” … the United States is now the most anxious nation in the world.” – National Institute of Mental Health

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We have truly become the nation of “high anxiety.” It seems that as the wealthiest, most stable nation in the world we have really been on a stress binge over the past few decades. Surely the calamity of the recent economy – unemployment, housing collapse, epic decline of 401Ks, and government budget crises – have not helped. Yet we started down the path several decades ago. How does this state of marketplace anxiety inform our strategic marketing direction?

First some background on the magnitude of our stress from Taylor Clark’s forthcoming book: Nerve: Poise Under Pressure, Serenity Under Stress and the Brave New Science of Fear and Cool. It is a bold claim to say we are the most anxious nation in the world. Surely citizens of less developed nations where poverty, food shortage and oppressive governments would be more stressed than those in this nation of plenty. Not really. According to the World Mental Health Survey people in developing-world countries such as Nigeria are only one fifth as likely to show clinically significant levels of anxiety as Americans despite very challenging life conditions. Furthermore, when immigrants from these countries come to the U.S. they quickly become just as stressed as we are.

Our elevated anxiety is not a recent phenomenon. It has been building for decades and now 18 percent of adults suffer from anxiety disorder in any given year. Further an average high school student now has the same level as an average psychiatric patient in the 1950s.

So why are we so anxious and stressed? There are many reasons. In age of constant and updated information we get an unending stream of exciting and scary news, both of which add to our stress. Whether goods news – like the stock market is up a 100 points today or scary news – we are overdrawn; our steady stream of information constantly incites us to action. We only have to observe at the end of a meeting as all eyes jump to their smart devices to see exactly how soon and how high they are to jump in response to the latest news. Research has shown that beyond a certain point that getting more frequent and more detailed information does not improve decision-making although it almost surely drives up stress. Some scientists speculate that our brain is simply not wired to handle the volume of information that we now process.

Obviously there are other reasons for our stress. Fear of job loss, personal security, terrorism, travel, commuting, and living apart all contribute to stress. As the speed and volume of information about these topics continue to increase, it is unlikely that our stress is going to subside.

So if we are serve a marketplace of ever-increasing stress, what is the best marketing strategy to meet this often unstated need? To date our efforts to provide faster, better and more information may unwittingly be feeding the problem.

The author suggests that human contact, relationship, and community are one some the best salves for our fragile stressed condition. This is more challenging than it sounds. As customers become more reliant on and addicted to their mobile devices, it can be harder to find the opportunity to meet, connect and establish a human bond. Customers are visiting our branches less often so the normal relationships building that occurs in frequent interactions wanes.

Perhaps we should think anew about our brand and our human resources that interface with customers. How can they become agents of peace or if that is too lofty, agents of stress reduction when the opportunity arises? Wherever you do business – at a bank, car dealership, insurance provider – there is special solace in “knowing someone down there.”

I was reminded of all this in the midst of this winter’s recent ice and snow. My oldest daughter had a minor automobile accident. No one was hurt and the other vehicle – a truck – was barely damaged but her car had major damage. She was still a little shook-up when she called me but had already talked with her insurance provider, one our family has used for over 20 years and now she has used since graduating from college several years ago. She said, “you know they were so helpful and supportive – they already have everything taken care of – that it actually calmed me down after the wreck.”

I thought about that. First the relationship precedes the specific interaction regarding the wreck. While they are not friends, the agency staff met the test of “know and known.” In stressful situations whether medical involving a doctor, accidents involving insurance providers or financial with a banker – knowing them and being known by “them” – significantly reduces the stress. Positive relationships reduce stress. Second, they went out of their way to be supportive. She dealt with the local office and the call center. It did not cost them a penny to show empathy and concern. The claims people will make the assessment on the damages and however it comes out, the support she received will still matter to her. Support reduces stress. Finally they competently and quickly acted on her behalf which gave her closure. Closure reduces stress. No one could undo the wreck, but they were responsive to the stressful circumstance of the customer.

Over the past few years many organizations have tried to build cultures for sales, service, and quality. Some of our actions have actually ratcheted up the stress (alerts, high-pressure sales efforts). Given the state of our world, the culture for meeting the needs of our clients is to be agents of stress and anxiety reduction – or in a word – peace. Nothing allays stress like a strong, caring relationship. Our customers may not consciously ask for it. But almost certainly, they will value it when they see it. All we are saying – is give peace a chance!

(Column appeared originally in ABA Bank Marketing magazine – April 2011)

By ROBERT E. HALL

Not to be reproduced without written permission. All rights reserved. © Copyright Robert E. Hall 2011