Wired for Weather: How Mother Nature impacts emotions, shapes memories, and changes decisions

What if you could predict not just the weather—but how your customers feel because of it, and what they’ll do?

The Weather Company partnered with Neuro-Insight, a leading neuroscience firm, to map what happens to the brain in different weather conditions. The findings are striking: weather doesn’t just influence behavior on the surface—it rewires mood, memory, and decision-making at a subconscious level, where 90% of decisions are made.
Your consumers don’t just dress differently in different weather—they think differently. And when you align your messaging to match, ROI climbs—by nearly 20%. Weather is one of the most powerful signals in marketing. If it’s not part of your strategy, you’re leaving emotion, attention, and impact on the table.

Join The Weather Company to learn more about how marketers can use weather’s impact on mindsets and decision-making to improve KPIs.

Speakers

Ali Gwin – Head of Product Marketing @ The Weather Company
As the Head of Product Marketing for Ads at The Weather Company, Ali Gwin leads the team connecting one of America’s most trusted brands with the world’s top advertisers.

She works at the intersection of product, data, and storytelling, translating the company’s proprietary weather signal into a predictive, AI-driven platform that helps leading brands connect with consumers at precisely the right moment. Grounded in years of client success, her approach is deeply rooted in the advertiser’s voice, shaping strategies that drive both market adoption and measurable growth.

Ali holds an MBA from New York University’s Stern School of Business and a bachelor’s degree from the University of Georgia.

Adrienne Beck – Head of Marketing Insights & Analytics @ The Weather Company
Adrienne Beck is the Head of Marketing Insights and Analytics at The Weather Company. . In this role, Beck is focused on the development and application of consumer and customer insights for marketing and advertising, as well as understanding weather’s impact on consumer behaviors.

Previously, as head of sales strategy, Beck oversaw development of advertising and marketing strategies leveraging The Weather Company’s vast data, media, and technology solutions across verticals.
Beck has also held roles at Nielsen, Microsoft, and Yahoo!
Beck holds an MBA from the University of Chicago Booth School of Business, and a bachelor’s degree in International Relations from Stanford University.

Stacie Calabrese – VP, Research Services @ 4As