As geopolitical tensions and economic uncertainty reshape consumer sentiment, brands are being forced to rethink how they communicate. In this interview, Nikita Phulwani, CEO and founder of Mumkin Marketing Management, explains why tone-deaf messaging can damage trust, how companies can remain commercially relevant without appearing insensitive, and why human-centric storytelling matters more than ever in an AI-driven content landscape. From leadership visibility to small gestures that build loyalty, she shares practical insights for marketers navigating crisis-era communication.
During periods of geopolitical and economic uncertainty, what are the biggest mistakes brands make in their marketing communication?
The biggest mistake is being tone deaf. Pushing hard sales on non essential products, as if nothing is happening, can feel disconnected from reality.
At the same time, going completely silent is not the answer either. Brands need to adjust, not disappear.
This is where tonality matters more than ever. Reduce frequency if needed, shift from transactional messaging to something more human. Check in with your audience. Use stories, softer content, and communication that acknowledges what people are feeling instead of only what you want to sell.
How can companies balance commercial objectives with empathy without appearing opportunistic or performative?
It starts with genuinely understanding what your customer needs right now.
Sometimes that looks like better support. Easier returns, flexible policies, thoughtful bundles. Sometimes it is about positioning your product differently, not as a want, but as something that fits into a daily routine or brings a sense of ease or comfort.
What really stands out are small, thoughtful gestures. I recently received a food order with a handwritten note checking in and wishing me well. It stayed with me. That is the balance. You are still running a business, but you are showing up with awareness, not just intent to sell.
What practical steps can brands take to build trust and credibility when consumer confidence is low?
Leadership visibility plays a big role. When a founder or a senior voice steps in and communicates directly, it builds reassurance.
Clarity also matters. If there are concerns, address them simply and honestly. We have seen brands like Nestlé put out straightforward communication to reassure consumers that there is plenty of stock. Also, Talabat has taken over some OOH with messaging like “with UAE” which shows solidarity. Trust is built in the details, with honesty, and small acts of care.
Are consumers today more sensitive to brand tone and messaging during crises compared to a few years ago? What has changed?
Absolutely. Consumers today are far more aware. They are also constantly online, exposed to information and aren’t afraid to share their opinions.
With that, their filters are sharper. They can sense when something feels forced or performative. At the same time, human connection stands out more than ever. With the rise of AI and automated content, anything that feels real, emotional, and relatable cuts through.
So when a brand shows empathy or takes a thoughtful stance, people notice. And they remember.
How can brands shift from product-centric messaging to human-centric storytelling without losing their competitive positioning?
It is not about choosing one over the other, it is about knowing when to lean into each. Both can exist in parallel. You can have leadership voices communicating with empathy, while your product messaging continues, just adapted to the moment.
The key is to read the room. Timing, frequency, and tone need to shift with the situation. You do not have to stop selling, but you do have to sell with awareness.
What advice would you give CMOs on adjusting communication strategies so brands remain relevant without sounding overly sales-driven?
The answer is not to swing fully in one direction. It is about balance and pacing. Different platforms can play different roles. LinkedIn can be used for leadership perspective, transparency, and showing how the business is navigating the moment.
On Instagram and TikTok, I would recommend easing into communication. Start with more empathetic, human led content, and then gradually layer in product relevance where it makes sense. Most importantly, do not oversell either narrative. People can tell. Stay real, stay aware, and let your communication reflect the moment you are in.
