Using Sound as a Device to Alleviate Stress and Anxiety

In an analog world, the sound of a door clicking into place brings peace of mind. In the digital world that we live in now, there are so many opportunities to provide the same feeling of security, but just as many opportunities (if not more) to entirely miss the boat or make things worse.

Done well, sound can go further than brand attribution. It can give consumers a sense of safety, security and confidence in the brand. When sound has the power to make our lives richer and simpler—a concept I call sonic humanism—it can turn a moment of anxiety into a moment of opportunity.

We’re entering new territory for the idea of the invisible brand, and as companies tackle maintaining their posts in an increasingly screen-less world, the emotional journey will become paramount for brand loyalty. It’s not just about creating a great product or providing a great service, it’s about owning the emotion. Hearing is arguably the most impactful of all the senses, which makes sound a critical factor in shaping that emotional journey.

Think about the growing industry of electric and autonomous vehicles. Manufacturers and designers are tasked with building high levels of trust between new technology and anxious, hesitant consumers. As of this year, regulations and rules are in place that require quiet cars to make warning sounds when traveling at low speeds. There is an opportunity here, not just for brand attribution but also to use sound to create a sense of safety and security for pedestrians and drivers alike.

Sound is also making inroads in areas where anxiety is associated with physical and emotional pain mechanisms. Here, healthcare brands have an opportunity to create a trusted, more positive experience for patients and customers.

With a seemingly growing interest in creating more effective and perhaps even soothing medical facilities and treatment centers, now is the time to consider how vital sound is to that equation. It’s not enough to have an Instagrammable doctor’s office—although it’s a step in the right direction for a better healthcare experience—but we must also marry the increased benefits of an aesthetically pleasing environment with the research-backed evidence of sound and its healing properties to get closer to seeing healthcare of the future as an enjoyable experience with better health outcomes and lessened anxiety.

Sound and music are the most undervalued and underutilized tools in telling human-centered health stories. When used correctly, they have the power to transform patient experiences and communicate information with tangible, healing implications, alleviating alarm fatigue and other healthcare challenges.

Outside of the healthcare realm, simple, real-world consumer experiences can also be littered with anxiety, tension and stress, especially during the purchase journey, long periods of wait time and in the decision-making process. These opportunities are ripe for brands to take the reins of otherwise annoying and stressful moments and alleviate anxiety.

Envision the opportunity for a branded sonic experience in the dreaded day-long excursion consumers make to the DMV. Be it an interactive experience or more carefully and thoughtfully curated sound and music, we have the chance to transform stereotypically awful everyday experiences into pleasurable ones.

Ultimately, it’s impossible for brands to think they can eliminate stress and anxiety altogether. There will always be things that create tension in our environments, our jobs, our homes and beyond. We’re on information overload, and the opportunities for us to become anxious seem to multiply daily If we can truly tap into the power of sound to enrich and simplify each moment of our day, we can make space for a more productive and happy life.