Warm up your winter health and wellness campaigns

Editor’s note: All data sourced from Weather and Health Impact Study, Sago for The Weather Company, March 2024, unless otherwise noted.

As the mercury dips and the days grow shorter, the connection between weather and health is unmistakable — in fact, 89% of consumers believe weather impacts their health. This link often drives decisions related to winter health and wellness, as people frequently use weather as a signal to plan their day, make informed decisions about dosage and frequency for certain medications, and prevent symptom flare-ups by understanding optimal times for activities.

So, how might this winter’s forecast influence consumers and health and wellness marketing campaigns? Let’s start with a few highlights from The Weather Channel’s winter outlook 2024-25:

• A mild-to-warm winter overall: Most of the U.S., except the Northwest, is forecast to bask in above-average temperatures, but prepare for potential cold bursts that could keep people inside and send health conditions into a flurry.
• Wetter than average conditions: From the Northwest to The Northern Plains, expected above-average precipitation could cause people to seek comfort indoors.
• Early spring: Southern regions might get an early taste of spring, which could signal an early start to allergy season.

2024-25 winter outlook

The intersection of winter weather and wellness

You may not realize it, but winter weather can actually improve health and wellbeing. From joint pain relief, sharpened focus, improved sleep, or even weight-loss,¹ cold weather has its benefits. It also has its drawbacks, heightening health conditions like cold and flu, Seasonal Affective Disorder (SAD), and asthma. With 76% of consumers using weather to manage their health — a 33% increase since 2020 — understanding how weather patterns impact daily habits is vital for crafting effective wellness in winter campaigns. So, bundle up and explore how the winter chill can be to your advantage this season.

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Embrace the elements this season: Leverage the power of weather and digital advertising to ignite brand relevance and growth. Three ways health and wellness brands can put a weather strategy into action:

• Engage with qualified audiences across The Weather Channel app and weather.com premium consumer health experiences and content as they look to inform daily plans and health decisions from weather information.
• Activate health ads with Weather Targeting that leverages an intelligent mix of weather and anonymized health data to anticipate consumer behavior and drive action featuring over 100 health signals. With over 50% of Gen Z saying the most challenging thing about winter is lack of motivation, sleep, or energy (vs. 31% across demos),² we’re launching three new signals to meet consumer needs during winter season: stress, anxiety, and sleep.
• Transform data into business intelligence with Weather Engine.^TM Powered by AI and machine learning, Weather Engine is a decision-making platform and API integration that builds insights for businesses to optimize operations across the enterprise.

Make this winter your strongest season yet: Trust The Weather Company’s advertising solutions for insights and tools to elevate your brand and create better decisions for consumers.