Spring mindset marketing: Turn seasonal energy into lasting connections

Spring is near – March, April, and May forecasts point to warmer-than-average temperatures for most regions outside the North  – bringing a powerful shift in consumer behavior that marketers can’t afford to ignore.

As temperatures climb, days lengthen, and the first blossoms emerge, something remarkable takes place in the human brain. Consumers don’t just feel different, they think, act, and spend differently. There’s a reason for this —  a distinct, neurological state we call the Creating Mindset.

The Creating Mindset: Why spring changes everything

The Creating Mindset – one of four distinct weather-driven mindsets – represents a powerful brand-consumer moment. In groundbreaking research conducted with a leading neuroscience firm, we discovered that this predictable, seasonal shift influences how people process information and make decisions. During spring’s arrival, consumers feel more social, spontaneous, and energized to tackle to-dos. People aren’t just open to new experiences — they’re actively seeking them.

For brands ready to align their strategies with this mindset, the payoff is significant: Campaigns can see ROI boosts of nearly 20%.¹

Make the most of spring’s marketing magic

When your campaigns align with the Creating Mindset, you’re not just reaching consumers — you’re connecting with them at a neurological level when they’re most receptive.

Here’s how to craft a spring campaign that resonates with consumers during this season of renewal.

1. Launch something new

Spring isn’t just about renewal — it’s prime time for product and brand launches. Consumers in the Creating Mindset are exceptionally receptive to trying new things and motivated to buy. This makes for an ideal moment to introduce your brand or your products to the market. Their brains are set for discovery, and their wallets usually follow suit.

This heightened openness to new experiences creates a powerful opportunity for conquesting. For example, when consumers are feeling optimistic, they’re more likely to consider switching brands or exploring alternatives they might have previously overlooked.

2. Embrace the fresh-start mentality

As colder, dreary weather gives way to sunnier skies, people emerge with renewed energy. They’re heading outdoors, resuming social activities, getting motivated to begin fresh health and wellness routines, and investing in products that support healthier lifestyles. Social activity and spontaneity spike with nicer weather, driving more people to make an impulse purchase, shop in stores, dine in restaurants, and explore the outdoors. Position your brand as the catalyst for their fresh start, and you’ll capture attention when motivation peaks.

Spring is also the top season for both indoor and outdoor cleaning projects.²  In fact, 76% of parents tackle major indoor cleaning during the season,³ with two-thirds planning their cleaning schedules around weather forecasts.⁴

Likewise, brands in the home care, wellness, and lifestyle categories have a clear opportunity to meet consumers exactly where their seasonal priorities lie.

3. Lean into brand storytelling

During the Creating Mindset, engagement and memory centers are also heightened.. This means campaigns that embrace compelling storytelling don’t just capture attention — they create impressions that outlast the season.

This is your moment to go beyond product features and connect emotionally. Share narratives that resonate with renewal and transformation. When the brain is wired to absorb and retain, the stories you tell today become associations consumers carry with them.

4. Connect at the moment of intent with Weather Targeting

Powered by AI, Weather Targeting makes it easy and efficient to align your brand when and where people are primed for your message. As the world’s most accurate forecaster,⁵ we identify the specific atmospheric conditions at the ZIP code level – like a warm, breezy spring morning – that are shown in research to be associated with a sense of optimism.

Spring on the brain

Activate the Creating Mindset in your spring strategy and align your brand with the moment the brain is wired to be inspired. Spring weather isn’t just a pleasant backdrop for your campaigns. It’s a catalyst — and mindset marketing is how you harness it.