strategic ally. 

According to a recent research study of nearly 300 executives across the retail, CPG, pharmaceutical, insurance, and travel & tourism industries:

Future-proof your business with The Weather Company

As businesses look to the future, integrating weather intelligence into long-term planning is a must. At The Weather Company, we offer unparalleled forecasting capabilities and weather intelligence that enable businesses to thrive in the face of changing weather patterns. With over 40 years of expertise in weather data science, we’ve become the world’s most accurate forecaster⁴, a distinction that sets us apart from other providers. Our commitment to innovation and accuracy has earned us the trust of consumers and businesses around the globe.⁵

Beyond accurate forecasts, we provide scalable, proven solutions for consumers and businesses alike. Businesses tapping into these weather insights will be better positioned to anticipate consumer needs and tailor their offerings.

• Weather Engine™ is a proprietary AI/ML insights platform and API that provides the precision and scalability your business process optimization needs to stay ahead.
• Weather Targeting enables advertisers to deliver personalized and relevant messaging that resonates with their audience in real time, across the digital ecosystem.
• Premium consumer experiences across The Weather Channel digital properties help marketers engage with consumers at scale in meaningful moments to help them live healthier, safer, smarter, and happier.

A robust weather strategy isn’t just a nice-to-have; it’s essential. Let’s work together to create a weather strategy that drives your business forward. 

As football season kicks off, it’s not just fans gearing up in team colors – brands are also entering a high-stakes game of brand visibility and consumer engagement. In a crowded advertising landscape, how can your brand stand out? The answer lies in an often-underestimated factor: the weather.

Weather is the MVP in the consumer journey. It influences every aspect of the football experience, from pre-game planning to post-game memories, making it an invaluable asset in your marketing toolkit.

But weather doesn’t just make outdoor entertainment events more enjoyable, it makes them more memorable. And better weather isn’t always…better.

Here’s the real winning insight for brands: One-third of people are more likely to remember weather-aligned advertising at outdoor events, a figure that rises significantly among multicultural, millennial and parent audiences.¹

How to leverage weather data this season

1. Pre-event targeting: Influence decisions on attendance, attire, and transportation on The Weather Channel app.
2. During the event: Tailor messaging to current conditions, enhancing enjoyment and creating memorable moments across the digital ecosystem.
3. Post-event: Analyze weather and performance data to uncover customer insights and strengthen brand loyalty even after the campaign ends.

Integrating weather into your marketing playbook this fall allows you to proactively shape the consumer journey, transforming weather from a mere backdrop into a strategic advantage. With Weather Targeting and data, you can:

• Increase awareness through highly relevant, dynamic messaging
• Engage sports enthusiasts with privacy-compliant targeting solutions
• Foster brand loyalty in daily weather-influenced decision moments

Weather isn’t just a condition to be endured. It’s a unifying element that ties together every fan’s experience, from the die-hard tailgater to the casual at-home viewer.

To ensure your brand remains a significant part of the football experience, The Weather Company offers tailored solutions designed to make every campaign a winning one with weather-driven strategies.

Health and wellness marketers have no shortage of challenges. Staying relevant with health-conscious consumers. Navigating strict compliance regulations. Finding ways to stand out and connect with the right consumer in a stacked marketplace – to name a few.

The rewards are there, though, for brands who can break through. The $1.8 trillion global health and wellness market¹ only continues to grow. And many of those consumers are turning to the powerful influence of weather to make their health and wellness decisions. That’s one reason why we recently modernized and enhanced The Weather Channel app user experience as well as our AI-powered ad tech and back-end data modeling with an extra emphasis on health and well-being. Which brings health and wellness marketers a unique and relevant set of advertising solutions to fuel brand relevance and growth.

Unpacking the weather-wellness connection

The connection is clear: Habitually checking the weather informs more than how to dress for the elements. Recent research shows that weather inspires action to minimize illness, manage symptoms, and maximize time outside; offers a sense of control on quality of life; and guides purchases to maintain a healthy lifestyle. According to consumers in the study:

The go-to health and wellness marketing partner

Your customers realize weather’s impact, so meet them where they are. Trusted, accurate data, innovative AI in weather prediction, and brand-safe, contextually relevant content from The Weather Company, place your brand in the direct path of qualified audiences and their health decisions. Additionally, by understanding the effect of weather on consumer spending, we can better tailor our advertising strategies to influence purchasing decisions that are directly related to health and wellness.

Better accuracy, better engagement, better performance

A constant companion, weather influences daily habits and decisions, sunrise to sunset. But not all weather forecasts are equal. Or accurate. Not only are we the most accurate forecaster³ and one of America’s most trusted brands,⁴ The Weather Channel is the preferred weather source used by health-conscious consumers to manage health across all conditions.

Since launching new wellness features in The Weather Channel app, we’ve seen 3x higher clicks into our wellness forecast experiences.⁵ In fact, compared to the legacy app experience, we’re already seeing:

• 11% more stickiness⁵
• 10% more page views per visit⁵
• 8% increase in time spent per daily active user⁵

This preference for, and engagement with, our digital channels means more reach and a higher likelihood of campaign success. But beyond the lure of our new features, the instability and volatility of Mother Nature herself means more eyeballs, more often, on the forecast.

IQVIA-validated health audiences

IQVIA, a leader in healthcare intelligence, utilizes rich prescription data to provide insights into the types of visitors on digital platforms. Our new IQVIA partnership has validated that The Weather Channel’s platforms effectively reach qualified health audiences across over 60 health conditions. Notably, we connect with 47% of U.S. psoriasis patients, which over indexes the general population by 32%.⁶ This collaboration validates our ability to deliver health content to audiences most likely to be treating health conditions and wanting to learn about weather’s impact on their symptoms. 

