Big challenges shouldn’t call for caution, they should call for courage

By Dr. Tom Wormald, Managing Partner, Yonder Consulting

We are living in a constant state of uncertainty. Every day seems to bring more breaking news with universal impact, and what used to be called ‘once-in-a-lifetime’ headlines feel like weekly events. Against this backdrop, companies are unsure of what to do next, afraid to bet on the wrong horse, so to speak, and potentially fall foul of economic turbulence or rapidly shifting consumer trends. So they play it safe. Budgets get frozen, innovation is put on the backburner, and goals shift from challenging the status quo and being brave, to staying afloat and riding out the storm.

But businesses are looking at the problem from the wrong angle. This isn’t a money or budgetary issue—it’s a confidence issue. Smart marketers know they don’t sell products; they sell ideas and beliefs. That’s always been true but most especially at times like this, when what people need more than ever is confidence. Seen through that lens, marketers can play a pivotal role in overcoming the current crisis of confidence and breaking the cycle of pessimism that is plaguing businesses and consumers worldwide.

In uncertain times, businesses—regardless of industry—often react similarly. Private equity slows investments to keep a higher level of control on their capital, which in turn slows innovation. Businesses hoard capital and scrutinise their P&Ls even more closely than before. This makes sense in theory—to protect one’s business in times of crisis—but the reality is that this behaviour can have a marked impact on the business’s ability to be cutting edge at a time when new ideas and the ability to unlock stagnant markets are needed more than ever.

Recently, I worked with a well-known European retailer to deeply understand consumer behavior and brand equity. Through our extensive research, a powerful trend emerged. We found that consumer behavior bears the hallmarks of “modern Stoicism” in subtle but significant ways. Rooted in the ancient idea that achieving progress in difficult times comes from focusing only on what we can control, this modern Stoicism often translates to a focus on self control. We’ve never been more globally connected than we are today, yet we’re turning away from it and focusing locally. In a challenging economic and geopolitical landscape, people have become experts in controlling their own controllables. Rather than pulling back, people are becoming more intentional with their spending, sometimes spending more than before. The difference is that they’re directing their energy and spending toward things that support their well-being. It’s not about doing less—it’s about doing what matters more.

So how do marketers help break the cycle, and reclaim confidence? They need to instill belief and clarity. Today, everything that we thought we knew is being upended. Black is white, white is black, up is down. Solving this challenge will require bold, new ways of thinking.

Brands need to change their focus, from the internal to the external. Instead of focusing on who you are as a business and what you sell, marketers need to do the opposite and look outward. Shift your thinking to who your customers are, where you show up in their lives, what they care about and what problems you solve for them. I’m not talking about a messaging tweak, I’m talking about a total mindset shift.

The brands that will win are the ones that can make this shift successfully—they will play a pivotal role in breaking the cycle of pessimism across society. It takes courage, not caution. It won’t be easy, but the brands that show up consistently on the customer’s side—as their ally in the fight—will experience the largest shift in growth. Having confidence in your ability to connect with customers and help them make better decisions will catalyze positivity.

When you identify your brands’ role in your customer’s lives and society as a whole, and align your marketing strategy accordingly, you can make a positive impact—not just on your own bottom line, but in your customer’s lives and the world around them as a force for good in society.

Ben & Jerry’s is the perfect example. They understand that they bring joy and comfort to consumers, but they also recognize that their customers care deeply about societal issues. That belief is reflected in their company messaging and, more importantly, in their actions. Their fun tie-dye merchandise and playful flavor names are memorable, but their real impact comes from championing campaigns that create social change. Through both messaging and actions, they create confidence for customers to spend money with them. That purpose-led approach hasn’t always aligned neatly with their parent company, Unilever, highlighting a cultural clash between Ben & Jerry’s outspoken activism and Unilever’s more traditional corporate stance. Still, it’s a crystal-clear example of how focusing outward as opposed to inward can help brands to break the cycle we’re currently in.

Confidence isn’t just a nice-to-have right now—it’s essential. And brands and their marketers are at the heart of rebuilding it. It’s more than just putting out the right messaging. It’s about leading with purpose and giving people something to believe in. Big challenges shouldn’t call for caution, they should call for courage. Creating confidence is how we’ll collectively turn the page on this next chapter.