Mustard’s Anthony Shephard-Williams on whether it is time to call time out on daylight saving.
As the UK once again springs forward into British Summer Time (BST), it’s worth asking: Why are we still doing this? It’s a big question and gets discussed year after year. Why though? What makes it such an emotive and contentious topic? YouGov data has consistently showed that the public are divided on the necessity of the bi-annual clock adjustments, with their latest poll showing that, while 46% of Britons think we should continue to implement daylight saving time, a further 42% think we should scrap it (Should we stop setting the clocks back? | YouGov). Before we get to the “now” though, let’s go back in time a little…
A quick trip down memory lane
Daylight Saving Time (DST) was introduced in the UK during World War I to conserve energy by making better use of daylight. The idea was simple: longer evenings meant less need for artificial lighting, saving coal for the war effort. Fast forward over a century, and here we are, still fiddling with our clocks twice a year.
The case for keeping DST
Some argue that DST still offers benefits:
- Energy savings: longer daylight in the evenings could mean less electricity used for lighting.
- Economic boost: extended daylight hours might encourage people to shop more and spend time outdoors, benefiting retail and leisure industries.
- Safety: brighter evenings could lead to fewer road accidents.
But let’s get real!
While these arguments sound reasonable, do they hold up in 2025? Let’s break it down:
- Retails is always open: extended daylight hours have traditionally boosted foot traffic in retail stores. However, with the continued surge in online shopping and 24/7 e-commerce, the impact of daylight on consumer behaviour is diminishing. The online spend trend shows no signs of slowing down – with revenue of the e-commerce industry in the UK forecast to continuously increase within the next 6 years (forecast to hit 185.9 billion U.S. dollars in revenue by 2029, or £143.7 billion at today’s exchange rate – Source: Statista Research Department, Mar 21, 2025).
- Energy consumption has evolved: our energy use today is vastly different from a century ago. With the rise of air conditioning, 24/7 businesses, and a plethora of electronic devices, the energy saved from DST is minimal at best. Times definitely have changed and we have conducted research about flexible tariffs in the utility sector, where consumers get a cheaper price for using energy at off peak times. We’ve also developed a segmentation around attitudes towards low carbon technologies in the home, which continues to gain pace as the nation moves towards net zero targets. In 2025 many of us manage our energy consumption more efficiently – regardless of when the sun rises or sets.
- Flexible working patterns: the traditional 9 to 5 is fast becoming a relic, accelerated by COVID-19. As Dolly Parton once sang, “Workin’ 9 to 5, what a way to make a livin,” but in 2025, many of us are more familiar with working 8-to-3, 10-to-6, or whatever fits around school runs and sourdough starters. With remote and hybrid working here to stay, our routines no longer revolve around daylight in quite the same way. So why should our clocks?
- Health implications: messing with our internal clocks isn’t just a minor inconvenience. Studies have linked the biannual time change to disrupted sleep patterns, increased stress, and even a higher risk of heart attacks.
- Regional discrepancies: in northern parts of the UK, such as Scotland, DST can result in darker mornings, posing challenges for early risers and school children.
The global perspective
We’re not alone in questioning DST. The European Union has debated scrapping it altogether, and several US states are considering the same. As the world re-evaluates the practice, perhaps it’s time for the UK to do the same.
So, what’s our verdict?
DST is, in many ways, a legacy decision based on assumptions that were once true – but may no longer hold. And that’s exactly where market research comes in. Regardless of subject or sector, market research exists to challenge assumptions. To ask: Do people’s behaviours still align with historical patterns? Are the old rules still valid? Have our attitudes, lifestyles and environments shifted? DST is a perfect case study in outdated policy that continues largely unchallenged – despite clear evidence of changing behaviours and technologies.
What do you think? Is it time to stop the clock on Daylight Saving?
