Facing the Ostrich Effect: How to Stop Avoiding the Truth and Start Taking Action

Have you ever found yourself avoiding that moment of truth—whether it’s stepping on the scales, getting your cholesterol checked at the GP, or even peeking at your bank balance?

I have, and if you have too, you’re not alone. What you’ve experienced is something behavioural scientists call the Ostrich Effect. It's a surprisingly common human tendency to bury our heads in the sand when faced with potentially unpleasant information.

What exactly is the 'Ostrich Effect'?

The Ostrich Effect is all about avoidance. It’s the way we're naturally inclined to steer clear of negative information that, ironically, could help us make better decisions and then take corrective action.

Interestingly, studies have shown that the ostrich effect isn’t just limited to individuals—it can also influence organisational behaviour. Research has shown finance investors can fall prey to this effect as well, avoiding unpleasant data or market signals that could indicate the need for change and this avoidance can have significant implications.

But why do we do this? We tend to do this because we’re afraid of how the information will make us feel—whether it's guilt, fear, anxiety or perhaps we're worried about how it might impact our lives, requiring us to make uncomfortable changes to our behaviour or self-image.

This can be particularly evident when people avoid getting tested for health conditions or diseases. The fear of what these results might reveal can lead to inaction, even when we know that early detection could significantly improve outcomes.

Why do we fall into the Ostrich Effect?

The Ostrich Effect isn’t just about fear of bad news; it’s also about the discomfort of facing the need for change. And humans don't like change!

When the potential information at hand challenges our current lifestyle, self-image, or even our perception of control, it’s tempting to just… look the other way. Unfortunately, this avoidance can lead to bigger problems down the road.

But some good news! If you recognise the Ostrich Effect, this can be the first step in overcoming it.

By understanding why we avoid certain truths, we can then begin to change our behaviour and make more informed, proactive decisions.

How can I overcome the Ostrich Effect?

So, if you recognise yourself in some of the behaviours described above, such as avoiding useful—but potentially negative—information, what can you do?

Well here are a few strategies I've identified in reading other articles on the subject that may help in facing up to the truth and taking action:

1. Identify the Root Cause

This may be difficult to do, but identifying the cause starts with figuring out why you’re avoiding the information. It may be fear of the unknown, anxiety about change, or concern over how the answer might alter other people's or your own view of yourself.

If you can understand the underlying reason, this can help you confront it head-on. (Okay, therapist talk over!)

2. See Things Anew - Reframe Your Perspective

Think about your long-term goals. This may be things such as, financial security, good health, or a full and happy life.

Then try to consider how knowing the truth you're avoiding —even if it’s an uncomfortable truth — can help you achieve those goals.

3. Break It Down

Now you’ve acknowledged whatever it is you've been avoiding, list out everything you could do to address the problem.

By breaking it down like this, the situation can start to feel more manageable and hopefully less overwhelming.

4. Accentuate the Positives

As Bing Crosby sang, "You've got to ac-cent-tchu-ate the positive Eliminate the negative."

If you visualise all the possible positive outcomes of taking action, whether it’s improved health, financial stability, or peace of mind, by focusing on the benefits this can motivate you to move forward.

Further Reading and Listening

If you’re intrigued by the Ostrich Effect, here's some books, podcasts and articles that may interest you.

?? Books: "Thinking, Fast and Slow" by Daniel Kahneman is a classic in the field of behavioural economics and delves into the cognitive biases that influence our decision-making process, including the Ostrich Effect.

?? Podcasts: Hidden Brain by NPR covers a wealth of subjects in this area, and the episode "The Ostrich Effect" explores why we avoid uncomfortable truths and how we can change that behaviour.

Conclusion: Embrace the Truth for a Better Future?

The Ostrich Effect might be a natural human tendency, but it’s also one that we can overcome with awareness and intentional action.

By facing up to the truth—no matter how uncomfortable that might be—we are making ourselves open to improvement, and hopefully, ultimately, a more rewarding life.

