At the time of this writing, we are experiencing divisive and turbulent times in our country that are unlike anything I have ever seen over more than 5 decades.
As we watch events unfold, it’s easy for us to dwell on all that is wrong. It can consume us. Which is why we need to step back and ask, “What lesson lies within all this?”
Fear is powerful
Anyone who works with a brand knows the power of fear. Fear of missing out (FOMO) is one of the most potent motivators for us humans. And it’s not the only fear that brands exploit. Here are a couple of examples:
- The fear that people will think less of you because of the way that you look. (Used by beauty, personal care, and fashion brands as well as auto brands and more.)
- Fear that you could run out of money or end up being a burden to someone else. (Used by insurance and financial planning brands and even mortuaries.)
Fear causes us to think of what we might lose. We’re wired to avoid losses. In fact, loss aversion is a more powerful motivator than the prospect of gaining something. In other words, we’d rather avoid a potential loss than pursue a potential gain. Even when that potential gain is greater than the loss!