Brand-safe sponsorships

Get your brand seen in the well-placed context of weather information and health resources through sponsorships on our digital properties.

Content sponsorships: With the latest enhancements to The Weather Channel app, we’ve re-imagined the experience to emphasize the weather-to-wellness connection. New editorial sponsorship opportunities help you align your brand with premium, health-related articles and video content created by award-winning journalists and verified by medical reviewers. Trusted advice and resources cover psoriasis, eczema, weight loss, type 2 diabetes, asthma, COPD, arthritis, stress management, aches and pains, and migraines.

Forecast sponsorships: Health-conscious consumers have access to a range of customized forecasts and tools designed for allergies, skin care, colds and flu, headaches and migraines, body aches, and respiratory health. These forecasts use weather data, AI, and insights to help predict how symptoms might change in the coming days and week.

We put weather into action to give your audience information and insights that help them ultimately live healthier, happier, safer, and smarter.

Anticipate consumer needs with actionable data signals

By using weather data to inform when and where consumers’ health will be impacted, health marketers can tap into unified, scaled, and predictive signals to help to find and connect with qualified audiences and influence health outcomes.

Weather Targeting

Deliver hyperlocal, targeted, personalized health ads by leveraging an intelligent mix of weather data and health data, including:

• OTC/prescription sales from IQVIA
• anonymized patient reports and aggregated insurance claims reports from Merative
• weather science to identify the optimal mix of environmental elements most likely to exacerbate health conditions at a ZIP code level

Audience Targeting

In healthcare marketing, privacy is paramount. Find and connect with your audience using demographic look-alikes with a propensity for specific conditions. These representative audience models are based on:

• behaviors and insights from The Weather Channel digital properties, including site interests and frequent locations viewed
• anonymized health claims data
• CDC and other third-party sources

Beyond the marketing department

Make weather your business. The Weather Company can help you improve strategies, operations, and profitability across the enterprise. Yes, the same company that uses meteorological expertise and technology to help keep millions of people safe and informed about the weather also helps thousands of businesses increase the bottom line.

Weather Engine™

Help your business adapt quickly and make informed decisions that account for weather impacts. Powered by proprietary AI and machine learning, our Weather Engine helps you take advantage of large, analytics-driven insights across internal processes and consumer-facing touchpoints.

Weather Data APIs

Integrate reliable weather data directly into your enterprise applications, business processes, or own custom models. Both weather data and insights are available via APIs with flexible integration services.

Competitive advantage is in the forecast

The influence of weather on daily health and wellness choices isn’t slowing down. Marketers need ways to stand out in a crowded, challenging market. Fortunately, as weather, data, and health continue to intersect, you can trust The Weather Company’s advertising solutions to help you create purposeful, relevant connections and better outcomes for both consumers and your business.

Look no further than the 8 million #sweaterweather posts on Instagram or the staggering 239.6 million posts on TikTok. “Sweater weather” is more than just a seasonal change; it’s a cultural phenomenon that rivals the PSL for fall fame.

Social proof, combined with recent survey data, suggests that most industries offering seasonal products could benefit by timing their campaigns based on actual weather rather than a calendar date. When asked what prompts them to make fall-related changes, consumers overwhelmingly cited weather — 65% mentioned how it feels, and 64% noted the actual forecast¹. This means that understanding subtle weather shifts presents a major opportunity to tap into seasonal consumer habits.

In other words, to truly connect with your audience, you need to know precisely when they’ll be pulling out their sweaters — or even buying new seasonal products.

The relativity of weather

Pinpointing when sweater weather starts in specific markets requires more than just knowing when temperatures will dip below a certain point. Weather is a relative experience. What consumers qualify as sweater weather can span a 10 degree difference depending on where they live. For example, when it’s 45°F in Minneapolis, people are out in shorts, enjoying the brisk air. But when it’s 45°F in Georgia, people are bundled up on the couch, texting friends to make sure they’re staying warm.

We asked consumers what temperature makes them reach for their sweaters. The results? They provide a guide to when people across U.S. regions will start feeling like it’s fall.

Median temps at which The Weather Channel users say fall weather becomes cool enough to put on a sweater are highest in the West at 60 degrees and lowest in the Upper Midwest at 50 degrees.

Here’s the thing about fall weather: More than any other season, people anticipate sweater weather, and when it arrives, they’re ready to make changes.

But there’s one statistic that underscores why marketers should engage with consumers at the first hint of sweater weather: 66% of people say fall weather makes them want to try something new. For Gen Z, that number jumps to 79%¹.

The power of relativity

Brands across industries should take note: If the majority of consumers base their fall-related behavior on the feeling of autumn, knowing exactly when those feelings will arise is crucial.

Is it nuanced? Absolutely. But it’s not complicated if you have the right tools. With Weather Targeting, we’ve combined the world’s most accurate weather data² with third-party data sources and industry-leading AI technology. This allows you to understand how precise, hyperlocal conditions impact consumer mindsets and behaviors, enabling you to automate messaging at the exact moment sweater weather arrives.

So, as the season shifts and the air gets crisp, remember: Sweater Weather isn’t just a time to stay warm — it’s a moment to connect with your audience in a way that resonates deeply. And with the right strategy, your brand can be as eagerly anticipated as that first Pumpkin Spice Latte of the season.