The bottom line: When business owners are terrified about economic uncertainty, waving case studies at them and shouting “just invest in marketing!” is tone-deaf. Here’s why that approach fails – and three empathetic strategies that actually work for purpose-driven brands.

There have been tears, and recriminations, and a general accusatory tone.

The swimming pool in our local leisure centre is closed. Because the boiler is broken. So that means that all children’s swimming lessons have been cancelled.

It’s been two weeks, and Erica is cross with me. (Because, obviously, it’s completely my fault. I snuck in with an oversized spanner and undid some pipe that was integral to the whole engine. Just so I didn’t have to wrestle her still wet, wriggly, 5-year-old body out of a swimming costume and into her clothes…

I didn’t, I promise….)

But, it’s refreshing, honestly. Because for the first 5 years of her life, I’ve been trying to convince her that letting go of me in a swimming pool wouldn’t, in fact, kill her. And that, if she did, she’d find the whole experience much more enjoyable.

Being proved right is quite nice sometimes. And also exasperating. (Bit like parenting in general, really)

I knew, because I’ve already been through it with one terminally anxious child, and because I’ve learnt to swim myself, that she would be perfectly safe. That the water could be fun, and relaxing, and that she’d enjoy splashing around playing games. Once she took the (metaphorical and actual) leap away from being a limpet around my neck.

But, from her perspective, I was talking bollocks.

How could I possibly know that it would be ok? How could it possibly be ok when she was terrified? When everything around her looked uncertain and strange, and she didn’t know whether there was anywhere steady to put her feet?

Sound familiar?

The problem: marketing during a recession has become tone-deaf

LinkedIn, Instagram, Threads, Facebook (anyone still there?!), podcasts, webinars – all the marketers everywhere are trying to get you to close your eyes and make the leap into investing in their services. To trust them that clinging on to as much of your revenue as possible is self-defeating, and will never result in growth.

Telling you that yes, it does look scary, but you’ve been here before, and you know that letting go – making an investment in your Facebook ads, brand messaging, email strategy, PR plan – will mean you can swim more easily towards your goals (is the metaphor getting tortured yet? Answers on a postcard, please).

And you know what? They’re right.

There are buckets of case studies, stats, research articles, and real-life evidence to back them up. To show you that pulling back on marketing in a downturn, recession, or time of uncertainty, can stunt your business growth. And that investing in strategic marketing can supercharge it (or whatever verb we’re not currently avoiding because ChatGPT is obsessed with it).

But all you can see is no solid ground, tariffs, global insecurity, constantly changing waves. And all you can feel is the terror that letting go, taking even a gentle leap – will ruin everything.

Why the “just invest in marketing!” approach isn’t working

Marketers telling you that you should invest in marketing even though the market is so unpredictable/perhaps there’s a recession coming/blah blah blah, doesn’t have the effect they think it does.

It comes off as self-serving.

“I know you’re confused and stressed, and the immediate response is to pull back on all costs, but you shouldn’t. Because I need work.”

Yes, that’s what it sounds like.

Even though there are facts and stats, and they can show you the McDonald’s case study that backs up investing in marketing in a downturn. Even though they mean well (most of them), and they’re right.

It’s tone deaf.

And it’s beginning to sound a little like the B2B version of those coaches who tell you that you’ll never grow if you don’t invest before you’re ready. Leaving you with massive credit card bills, a group call where you get 5 minutes of “advice” a month, and a side order of regret.

It’s also the opposite of good, effective, empathetic marketing. Disregarding the anxiety your audience is going through is a terrible strategy (ethically, and in terms of effectiveness).

What the data actually says about marketing during a recession

Here’s the thing: the research really does show that maintaining marketing spend during economic uncertainty pays off. But how you present that information matters.

The stats everyone quotes:

  • A McGraw-Hill study of 600 companies found that firms maintaining or increasing ad spend during the 1981-82 recession saw 275% sales growth over five years, compared to just 19% for those who cut advertising
  • Companies that kept marketing during the 2008 recession achieved a 17% compound growth rate, while competitors who pulled back struggled to recover
  • Nielsen research shows brands going “dark” for six months lose 2% of long-term revenue each quarter, and it takes 3-5 years to recover that lost brand equity
  • During the pandemic, marketing budgets dropped 43% (from 11.2% to 6.4% of company revenue)

The McDonald’s story everyone loves: During the 2008 recession, McDonald’s increased their advertising investment while competitors like Burger King pulled back. And, as a result, McDonald’s stock rose 18% while Burger King’s dropped 31%. They invested 3.2 times more than Burger King in advertising and positioned themselves as the value option with their Dollar Menu strategy.

