In today’s times of uncertainty, it can be challenging to know how to strike the right tone. While consumer spending remains strong, there is still much uncertainty about the future. Some Americans are doing quite well. Others are still struggling. For marketers, this means crafting messaging that is both optimistic and sensitive. It can be a tricky balance. Here are five tips for getting it right.

1. Exude confidence. During difficult times, people flock to leaders who exude confidence. Brands can inspire, motivate, and make people feel that everything will be okay. Reach out using the theme, “We’re here to help.”

2. Invest in social and environmental justice. Consumers like to align with brands that “do good.” Promote your support for socially or environmentally conscious organizations and let people know about it. For example, a SheerID study found that, during the pandemic, 68% of respondents wanted brands to donate to programs that provided direct support for medical workers.

3. Offer a helping hand. While the U.S. economy continues to grow, this is still a time of struggle for many. Offer deferred payments, ideas for lowering expenses, and so on. Even if your customers don’t need the help themselves, this kind of care for others builds brand equity that pays off in the long run.

4. Show off your expertise. This is a great time to share meaningful expertise with your customers. Think “Top 5 Ways to Save on Lawn Care” or “3 Plumbing Fixes You Can Do Yourself.”

5. Make your customers’ lives easier. When the world is uncertain, consumers want to feel that they at least have control over their own homes and families. Position your products in terms of how they can help your customers make lives safer and easier, even in small ways. “Let us help you save 10% on your home electric bill,” or, “We’re offering FREE delivery of pool chemicals all summer long so you can relax at home!”

Brands can play a positive role in helping their customers through uncertain times. Striking the right tone tells your customers that you are paying attention… and that you care.