3 Reasons Not to Use Fear to Get People to Act

There’s a whole lot of fear going around these days — in politics, the media, everyday conversation … and in the messages I see some folks using to advance their causes and businesses.

Sometimes it’s blatant (see American politics). Sometimes it’s a more subtle undercurrent. (So before you say “this doesn’t apply to me” … take a close look at what you’re putting out into the world.)

It’s time to dial down the fear. Right now. And it starts with each of us.

First, I want to be clear: Fear does move people to act. (I know one reason I got so involved in the 2008 presidential campaign was fear of how it might have turned out. Fortunately, there were other reasons, too.)

That’s why many well-meaning folks consider fear an “effective” message and use it to advance an agenda. But there’s a lot more to it, at least for those of us who want to see the human race move forward.

Here are three reasons to look beyond any short-term results you can get from using fear as a motivator.

1. Fear makes people act without thought

That may seem obvious, but it let’s think it through for a moment. There’s a lot of brain science on this … here’s how it works in a nutshell:

Fear stimulates the amygdala — the part of your brain that takes quick action in dangerous situations. That’s great if you’re about to be hit by a bus, it gets your body moving without taking precious time to think.

But get the amygdala all worked up and it floods the brain with chemicals that actually shut down the cortex — the part of your brain that handles conscious thought.

So when we’re fearful, we’re physically unable to think clearly. (And the cortex has a tough time regaining control. That amygdala is a bit of a bully.)

It’s what demagogues through the ages have always counted on — and continue to rely on today: Give people regular doses of fear and they’ll act without thinking.

And that’s not good for civil society and the causes we care about (especially if you want people to listen to a reasoned, fact-based case). It’s in our best interest to reduce the level of fear in people’s lives, so they can be at their best.

That’s enough of a reason to let go of all fear-based messages, right? Well, just for good measure I have a couple more …

2. Fear-mongering doesn’t make you remarkable

If anything, there’s a surplus of fear in the world. Making more of it doesn’t set your cause apart as remarkable and worthy of support. It doesn’t help you stand out from the crowd.

If you want to really attract and energize people, the smart thing to do is to create more of what’s scarce these days: hope, confidence, enthusiasm.

3. Fear doesn’t create the world you want

Every word we speak shapes the world we live in — by influencing those around us and creating social agreements about the way things are, what we want, and what’s possible.

(That’s not woo-woo magical thinking, by the way, it’s just an observation about how people create societies.)

A world filled with fear is not the kind of world I want to live in.

What do you think? Are there other reasons not to use fear to move people to act? Is it sometimes a good idea? Speak your mind in the comments.