In uncertain times, a promise is not enough.

Today, 73% of Americans are anxious about the results of the 2024  election, and 70% feel uneasy about current events (American Psychiatric Association).

In a world heavy with uncertainty, people aren’t looking for more promises. They’re searching for something real.

• For change.
• For future.
• For hope.

Uncertainty often makes us freeze. Uncertainty is uncomfortable.
Brands that step up during challenging times build trust and create deeper connections.

This isn’t just about surviving uncertainty — It’s about showing leadership.

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Here’s how brands can make an impact:

–LISTEN to the human pain points
–ACT with solutions that ease their burden
–LEAD with empathy, not just words
–THINK LONG-TERM – values over profits

Here are six examples of brands bringing this to life.

 1. Guarantee Savings

• It helps consumers feel like you have their backs and are willing to take a hit.
• IKEA Introduces SHT Tax Cut on Second-Hand Products (SHT) Why pay twice?

2. Become Their Ally

• Demonstrate empathy to show that we are all in it together.
• Burger King: As prices rise at the pump, Whopper® prices drop at the drive-thru.

3. Surprise & Delight

• Sometimes, it’s about finding ways to brighten their day and keep hope alive for a better future.
• Oreo’s playful, hands-on concept of fixing broken cookies with a ‘glue’. Making a therapeutic break from daily stresses.

4. Provide An Escape

• Find new partnerships or ways to distract them from reality and help them enjoy the moment.
• During the 2008 financial crisis, Lego partnered with popular franchises like Star Wars, Harry Potter, and Batman, helping to tap into a wider audience and maintain strong sales.

5. Simplify Their Life

• Offer ways to reduce consumption and manage their budget.
• In 2011, Patagonia launched Common Threads initiative to repair clothing, followed by its famous ‘Don’t Buy this jacket’ campaign.

6. Deliver Reassurance

• Provide reassurance that, if anything goes wrong, you’ve got their back.
• In 2009, Hyundai launched the Assurance program, which boosted consumer confidence by allowing buyers to return the car cost-free in case of job loss.

Be the action. Be the stability. Be the trust consumers need today.

Contributed to Branding Strategy Insider by Anya Liddiard, Director, Brand Strategy, Innocean

At The Blake Project, we help clients worldwide, in all stages of development, define and articulate what makes them competitive and valuable at pivotal moments of change. Please email us to learn how we can help you compete differently.

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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