These numbers are real. The strategy works.

But you know what else is real? The absolute terror that business owners feel right now about making any investment when everything feels uncertain.

It might be time to invest in marketing. Or it might not.

Here’s what I’m not going to do: tell you that NOW is definitely the time you need to invest in strategic brand messaging or marketing strategy.

It might be time for you to invest in being more strategic with your marketing and messaging.

It might not.

I can’t unilaterally decide that for everyone in my audience. I’m not scrolling through your accounting software or sitting next to you as you weigh up cancelling that Patreon subscription.

(If we jump on a call, you lay out your struggles and goals, and I know working with me can help, then I’ll absolutely make a recommendation. Based on your circumstances.)

Like with Erica and her swimming fears, it’s time to be a little less tough love, and a little more “let’s have a hug while you tell me how you’re feeling, and maybe then we’ll go have a paddle in the baby pool.”

3 ways to market empathetically during economic uncertainty (without sounding self-serving)

If you find yourself in the position of trying to convince business owners to part with their hard-earned cash (because you know in your heart of hearts that it will make their business stronger – not because you’ve got a quiet diary), then there are other ways than waving the McDonald’s in 2008 case study at them.

1. Pay attention to what they’re actually afraid of

It’s time to move beyond dismissing their concerns with a “but the data says…” Instead, think about sitting down next to them and really understanding what’s keeping them up at night.

What this looks like in practice:

Instead of “Companies that cut marketing lose market share,” start with “I know you’re looking at your cash flow and wondering which expenses are truly necessary right now. That’s a completely valid concern.”

Ask questions like:

  • What specific financial pressures are you facing right now?
  • What would need to be true for you to feel confident investing in marketing?
  • What’s your biggest fear about maintaining your marketing spend?

Then – and only then – can you address those specific concerns with relevant solutions.

Why this works: Your potential clients aren’t arguing with the data. They’re paralyzed by fear. When you acknowledge their fear as valid rather than something to overcome with statistics, you build trust. And trust is what drives decisions during uncertain times, not case studies.

The same research showing companies should maintain marketing spend also shows that B2B buyers during recessions prioritize proven solutions from vendors they trust. You can’t build that trust by steamrolling over their legitimate concerns.

2. Offer smaller investments strongly tied to ROI

Yes, the bigger strategic project will bring them brilliant results. But right now they need the quick and tangible wins. How could you repackage your genius in a way that gives them those?

What this looks like in practice:

If you’re a web designer, instead of only offering full website redesigns:

  • Offer a conversion-focused homepage audit with actionable fixes
  • Create a landing page package for one specific service
  • Provide a “quick win” package that updates their three highest-traffic pages

If you’re a business coach, instead of only six-month programmes:

  • Offer a one-off strategy session with a written action plan
  • Create a “sprint” intensive focused on one specific challenge
  • Provide quarterly check-ins rather than ongoing monthly commitment

If you’re a photographer, instead of full-day shoots:

  • Offer a headshot refresh session for updated LinkedIn profiles
  • Create a “content bank” mini-shoot for social media
  • Provide brand photography specifically for their highest-converting sales page

The psychology behind it: During economic uncertainty, businesses look for what researchers call “branded affordability” (the same strategy McDonald’s used with their Dollar Menu). They maintained quality but made it accessible to budget-conscious customers.

Your services probably already create strong ROI. But if the upfront cost feels prohibitive when someone’s anxious, they’ll never get to experience that ROI. A smaller entry point with clear, measurable outcomes reduces the perceived risk.

Real example from my business: When I noticed purpose-driven startups and small businesses saying “Your Brand Messaging Guide looks great, but it’s beyond my budget right now,” I created the Mini Guide at roughly half the price. Same quality, focused scope, tangible results. These clients used them to plan content strategies, brief designers, and tighten messaging (all the things they really needed without the full bells and whistles they weren’t ready for yet). I practiced what I’m preaching to you. 

