The marketer’s guide to fall: How to win with mindset marketing

Fall is officially here, and with it comes our first taste of cool, crisp air and hotly-anticipated pumpkin spice lattes. Have you noticed that these seasonal rites also bring a feeling of optimism and new possibilities? This isn’t a coincidence – it’s a predictable psychological state we call the Creating Mindset.

In a recent, groundbreaking research study with a leading neuroscience firm, we found that pleasant weather triggers this mindset, where people are primed for optimism, discovery, and new experiences. For marketers, this isn’t just a good mood; it’s a golden opportunity to launch products, drive spontaneity, and significantly boost your brand’s ROI.

When the sun is shining and the air is cool, people aren’t just happy; they’re ready to say “yes” to new routines and aspirational purchases.

What is the Creating Mindset?

The Creating Mindset – one of four weather-driven mindsets – is an ideal state for driving consumer action. On sunny days when the temperature, humidity, and wind speed signal fall’s arrival, the brain’s engagement and detail memory centers ignite.

In this mindset, consumers are curious, confident, and motivated to act. It’s an ideal time for campaigns designed to inspire spontaneity. Tailor your campaign to this mindset and you could boost ROI by nearly 20%.¹

How to tap into spontaneity

The Creating Mindset is all about seizing the moment. Introduce something new and bold, tell a positive story, and create memorable brand impressions. Your audience is primed for:

• Product trials
• Product and brand launches
• Conquesting
• Full price or impulse purchases
• Campaigns that inspire and educate

Here’s how to craft a fall campaign that resonates with consumers on a beautiful fall day.

1. Use action-oriented messaging

Conditions are primed for conquesting. Go after new audiences and steal loyalty. Consumers in this mindset are motivated to act. Your messaging should reflect this urgency and confidence. Use phrases that encourage immediate action, such as “Start Your Fall Adventure,” “Try a New Pumpkin Spice Recipe,” or “Refresh Your Wardrobe.”

2. Embrace “fresh start” mentality

Position your product or service as the spark for something new this season. Whether it’s preparing your home for colder weather, starting a new wellness routine, or getting a head start on holiday planning, align your brand with the consumer’s desire for a fresh beginning. This is a prime psychological state for launching products or highlighting new seasonal features.

3. Go bold with your fall creative

Your visuals should reflect the optimism of the season. Use a rich, vibrant color palette. The imagery should evoke a sense of optimism and seasonal beauty. Ads that go bold visually can drive 13% higher visual attention² and 19% stronger global memory,³ as they mirror the consumer’s upbeat emotional state.

4. Forecast your fall funnel 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,⁴ we identify the specific atmospheric conditions – like a crisp, sunny autumn afternoon with low wind – that are scientifically proven to trigger a sense of optimism. It’s about more than seeing the season on the calendar; it’s knowing the exact moment the brain is wired to be inspired.

Coffeehouse brand perks up purchase intent with Gen Z

Using seasonal first Weather Targeting solutions, a leading coffeehouse brand connected with consumers when they were most likely to try new products and seasonal flavors.

A harvest of opportunity

Beautiful autumn days are far more than just pleasant weather; they are a predictable psychological forecast for marketers. By understanding and leveraging the Creating Mindset, you can align your brand with consumer optimism and turn fleeting moments of fall beauty into lasting connections and profitable conversions.