Every summer seems hotter than the last, and 2025 is proving no different. With record-breaking heatwaves sweeping across major markets in the UK, Europe, and beyond, businesses are feeling the ripple effects – from foot traffic to online engagement to product demand. For marketers, this isn’t just a seasonal shift, it’s a strategic opportunity. Heatwave-proof marketing isn’t just about weather; it’s about behaviour, psychology, and adaptability.
In this blog, we’ll explore how to build campaigns that stay effective when the temperature spikes and consumer routines shift. We’ll examine how extreme heat impacts buyer behaviour, what messaging resonates best during hot spells, and how brands across industries can future-proof their marketing strategy against climate-driven disruptions.
How hot weather changes consumer behaviour
Heatwaves don’t just raise temperatures – they reshape how people behave, shop, and respond to messaging. Here’s how:
- Lower outdoor activity: People are less likely to attend events, shop in physical stores, or engage in outdoor brand activations.
- Spike in digital engagement: Screen time increases, especially during peak heat hours (late morning to mid-afternoon).
- Changes in emotional state: Heat makes people more irritable, impulsive, and sensitive to messaging.
- Surge in utility and comfort spending: Air conditioners, cold beverages, home delivery, and shade-related products see sharp upticks.
- Health and wellness concerns: Consumers focus more on hydration, skincare, and indoor fitness routines.
This means marketers need to adapt both tone and tactic: campaigns must prioritise empathy, convenience, and relevance.
Designing messaging that resonates in the heat
Lead with empathy, not urgency
Extreme heat adds stress. Pushy messaging can come off as insensitive or tone-deaf. Brands that acknowledge the discomfort – while offering relief or relevant solutions – build stronger trust.
Instead of:
“Don’t miss out on our flash sale – ends at midnight!”
Try:
“Cool off with 30% off – no rush, we’ve extended our offer all week.”
Use temperature-aware language
Literal references to heat or cooling can catch attention. Words like “refresh,” “chill,” “cool,” “shade,” or “sun relief” trigger positive associations.
Example:
“Stay chilled this weekend with our curated collection of summer must-haves.”
Prioritise visuals with psychological impact
Use imagery that evokes coolness: blues, whites, water, snow, ice, or breezy shade. People subconsciously gravitate toward cooling aesthetics during heatwaves – even if the product itself isn’t cold.
Platform strategies for heatwave season
When the temperature rises, the way people engage with media shifts. Here’s how to meet them where they are:
Optimise for mobile-first
Heat keeps people indoors, often lounging on their phones. Make sure your campaigns are mobile-optimised: quick load times, responsive design, tappable CTAs.
Shift ad spend to midday hours
During heatwaves, peak screen time moves earlier in the day. Consider increasing ad frequency between 11 am and 3 pm when people are seeking indoor distraction.
Go lighter on email, heavier on stories and reels
People have less patience for dense emails or long-form copy during discomfort. Short-form, highly visual content performs better. Instagram Stories, TikToks, and YouTube Shorts are ideal formats.
Product positioning: sell the solution, not the heat
It’s easy to lean into “summer vibes,” but in record-breaking temperatures, that can feel out of touch. Instead, reframe your products as solutions to discomfort or fatigue.
Examples by industry
- Apparel: Highlight breathability, moisture-wicking fabrics, or UV protection—not just summer style.
- Food & beverage: Focus on hydration, freshness, or convenience. Avoid heavy or overly spicy themes.
- Tech: Emphasise indoor entertainment (e.g., gaming, smart home comfort), or mobile cooling gadgets.
- Travel: Position cooler destinations (mountains, lakes), or stress indoor luxury and AC-powered experiences.
Campaign timing: be ready to act fast
Heatwaves often hit with little warning and last unpredictably. Static summer campaigns can miss the mark unless they’re built for flexibility.
Build campaigns in modular formats
Create marketing assets that can be quickly swapped or reskinned for heatwave conditions. Think:
- Interchangeable banner copy
- Ad sets with “cool” vs. “sunny” themes
- Dynamic product carousels by temperature zone
Monitor weather in key markets
Use automated weather tracking tools to trigger campaign shifts. If a city heats up, switch to your “hot response” variant.
