Brands that Target Fear: Good or Bad for Business?
These have been anxious times. In May 2019, I told VOX that a concern with crime reflected the general level of discord and comfort societally. Here we are more than two years later dealing with the aftermath of a contentious election, months of social isolation, kids homeschooling, the politicization of masks and vaccines, and slow and unsteady movement to reengagement — not to mention the trauma for those who suffered personal loss. With all these things to worry about, did our concerns over crime and other bad things rise? Did we feel compelled to download the Citizen app or buy insurance? Brands who take advantage of fear to drive short-term sales will regret it in the long run–unless they weren’t planning on having one.
Products like security systems and crime apps are supposed to give users peace of mind. But worry as we might, COVID created opposing pressures. Many people have been feeling financial pressure, so in spite of perceived vulnerability, they were unlikely to invest in costly security systems and cameras. Who needs a camera when we’re home anyway? However, the level of fear and helplessness compounded with the underlying anger and fundamental disagreements about the pandemic can motivate people to trust others less and watch them more because those emotions increase distrust. With all that free time, crime-watching can become a cheap form of entertainment. Unfortunately, a steady diet of crime can cause people to think the world is more dangerous than it really is.
Breeding fear is good for business when you sell security systems or run for public office. Brands have more flexibility than politicians, though. They can take a longer view and focus on the well-being of their customers. Encouraging people to distrust their world and spy on their neighbors is not keeping people safe. It’s taking advantage of kneejerk fear reactions rather than building strengths and competence. Since consumers build brand relationships over time, investing in the well-being of your customers, rather than cash in the drawer today, can pay longer-term dividends because it creates trust and, let’s face it, nobody sticks around with people (or things) that make them feel bad.
That perception is all in the story behind the service. Brands can empower people by giving them tools to meet…
