The mealy-mouthed, weasel-worded, chickenshit phrasing that brand advertising likes to believe is "reassuring" about massively negative global events, instead of using real words about what may be going on, like "pandemic" and/or "economic crisis" and/or "presidential incompetence".

Singular form: "(this) difficult time"
"In these "uncertain times", disposable toilet seat covers are more critical than ever, like airlines and vacation cruises. Remember, sometimes the only thing between you and a coronavirus droplet might be a Big Johnson Ass Gasket."
by ToddUncommon March 30, 2020