Today, the news doesn’t just inform us—it creates waves of consumer behavior. And for small business owners, those waves can turn into profitable tides if you know how to ride them. When you see a new law, a headline, or even a social media trend making waves, chances are it’s also shifting customer emotions, beliefs, and buying habits.
Let’s take a real-world example: Discussions about potential gun legislation trigger a massive uptick in the sales of guns and ammunition. Whether people support or oppose the policy, the buzz alone creates urgency—and urgency often drives spending. This is a prime example of how movement, both economic and emotional, can open unexpected doors for small businesses that are quick to act.
Unlike big corporations, small businesses have the unique advantage of agility. You’re not stuck in bureaucratic chains of command or long planning cycles. You can pivot fast, experiment, and get a product or message out to your audience while the big players are still in meetings.
So how do you actually use this to your advantage?
Here are a few ideas to get you started:
Monitor news and policy updates regularly: Sign up for alerts on sites like Google News or industry-specific publications to stay ahead of trends.
Pay attention to emotional reactions: Watch how people react to social media. Emotional shifts often precede consumer behavior changes.
Consider how fear or excitement might affect demand: Just like the ammo run, fear can create urgency. But so can hope, joy, or celebration.
Use storytelling in your marketing: Connect your product or service to the broader narrative. Make it feel relevant, timely, and personal.
Test fast, adapt faster: If you notice a sudden shift, try a pop-up sale, a targeted email blast, or a new social media campaign. Small tests can yield big insights.
For instance, how might media coverage of healthcare reform affect a wellness coach’s business? Or how could climate change news impact a local landscaping company? Even something like the MERS virus (or any public health scare) can influence consumer habits—people might prioritize safety products, health services, or home-based alternatives.
The key is to stay alert, curious, and responsive. Don’t dismiss news stories as “not related” to your business. Instead, ask yourself: How does this affect how people think, feel, and act—and how can I serve them in this new state of mind?
After all, being in tune with external events is free. But responding to them effectively can be priceless.
What current event do you think is creating movement in your market—and how could you use that to your advantage?
