Do you avidly dislike Daylight Saving Time (DST) and feel it is now irrelevant? You are not alone!
Millions of Americans just cringe when the spring and autumn when we gain and lose an hour: while spring is a happy time, we hate losing that one precious hour. While autumn gives us that precious extra hour, we hate the early darkness. We cannot win with DST and never really could.
On March 8 we lose that hour but the sun sets later. Use this DST to take an informal poll of your staff and your customers/clients/patients. Take a close look at your operations during Monday, the 9th as well – are things just a little off because both staff and your client/customer/patient base are off?
Find out how your employees as well as your client/customer/patient base feel about “springing forward” this year. There is a movement called End Daylight Saving Time, which has been gathering tremendous steam since its inception in 2017 by entrepreneur Anthony Boldin, who explained that the organization’s goal is successfully persuade Congress to end DST within three to five years from 2017.
According to the organization, its survey of 1,100 respondents depicted a clear desire among Americans to put Daylight Saving Time to bed. A majority of them -- 84% -- asserted, “I like the idea” of a sun setting later in winter, and 74% said they wanted it to end.
Delving into wide-ranging published research, Boldin and his staff identified the following potential benefits of ending Daylight Saving Time:
- Lower crime
- Health improvements
- Lowered incidence of disturbed sleep
- Energy savings
- Reduction of pedestrian fatalities and fewer traffic accident
- Decrease incidence of depression and SADs (seasonal affective disorders)
Perhaps, if you and your staff feel strongly about it, a promotional campaign can be born. You can tie in with the petition found at www.enddaylightsavingtime.org, or the aforementioned benefits, if they relate somehow to your business and its mission. By linking into the awareness of the benefits, your business will be viewed as nurturing, protective, supportive of your base’s and your community’s overall well-being.
Another promotional opportunity resides in debunking misinformation about DST. A widespread myth of the rationale behind DST was that farmers could be more efficient in managing crops and livestock. However, this is not the case. According to Boldin, when DST was created in 1919, farmers vehemently opposed the time changes as they would significantly disrupt their set rhythms. If your business is located in a community with a farmer’s market, or you do business with farmers, show your support with an end DST promotion. Perhaps a logo’ed calendar, a logo’ed seed pack.
There are numerous creative opportunities, from a giveaway to a promotional event. And recognizing the growing desire to end Daylight Saving Time with a promotion helps your business cut through the clutter; as this November, most businesses will be thinking of Thanksgiving and holiday promotions.
As an example of a DST promotion, the Colorado specialty organic chain Natural Grocers is visibly on board with expanding awareness, especially as it relates to its business. The chain is focusing on how DST impacts health and wellness. On March 7, the retailer will host promotional events that include a prize of a year’s worth of its own brand of coffee as well as health education events focusing on how to naturally combat the effects of DTS. The retailer is also highlighting the need to sign the petition on enddaylightsavingtime.org.
DST ends on Sunday, November 1 and although we gain an hour – we are plunged in darkness during happy hour. Use this DST on March 8 as your informal research then begin to plan.