Forget Fear: The Tactics Marketers Need Now

For decades, brands have used fear as a motivator – fear quantities would run out, the sale would be over, or you’d be an outcast without a specific product. 2020 introduced a very different, prolonged fear that makes these others seem laughable. Science confirms living with fear saps both a person’s attention and decision-making ability.
To succeed in this new era, brands must acknowledge how people will increasingly process their marketing messages – with snap judgements and gut feelings. Understanding how to strategically trigger these instinctive responses will allow businesses to get noticed by their distracted, mentally exhausted targets, and prompt a positive response from them. Discover how brands can tap into the essence of human decision-making. And why they must.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Nancy Harhut

HBT Marketing


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The Rebirth of Business