Leverage real-time triggers
Push notifications, SMS alerts, and in-app messages tied to temperature spikes can drive urgency without being abrasive.
Example:
“It’s 36°C in Manchester! Stay cool with a cold brew delivered in 20 minutes – free delivery today only.”
Physical location strategies: beat the heat on-site
If you have a brick-and-mortar presence, you can still draw customers during a heatwave – if you create a refuge rather than a burden.
Use stores as cool zones
Promote your air conditioning, shade, or hydration stations as part of your brand value.
Signage idea: “Come chill with us – AC on, and iced drinks waiting.”
Pivot outdoor marketing efforts
- Reschedule events to mornings or evenings
- Use tents, misters, or branded fans at outdoor events
- Offer water, shade, and sitting areas as part of your engagement setup
Collaborate with community cooling efforts
Partner with local governments or nonprofits offering cooling stations. You can support visibility and earn goodwill while keeping people safe.
Case studies: brands doing it right
IKEA – “Stay cool, stay home”
In several heat-prone markets, IKEA ran mobile-first campaigns highlighting AC-friendly furniture, blackout curtains, and indoor décor. Their email subject lines referenced local heatwave stats (“Madrid Hits 41°C—We’ve Got You Covered”) and saw 32% higher open rates during the spike.
Deliveroo – weather-driven perks
Deliveroo used local heat indexes to dynamically offer perks like “free delivery when it’s over 30°.” The campaign boosted mid-afternoon orders by 18% and strengthened brand loyalty in markets with consistent summer heatwaves.
Dove – cooling product launch
Dove timed its launch of a new Cooling Care body wash line with early July heat alerts in the UK. Ads featured misty visuals, frost-toned packaging, and copy like “gentle refreshment for sweltering days.” The product sold out in major cities during a 10-day heatwave.
Avoid these common mistakes
Even well-intended summer campaigns can backfire if they ignore context. Here are pitfalls to avoid:
Glamorising dangerous heat
Steer clear of messaging that equates extreme heat with fun or leisure. It can alienate audiences struggling with real discomfort – or worse, health risks.
Ignoring accessibility and inclusivity
Heat impacts vulnerable groups more severely. A campaign that assumes everyone has AC, flexibility, or time to “relax in the sun” may feel privileged or out of touch.
Staying static during evolving weather
Summer 2025 is dynamic. A static July campaign designed in April may already feel outdated. Agile updates are key.
Long-term strategy: future-proofing for climate shifts
Heatwaves aren’t one-off disruptions—they’re part of an escalating trend. Marketers should adapt not just for July 2025, but for every hot season ahead.
Build climate scenarios into marketing planning
When forecasting Q3 goals or campaign calendars, include:
- Contingency plans for weather-based pivots
- Alternate creative for “extreme heat” periods
- Cross-functional plans with ops and product to match supply and demand shifts
Embrace sustainability where it counts
Climate-conscious customers expect brands to do more than just “market through the heat.” If your product or service contributes to cooling, comfort, or sustainability, highlight it authentically.
Examples:
- “Our breathable shirts are made from 100% recycled water bottles.”
- “This fan uses 60% less energy—keep cool, reduce impact.”
Educate, don’t exploit
There’s a fine line between leveraging summer conditions and exploiting climate anxiety. Balance helpful content (like hydration tips, UV safety, or local cooling info) with product promotion.
Conclusion: turn the heat into a competitive edge
Heatwaves are more than a meteorological event – they’re a marketing moment that demands empathy, speed, and smart strategy. The brands that succeed in July 2025 will be those that design for discomfort, speak to the moment, and adapt as conditions change.
Rather than push through the heat with rigid plans, now is the time to evolve. Audit your summer campaigns, refresh your creative, and put your audience’s comfort first. In a world that’s only getting hotter, marketing that cools – wins.
