ARTICLE SUMMARY: Most people feel we live in uncertain times. This uncertainty can be influenced by external conditions, market dynamics, or personal circumstances.
There is enough fear to go around. People are scared of inflation, recession, market volatility and a whole hosts of other fears. The granddaddy of them all seems to be job insecurity, nearly five in six workers are concerned about job loss in 2024. That’s a big hurtle for brands to overcome.
“How Brands Can Counter Consumer Uncertainty” by Robert Wheatley examines this problem and the fear that breeds anxiety and takes away what people prize the most in life, certainty. To combat this his strategy calls for understanding.
- Why Is This Challenge Gaining Traction?
- Using Fear As A Marketing tactic
- Importance Of Validation, Verification And Advocacy
It’a a multi faceted problem that designers are faced with. Fear of making bad decisions, fear of disappointment, fear of loss (or loss of control) is just the tip of the iceberg.
Disappointment is an emotion people universally seek to avoid. More often than not, marketing strategies assume the consumer is primed and ready to buy as soon as “consideration” is activated through an awareness building tactic. This line of thinking fails to account for the reality of how people think-then-behave and what’s required to intentionally displace fear with trust.
In closing Robert Wheatley reminds us “People want to be part of something greater than themselves, and smart brands are in a position to provide that deeper meaning. This soulful adventure makes a brand transcendent, inviting consumers to join the brand on its mission as advocates and ambassadors rather than just transactional customers.”
This article has some great insights to the problem and suggestions on how designers can help consumers to overcome their uncertainty.
if you have time tell us your thoughts on this topic in the comments.
