Brands at Times of Radical Uncertainty

It has been proven time and time again that what goes up must and will come down. Economic uncertainty has always been part of our lives, but what we’ve been experiencing in the post-pandemic era feels different—a general sense of anxiety that’s been described as “radical uncertainty,” an underlying sense of impending chaos coming from all angles, not just the economy.

The simple act of trying to make sense of daily news can leave you confused, discombobulated, and doubtful of things you thought to be true. This is happening at a macro level…will there be another war…an extreme weather event this season…a volcano? And this affects our confidence at a personal level…wait, is even one glass of wine bad for me?

Things are particularly murky these days when it comes to the economy because of all the mixed signals we’re getting. Job numbers are up but so is inflation, it’s a recession but don’t call it that, and so on. Just a glance at recent headlines could make anyone dizzy.

The challenge for brands, then, is how to help their customers navigate this volatile landscape.

During times of great uncertainty inertia sets in, as consumers become skeptical that a better alternative actually exists. When there are no obvious or clear choices, we simply think it is better to do nothing. And when consumers do nothing, brands suffer.?

So what can a brand do in order to get consumers to overcome this sense of paralysis during these interesting and unpredictable times?

1. Deliver tangible value: People seek value during tough times, but we all know value is a loaded concept that means different things to different people at different times.? Embrace the contextual need for value and consider value in all its forms, explore everything from discounts to unexpected moments of levity or an added service. Dating apps have been doing this through some unlikely brand partnerships. Tinder teamed up with HelloFresh to offer consumers Date Night Delights recipe series. Similarly, Match and Calm coupled up to offer free counseling to celebrate World Mental Health Day, since better mental health results in better relationships.
2. Accentuate the positive: When people start to feel pessimistic, it’s tempting to commiserate with them, and many brands make that play to convey empathy. However, what people really crave is optimism. The real opportunity for brands is to find genuine positive moments—not Pollyanna promises—and deliver moments of positive energy without being tone deaf or disingenuous. Amazon’s latest spot, Double Shot Dad follows an exhausted new dad who gets a jolt of inspiration from watching The Boys on Amazon Prime Video to improve his coffee routine. We watch him order various coffee equipment and ingredients while caring for the baby, growing more energetic and excited along the way. Without any dialogue or voiceover, the spot manages to succinctly turn a challenge into an opportunity to kick-start a new passion.
3. Humanity above all: In addition to this constant state of uncertainty, we are also finding ourselves lonelier than ever. Many of us don’t have the money to socialize as much as we did before, and the digitization of everything has left people feeling less in touch with our fellow humans than ever. Whatever the case may be, brands that succeed will be the ones that facilitate human connections.?British Airways tapped into this idea with the Big Little Welcomes activation that turned its digital outdoor airport ads into personalized welcome home posters for those traveling over the holidays. Each ad was a handwritten note submitted by those going to collect loved ones from the airport.
4. Comfort through nostalgia: Turbulence causes us to emotionally? turn toward the tested and true. Just like you want mac ‘n cheese after a tough day, people yearn for brands and experiences that? ground them. This explains the surge of nostalgia we’re seeing all around us. Whether watching reruns of Friends, celebrating sequels like Top Gun: Maverick, listening to music on vinyl or switching to a flip phone, Gen Z is reportedly the most nostalgic for the 90s, despite being born in the 2000s. Savvy brands are jumping on the bandwagon by reviving old mascots, logos or products, bringing their iconic assets back with a modern twist.
5. Educate to empower: Knowledge is power, giving consumers a much-needed feeling of confidence. Any effort a brand can make to educate its consumers and put more of the information they need at their fingertips will not be taken for granted as customers feel more informed and in control. And education does not have to mean humdrum content.At CES last month, Mastercard announced an AI assistant for entrepreneurs looking to start and maintain small businesses. The app will offer tools that educate customers? on how to set up a website or online ordering as well as answer questions about grants they have access to, forms they need to file, taxes they need to pay as well as operating permissions they have as a new business owner. This purposeful use of AI is a great example of how a brand can help its customers make decisions big and small by making help and clarity easily accessible.

Yes, uncertainty breeds inertia, but inertia goes against our nature. As humans, we want to move forward—not merely in the financial sense but towards feeling happier, healthier, and more fulfilled—and we want to make decisions and take actions that get us there.

There is a real opportunity for brands to help people ignore the mixed signals, find a clear path forward, and give them the confidence to make decisions. Whether the world calms down or remains chaotic, the brands that do these things will thrive.

Written by Olivia Lord , Senior Strategist at Havas New York

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