Get in touch

+44 (0) 28 9099 2882


Freedom Day and the lure of certainty

Freedom Day and the lure of certainty

This week, the UK government relaxed what many regard as the last mandatory restrictions related to the COVID–19 pandemic in England. Meanwhile, the media has been buzzing with a mass of sometimes contradictory facts, theories and opinions from ministers and health officials. All of them experts in their respective fields and all weighing in on whether ‘Freedom Day’ (as it has been dubbed in some areas of the press) is scientifically misinformed, economically essential or morally dubious. 

The situation reminded us of a post from last year where our CEO and Founder, Gareth Dunlop discussed the human need for certainty, the shifting idea of an ‘expert’ and the danger of a ‘little bit of knowledge.’ While the article first appeared a year ago, it is startlingly relevant to this week’s events. In this article Gareth examines:

  • The persuasive power of certainty

  • The human aversion to uncertainty

  • The challenge of drawing conclusions for large, noisy and ambiguous data sets

Read The problem with the certainty–seeking human instinct

By Suzie McAneney

Associate – Content Marketing

Suzie has been using words to inform, inspire and persuade for over a decade.

Read more about Suzie

View more insights by Suzie

Like to read more of our insights regularly?

Receive our monthly insights newsletter straight to your inbox.

To prove you’re a human please rewrite the following into the box below.

Latest from the blog

Our latest views and ideas

Our Cookie Policy

Find out more I accept

Like most websites, ours uses cookies to make sure you receive the best experience possible. These cookies are safe and secure and do not store any sensitive information. To continue, please accept the use of cookies.