{"id":8425,"date":"2025-05-08T01:44:17","date_gmt":"2025-05-08T05:44:17","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/05\/08\/how-marketers-can-solve-the-confidence-crisis\/"},"modified":"2025-05-08T06:04:33","modified_gmt":"2025-05-08T10:04:33","slug":"how-marketers-can-solve-the-confidence-crisis","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-marketers-can-solve-the-confidence-crisis\/8425\/","title":{"rendered":"How Marketers Can Solve the Confidence Crisis"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><em>Big challenges shouldn&rsquo;t call for caution, they should call for courage<\/em><\/h1>\n<p class=\"wp-block-paragraph\"><em>By Dr. Tom Wormald, Managing Partner, Yonder Consulting<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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 \u2018once-in-a-lifetime\u2019 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.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But businesses are looking at the problem from the wrong angle. This isn\u2019t a money or budgetary issue\u2014it\u2019s a <em>confidence<\/em> issue. Smart marketers know they don\u2019t sell products; they sell ideas and beliefs. That\u2019s 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.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In uncertain times, businesses\u2014regardless of industry\u2014often 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&#038;Ls even more closely than before. This makes sense in theory\u2014to protect one\u2019s business in times of crisis\u2014but the reality is that this behaviour can have a marked impact on the business\u2019s ability to be cutting edge at a time when new ideas and the ability to unlock stagnant markets are needed more than ever.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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 \u201cmodern Stoicism\u201d 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\u2019ve never been more globally connected than we are today, yet we\u2019re 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\u2019re directing their energy and spending toward things that support their well-being. It\u2019s not about doing less\u2014it\u2019s about doing what matters more.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019m not talking about a messaging tweak, I\u2019m talking about a total mindset shift.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The brands that will win are the ones that can make this shift successfully\u2014they will play a pivotal role in breaking the cycle of pessimism across society. It takes courage, not caution. It won\u2019t be easy, but the brands that show up consistently on the customer\u2019s side\u2014as their ally in the fight\u2014will experience the largest shift in growth. Having confidence in your ability to connect with customers and help them make better decisions will catalyze positivity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When you identify your brands\u2019 role in your customer\u2019s lives and society as a whole, and align your marketing strategy accordingly, you can make a positive impact\u2014not just on your own bottom line, but in your customer\u2019s lives and the world around them as a force for good in society.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ben &#038; Jerry\u2019s 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\u2019t always aligned neatly with their parent company, Unilever, highlighting a cultural clash between Ben &#038; Jerry\u2019s outspoken activism and Unilever\u2019s more traditional corporate stance. Still, it\u2019s a crystal-clear example of how focusing outward as opposed to inward can help brands to break the cycle we\u2019re currently in.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Confidence isn\u2019t just a nice-to-have right now\u2014it\u2019s essential. And brands and their marketers are at the heart of rebuilding it. It\u2019s more than just putting out the right messaging. It\u2019s about leading with purpose and giving people something to believe in. Big challenges shouldn\u2019t call for caution, they should call for courage. Creating confidence is how we\u2019ll collectively turn the page on this next chapter.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Confidence isn\u2019t just a nice-to-have right now\u2014it\u2019s essential. And brands and their marketers are at the heart of rebuilding it. It\u2019s more than just putting out the right messaging.<\/p>\n","protected":false},"author":7,"featured_media":8426,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Marketers Can Solve the Confidence Crisis | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-marketers-can-solve-the-confidence-crisis\/8425\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Marketers Can Solve the Confidence Crisis\" \/>\n<meta property=\"og:description\" content=\"Confidence isn\u2019t just a nice-to-have right now\u2014it\u2019s essential. 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