From the terror attacks in India to the ongoing wars in Palestine, between Iran and Israel, and most recently, the tragic Air India Flight AI171 crash, we are living through an age of relentless uncertainty. The ripple effects are deeply personal for people. In such situations families are rethinking travel, delaying major investments like buying a home, or reconsidering whether to send children abroad for education. Even everyday decisions are now fraught with anxiety.

In these moments, Human Experience becomes more than just a buzzword. It’s a guiding principle.

At Cognit Consulting, we believe that brands and businesses have a critical role to play in helping people decide not just sell. And for that, understanding how people actually make decisions under uncertainty is crucial.

Let’s take a cue from the foundational work of Amos Tversky and Daniel Kahneman, whose paper “The Framing of Decisions and the Psychology of Choice” revealed that people don’t always make decisions rationally. Instead, they respond strongly to how choices are framed, especially when risks are involved.

For example, people tend to be risk-averse when a choice is framed in terms of gains (“200 people will be saved”) but risk-seeking when the same choice is framed in terms of losses (“400 people will die”). This isn’t irrational- it is human. And brands that understand this psychology can craft messaging and experiences that reduce fear, build trust, and guide people through complexity.

In these uncertain times, what can companies or brands do?

1. Shift from Selling to Supporting
   In uncertain times, consumers are not looking for the best deal, they’re looking for reassurance. Frame your product or service as a tool that supports their wellbeing, safety, or peace of mind. For example, a travel brand can offer “flexible peace-of-mind guarantees” instead of just “limited-time discounts.”
2. Frame Options Thoughtfully
   The same product can feel drastically different depending on how it’s described. Frame your offerings in terms of what customers gain (certainty, flexibility, control) rather than what they might lose. People are more likely to act when outcomes are framed with empathy.
3. Simplify Complex Choices
   Too many options or too much information increases decision fatigue. Curate experiences, bundle offerings, or use guided tools to help people feel in control, not overwhelmed.
4. Reduce Ambiguity, Not Just Risk
   Tversky and Kahneman’s Prospect Theory shows that people overweight small probabilities and fear ambiguity. Clarity builds confidence. Be transparent about policies, processes, and even limitations. Say, “Here’s what we know, and here’s what we’re doing.”
5. Build Emotional Safety into the Brand
   Human Experience is emotional at its core. How people feel during their interaction with your brand determines if they’ll come back. Design your touchpoints from websites to call centers with empathy at the center.

At Cognit Consulting, we specialize in helping organizations humanize strategy. As a Human Experience consulting firm, we bring together behavioural science, design thinking, and AI-driven insights to help our clients navigate uncertainty and complexity with care.

In a world shaped by fear of uncertainty, the brands that win will be the ones who make people feel safe, understood, cared for and supported.