The political fate of a country depends on a number of factors – and the weather could be one of them. With research finding that physical warmth reminds people of emotional warmth, the atmosphere has a hand in how we relate to our governments and even retailers.

Ever felt your spirits lift when the sun is out, or slump when waking up to grey clouds? It’s something we all experience, but beyond affecting mood, how does the weather impact shopping habits? And how can brands capitalise on seasonal and daily shifts to satisfy customers’ needs?

During a damp and moderate summertime, Germans found themselves less inclined to enjoy a pint. As people turn away from alcohol in daily life, beer is increasingly sold on the back of experiences, like Oktoberfest, rather than as a part of everyday drinking culture.

With 75% of catwalk models being white, it’s no surprise that young black women aren’t buying fashion’s token approach to diversity. Knots & Vibes is a London-based crochet brand rooted in the African-Caribbean community, using its platform to raise awareness of women’s issues and champion diversity.