Next time I'm tempted to avoid a difficult reality, I'll try to take a deep breath, face it head-on, and remember that the information I'm avoiding could be the first step to a better future.ave you ever found yourself avoiding that moment of truth—whether it’s stepping on the scales, getting your cholesterol checked at the GP, or even peeking at your bank balance?

I have, and if you have too, you’re not alone. What you’ve experienced is something behavioural scientists call the Ostrich Effect. It's a surprisingly common human tendency to bury our heads in the sand when faced with potentially unpleasant information.

What exactly is the 'Ostrich Effect'?

The Ostrich Effect is all about avoidance. It’s the way we're naturally inclined to steer clear of negative information that, ironically, could help us make better decisions and then take corrective action.

Interestingly, studies have shown that the ostrich effect isn’t just limited to individuals—it can also influence organisational behaviour. Research has shown finance investors can fall prey to this effect as well, avoiding unpleasant data or market signals that could indicate the need for change and this avoidance can have significant implications.

But why do we do this? We tend to do this because we’re afraid of how the information will make us feel—whether it's guilt, fear, anxiety or perhaps we're worried about how it might impact our lives, requiring us to make uncomfortable changes to our behaviour or self-image.

This can be particularly evident when people avoid getting tested for health conditions or diseases. The fear of what these results might reveal can lead to inaction, even when we know that early detection could significantly improve outcomes.

Why do we fall into the Ostrich Effect?

The Ostrich Effect isn’t just about fear of bad news; it’s also about the discomfort of facing the need for change. And humans don't like change!

When the potential information at hand challenges our current lifestyle, self-image, or even our perception of control, it’s tempting to just… look the other way. Unfortunately, this avoidance can lead to bigger problems down the road.

But some good news! If you recognise the Ostrich Effect, this can be the first step in overcoming it.

By understanding why we avoid certain truths, we can then begin to change our behaviour and make more informed, proactive decisions.

How can I overcome the Ostrich Effect?

So, if you recognise yourself in some of the behaviours described above, such as avoiding useful—but potentially negative—information, what can you do?

Well here are a few strategies I've identified in reading other articles on the subject that may help in facing up to the truth and taking action:

1. Identify the Root Cause

This may be difficult to do, but identifying the cause starts with figuring out why you’re avoiding the information. It may be fear of the unknown, anxiety about change, or concern over how the answer might alter other people's or your own view of yourself.

If you can understand the underlying reason, this can help you confront it head-on. (Okay, therapist talk over!)

2. See Things Anew - Reframe Your Perspective

Think about your long-term goals. This may be things such as, financial security, good health, or a full and happy life.

Then try to consider how knowing the truth you're avoiding —even if it’s an uncomfortable truth — can help you achieve those goals.

3. Break It Down

Now you’ve acknowledged whatever it is you've been avoiding, list out everything you could do to address the problem.

By breaking it down like this, the situation can start to feel more manageable and hopefully less overwhelming.

4. Accentuate the Positives

As Bing Crosby sang, "You've got to ac-cent-tchu-ate the positive Eliminate the negative."

If you visualise all the possible positive outcomes of taking action, whether it’s improved health, financial stability, or peace of mind, by focusing on the benefits this can motivate you to move forward.

Further Reading and Listening

If you’re intrigued by the Ostrich Effect, here's some books, podcasts and articles that may interest you.

?? Books: "Thinking, Fast and Slow" by Daniel Kahneman is a classic in the field of behavioural economics and delves into the cognitive biases that influence our decision-making process, including the Ostrich Effect.

?? Podcasts: Hidden Brain by NPR covers a wealth of subjects in this area, and the episode "The Ostrich Effect" explores why we avoid uncomfortable truths and how we can change that behaviour.

Conclusion: Embrace the Truth for a Better Future?

The Ostrich Effect might be a natural human tendency, but it’s also one that we can overcome with awareness and intentional action.

By facing up to the truth—no matter how uncomfortable that might be—we are making ourselves open to improvement, and hopefully, ultimately, a more rewarding life.

Next time I'm tempted to avoid a difficult reality, I'll try to take a deep breath, face it head-on, and remember that the information I'm avoiding could be the first step to a better future.