“Remi saves a cat from a tree” - A headline that you can just see coming by in the cucumber season. Throughout the year, there is one period when the hustle and bustle of constant news seems to fade away. This period is also known as “cucumber time”. Why is this period so called and how did the term come about? Let's dive into the meaning and background of the cucumber season!
An important factor that contributes to cucumber season is the summer vacation. Many companies and also the media, including journalists and editors, have little to do during that period. Logical: the House of Representatives is on recess, schools are closed and many people are on vacation, so there is simply less news. Actually, it seems like the world is coming to a standstill for a moment. By the way, this does not mean that there are few news or activities. Important events/events can still take place, they are just less prominent.
Exactly where the term “cucumber time” comes from is not entirely certain yet. According to some, this is a loan word for the English “cucumber time”, where it was around 1700 was used for the first time. The term was adopted by the tailors to describe a time when they had little to do. During the summer, the nobility, for whom the tailors worked, moved from the city to the countryside. This created the joke that the tailors could only eat cucumbers in the summer because the meat was too expensive for them. It is not entirely clear whether the term actually comes from there, but to be honest: this explanation fits very well with the way the word is used today.
The term has spread over the years. It has been widely used since the mid-nineteenth century, so it has become a familiar concept.
But cucumber time isn't just the result of vacation plans and lazy days. It also has to do with a certain expectation from the audience. During the summer months, people often focus on their own vacation adventures. As a result, they are less likely to pay attention to earth-shattering events.
But did you know that it is precisely during this quiet period that more people take the time to read? While relaxing on vacation, many reach for their phones to visit news websites and apps. The fact that people have more time to delve into interesting stories is a great advantage for you and your organization.
During cucumber season, there are various catch-up moments and trends that you can capitalize on. Although it is a bit quieter around this time, there are still opportunities to stimulate interaction. Below, I share some catch-up moments and trends to consider during cucumber season:
International days are special dates that are recognized around the world to celebrate important topics, themes, and goals. Even during cucumber season, you have international days to take advantage of. Wondering what days these are? Be sure to check out our LinkedIn page. At the end of each month, we'll list all the important takeaways for you for the coming month.
During cucumber season, summer themes offer plenty of opportunities to respond to. Take, for example, the theme of sustainable mobility, which is often in the spotlight during the summer months. Organizations can respond to this by creating content on topics such as electric vehicles, green mobility solutions and smart urban planning.
If your organization focuses more on the energy transition, there are also plenty of opportunities. For example, you can share valuable tips for optimizing energy use in offices and using (solar) energy. The possibilities are endless!
In this quiet period, focus on your thought leadership. Create insights and publish them for your target group and (potential) customers. This creates an opportunity for your organization to stand out and attract attention through thought leadership.
Looking for inspiration during the cucumber season and not sure what to share? Don't worry, we have the solution for you! Schedule a free Cucumber Time Brainstorm with Remi Kuchler. Fill out the form below for an appointment and discover interesting ideas to share in your network in this meeting.
