THERE’S a quiet game many of us play with ourselves. A notification from the bank goes unchecked. A difficult conversation is postponed. A medical concern is quietly filed under “maybe later”.
The logic is simple: if it isn’t acknowledged, perhaps it won’t become real. In this space between discomfort and denial, avoidance finds fertile ground.
Psychologists refer to this pattern as the Ostrich Effect, a term introduced in 2006 by researchers Galai and Sade in the context of behavioural finance. It describes the tendency to avoid negative or threatening information, particularly during periods of uncertainty or stress.
Though the name is drawn from the long-standing myth that ostriches bury their heads in the sand to avoid danger, the term endures as a metaphor, not for the bird’s behaviour but for the human inclination to turn away from discomfort in the hope that ignorance will insulate us from consequences.
Avoidance is not rooted in laziness but in fear – fear of what the truth may demand, fear of not being ready. Whether it is a financial shortfall, a strained relationship or a delayed decision, the thought of confronting it head-on can feel overwhelming. And so, the issue is buried, not resolved, just hidden from view.
However, reality does not dissolve when ignored. It waits. It gathers momentum. What could have been addressed early often returns in a more difficult form.
Avoidance may soothe in the short-term
but it rarely brings peace. Instead, it compounds anxiety and undermines self-trust. Suppressing a concern does not eliminate but merely allows it to grow unchecked.
Research shows that even difficult news, once confronted, often can reduce stress. The anticipation and the imagined worst-case scenarios tend to be more distressing than the reality itself.
Awareness, however uncomfortable, offers clarity, and clarity opens the door to action. Addressing avoidance begins with small, intentional steps. If reviewing finances feels intimidating, start with just one category, perhaps the most recent transaction or a specific bill.
If a personal conversation has been looming, it may be enough to send a brief message to open the line of communication. The goal is not to resolve everything at once but to soften the resistance that keeps the issue untouched.
Setting aside regular time for self-reflection can make a significant difference. A few quiet minutes each week to ask what has been ignored or postponed can gently bring the hidden back into view.
Simply naming what is being avoided can reduce its emotional grip. A helpful technique in moments of high resistance is the three-minute rule: give the task or issue three focused minutes of attention. Begin the message, skim the report, glance at the paperwork. Often, the act of starting dissolves the fear that preceded it.
Avoidance thrives in isolation. Speaking openly with someone trustworthy, whether
a friend, coach or therapist, can help break
the cycle. Naming avoidance aloud removes shame and invites accountability. It is a reminder that this behaviour is common, human and changeable.
Beyond the personal realm, avoidance is also systemic. In organisations, institutions
and governments, difficult conversations are often shelved to maintain stability or protect reputations.
In these settings, avoidance is not just a psychological bias, it becomes a form of self-preservation for systems resistant to change. But avoidance on a collective level, too, comes with a cost: stagnation, eroded trust and missed opportunities for growth.
If the Ostrich Effect reflects reactive disengagement, its antidote lies in conscious and steady awareness.
A contrasting metaphor can be found in the behaviour of meerkats, small mammals known for their alertness and communal vigilance. Unlike the passive ostrich, meerkats remain above ground, scanning their environment regularly, taking turns to keep watch and responding to signs of change or danger before a crisis strikes. This pattern of awareness and preparedness offers a useful parallel
for human behaviour.
What can be termed the Meerkat Effect is a mindset of routine attention and mindful responsiveness.
Rather than retreating from discomfort, it encourages regular engagement with what matters – financial health, emotional well-being, professional feedback or social concerns. It promotes presence over panic and curiosity over fear.
Incorporating this mindset means making reflection a habit, not a reaction. Asking oneself regularly, “What needs my attention?” or “What have I been avoiding?” invites a shift in orientation, from reactive to proactive.
Over time, this will cultivate emotional resilience and grounded decision-making and confrontation will no longer feel catastrophic but natural.
Looking away may offer temporary shelter but it does not lead to freedom. What we resist will ultimately resurface, whether in the form of consequences, conflicts or emotional weight.
Facing what has been avoided is not an act of bravery reserved for the few. It is a quiet discipline anyone can learn.
Avoidance may keep the surface calm but only awareness can create lasting peace. Looking up gently, deliberately and with readiness can transform not only how we face the world but how we live in it.
Dr Praveena Rajendra is a certified mental health and awareness practitioner specialising in narcissistic abuse recovery.
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