Nowadays marketing is mainly based on fear. Keeping the people afraid increases the consumption. We try to buy security by purchasing guns, to buy beauty by purchasing different products which combat the cellulite and pimples. Buy Colgate because if you don’t your teeth will be yellow and no one will ever talk to you. All the media, news and commercial focus on fear and this is the strategy that many firms adopt it in order to increase its profitability.
One solution is to stoke fear. Fear is a primal emotion, far older than our ability to calculate trade-offs. And when people are truly scared, they're willing to do almost anything to make that feeling go away; lots of other psychological research supports that. Any burglar alarm salesman will tell you that people buy only after they've been robbed, or after one of their neighbors has been robbed.
Fear definitely helps to sell the products much easier. Technology, Media, news makes the world look scary and horrific. How many things we buy in order to combat something?! From the anti-cellulite crème to the cell-devices that reduce the UVB, we realize that Fear is nothing but something which we don’t know anything about that fear. For example people are afraid of flying and they tend to use cars, but data shows that there is a bigger number of car crashes than the airplanes’ one. We are like in the movie screen and we must understand that if something bad happens in the world not necessarily is true or it will happen with us.
I guess if you want to be innovative, you should come up with a fear and then to create a product in order to combat it.
References:
"Beyond fear" by Bruce Schneier
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