Rachael Mockalis
It’s said that fear is mankind’s oldest and strongest emotion, so it’s natural to wonder if anyone has ever tapped into fear for marketing. The answer is, “Yes. All the time.” It’s called fear-based marketing, and you’ve probably already seen a few examples of it today. If you’re unfamiliar with fear-based marketing, then you might wonder what it is, how it works, or even if it’s ethical.
How can fear motivate someone to buy a product?
When most people think of fear, terror is the first thing that comes to mind—the fear from horror movies. But there are subtler, more prevalent forms of fear: insecurity, anxiety, FOMO. “Call now for this once-in-a-lifetime deal!” and “Are you protected?” are two very common fear tactics.
The first utilizes FOMO—fear of missing out—in the context of a good deal. If you’re on the fence about purchasing the advertised product, the idea of missing a good deal is persuasive. The second targets anxiety. You may hear this slogan in an ad campaign for life insurance, health insurance, or identity theft protection. It makes you fear a theoretical car accident or cyberattack, and worry about how to prepare or defend yourself.
There are other, less obvious forms of fear-based marketing campaigns. Cosmetics and fashion brands infamously use unrealistic beauty standards to send the subliminal message, “You aren’t pretty enough, but you will be with our products.” Though this may not be the marketing message they’re explicitly intending, the implication is there.
Is fear-based marketing ethical?
There’s an argument for both sides. Many see it as fear-mongering, preying on insecurities, and overblowing dangers. Others say it’s no different than using happiness in marketing, just on the opposite end of the spectrum.
Those who claim it’s ethical argue its effects are minimal and temporary, lasting just long enough to make the brand stick out in the mind. One might counter, however, that advertising has contributed to the mental health issues plaguing millennials and Gen Z. Fear-based marketing also has a greater effect on those suffering from depression, anxiety, or PTSD. Others think it’s unethical for corporate gain, but make an exception when used for societal good (such as in anti-DUI or anti-smoking ads).
Does fear-based marketing work?
Yes, according to traditional marketing philosophy.
Traditional marketing strategies, however, are losing effectiveness. You probably barely glance at roadside billboards and fast-forward through TV commercials. Maybe you’ve even installed AdBlock on your computer to avoid banner ads.
In this day and age, people want content, not ads. Social media accounts, blog posts, and influencer sponsorships are often superior strategies because the most effective marketing happens when brands engage with an audience. People will ignore a McDonald’s billboard, but they’ll laugh when the Wendy’s Twitter account says something snarky. Audiences will skip over ads at the beginning of a YouTube video, but they’ll think about the product their favorite YouTuber talks about. You may see a banner ad for Nike, but you’re more likely to click on an article about Nike suing MSCHF and Lil Nas X over “Satan Shoes.”
Though fear in marketing may have a place in today’s advertising landscape, it’s a little awkward if you’re shooting for a parasocial relationship.
Is there a way to utilize FOMO without preying on people’s fears?
To answer this, we’ll have to discuss what FOMO is and where it comes from. It’s not simply the fear you’re being left out, but a deep-seated fear that your life isn’t as good as it could be. This stems from a lack of self-esteem, but most people discuss it in the context of social media. This is because people see friends’ and influencers’ airbrushed lives on social media and compare them to their everyday lives. This can exacerbate already-existing FOMO or give rise to new insecurities.
After looking into FOMO, it seems like a goldmine for those looking to utilize fear-based marketing. It blends anxiety and insecurity into one succinct message: “Your life isn’t good enough, but it will be if you buy our product.” If you’ve already decided against fear-based marketing, however, then there aren’t many avenues for utilizing FOMO that don’t fall into the “fear tactic” category.
Conclusion
If you’re looking to utilize traditional marketing techniques, you may find it hard to avoid fear-based marketing. In truth, it’s been prevalent in advertising for decades. If you’ve decided to avoid using fear-based marketing, you’ll have to tread carefully.
Ask yourself how your ads inform the audience about the product. Are they getting the brand into the world, or are they wriggling their way into people’s minds with fear? Do they show off its appeal, or do they tell the audience they can’t live without it? If the underlying message is the latter, then you’re using fear-based marketing in some shape or form.
