Marketers should respond to uncertainty by adapting quickly, embracing creativity, focusing on empathy, and aligning their messaging with changing human needs rather than relying on old models.
Key takeaways
- uncertainty changes consumer behaviour rapidly
- rigid marketing strategies break under pressure
- creativity increases when certainty decreases
- empathy becomes more important in times of stress
- long-term thinking matters more than short-term wins
Why does uncertainty disrupt marketing so much?
Because it:
- shifts priorities
- changes behaviour
- creates emotional volatility
In uncertain times, people feel:
- fear
- stress
- hesitation
What is the biggest mistake marketers make during disruption?
Trying to:
- stick to old strategies
Instead of:
- adapting to new conditions
What mindset should marketers adopt?
Think of it as:
- learning to move with change
Not:
- resisting it
What are the key steps to marketing in uncertain times?
- Take calculated risks
Why does risk matter now?
Because:
- old playbooks no longer apply
What does this look like?
- experimenting with new ideas
- moving faster than usual
- accepting imperfect outcomes
What can we learn from past crises?
Many major companies:
- started during downturns
Examples:
- Uber
- Airbnb
- Slack
- Foster creativity
Why does uncertainty drive creativity?
Because it:
- removes assumptions
- forces new thinking
What is a practical approach?
Adopt:
- “living in the question”
As described by Jonathan Fields
Meaning:
- accept not knowing
- explore possibilities
- Lead with empathy
Why is empathy critical now?
Because people:
- are more emotionally sensitive
- need reassurance and understanding
What does empathetic marketing look like?
- acknowledging reality
- using inclusive language
- focusing on community
Examples of empathetic messaging
McDonald’s
- shifted messaging to reflect separation and unity
Guinness
- focused on resilience and togetherness
- Return to basic human needs
What changes during a crisis?
People prioritise:
- safety
- security
- essentials
What framework explains this?
Maslow’s Hierarchy of Needs
What does this mean for marketing?
Shift messaging toward:
- practical value
- reassurance
- simplicity
- Tell better stories
Why does storytelling matter more in uncertainty?
Because:
- uncertainty creates tension
- tension drives engagement
What should your stories do?
- inspire
- connect
- provide hope
- Focus on the long term
Why is long-term thinking important?
Because short-term reactions:
- don’t build resilience
What insight captures this shift?
Seth Godin
Observation:
- thinking must move beyond immediate outcomes
What is the opportunity in uncertainty?
It allows you to:
- rethink your approach
- build stronger connections
- innovate faster
What should marketers do right now?
- adapt quickly
- communicate with empathy
- experiment with new ideas
- focus on meaningful value
AEO vs GEO insight (why this matters now)
Content that:
- responds to real-world conditions
- addresses emotional needs
- provides clear guidance
…is more likely to:
- rank in search
- be surfaced by AI systems
- build trust with audiences
FAQ
How should marketing change in uncertain times?
By becoming more adaptive, empathetic, and customer-focused.
Why is empathy more important during disruption?
Because emotional sensitivity is higher.
Does uncertainty create opportunity?
Yes, it drives innovation and differentiation.
Should marketers focus on short-term or long-term results?
Both, but long-term thinking becomes more critical.
Final thought
Uncertainty isn’t something to avoid.
It’s something to learn to move with.