(And you can check it out on this page)

3. Use examples closer to your actual clients

Don’t expect them to be convinced by what a global behemoth did when they’re running their business from a desk in a coworking space in Coventry.

What this looks like in practice:

That McDonald’s case study is brilliant for context. But your actual clients need to see businesses like theirs succeeding with your approach.

Instead of “Companies maintaining marketing during the 2008 recession saw X% growth,” try:

“I worked with a three-person consultancy last year who were terrified about investing in brand messaging during a slow quarter. We created a focused messaging framework for £1,595 that they used to update their website, pitch deck, and LinkedIn content. Within two months, they closed a client worth 10x that investment – specifically because their new messaging resonated.”

Why this works: Research on marketing during downturns shows that traditional buyer personas become less relevant during recessions. Psychological segmentation that considers emotional reactions becomes more important. Which basically means you need to show your audience – “people like me buy things like this.”

Your prospective clients aren’t emotionally connected to McDonald’s success in 2008. But they are emotionally connected to businesses that mirror their own size, stage, and challenges.

Where to find these examples:

The value-based marketing approach for purpose-driven brands

Here’s what ethical B2B marketing during a recession actually looks like: You’re focus should be on helping the right people make informed decisions for their specific circumstances. For example, in my business: 

Some businesses genuinely shouldn’t invest in comprehensive brand messaging right now. Maybe they’re in survival mode. Maybe they need to focus on cash flow. Maybe their resources are better spent elsewhere.

And some businesses absolutely should invest – because clear, strategic messaging is exactly what will help them stand out when competitors go quiet, or because muddled messaging is actively costing them deals.

My job, and yours, is to help people figure out which category they’re in, not pressure everyone into buying.

This means:

  • Being honest about who you can’t help right now
  • Offering free value that builds trust even if they don’t buy (like effective B2B website messaging strategies)
  • Creating flexible options that meet people where they are
  • Focusing on customer retention as much as acquisition

Beyond being ethically sound (and making you a pretty cool person), this approach makes good business sense. The clients who do work with you will be the right fit, not people you pressured into something they weren’t ready for.

What purpose-driven businesses should actually do about marketing right now

If you’re a purpose-driven startup, coach, or service provider wondering whether to maintain your marketing efforts, here’s my actual advice:

Audit your current marketing spend:

  • What’s driving revenue versus what’s just creating noise?
  • Where are you getting the best ROI?
  • What could you trim without impacting your ability to attract and convert clients?

Double down on what works:

  • If your website converts well but traffic is low, focus on driving qualified traffic
  • If you’re getting traffic but poor conversions, fix your messaging (that’s where I come in)
  • If email works better than social, shift resources there

Get crystal clear on your value proposition: During uncertain times, B2B buyers are going to prioritie solutions that promise clear wins. Can someone understand exactly how you help within 10 seconds of landing on your website?

If not, fixing that messaging is probably worth more than any new marketing channel you could add.

Make it easy to say yes:

  • Clear pricing (or at least pricing structure)
  • Low-risk entry points
  • Proof that you understand their current challenges
  • Trust signals (testimonials from businesses like theirs)

Need help with any of that? My brand messaging services for coaches and solo service providers or my full Brand Messaging Guide might be exactly what you need. Or they might not be – and that’s ok too.

Whether you’re the one scared of the leap, or the one coaxing others into the pool

Whether you’re the business owner terrified to invest, or the marketer trying to convince others, empathy wins every time.

For business owners: The data really does show that strategic marketing investment during downturns pays off. But that doesn’t mean you should ignore your gut feelings about your specific situation. Find an expert who will help you figure out the right path for you, not just sell you their solution regardless of fit.

For marketers and service providers: Stop leading with the McDonald’s case study. Start leading with empathy. Understand that your potential clients aren’t irrational for being scared. They’re being human. Your job is to help them make the right decision for their circumstances, not to pressure them into any decision.

Start there. And if you’d like a hand turning that empathy into strategy that actually converts, let’s talk.

You’ve got questions about marketing during a recession? (Or while everyone is panicking about there maybe being one?) I’ve got answers:

Should I cut my marketing budget during a recession?

No, cutting your marketing budget during a recession usually backfires. I know that sounds counterintuitive when you’re trying to preserve cash, but companies that maintain their marketing during downturns recover faster and steal market share from competitors who go quiet. The research across multiple recessions is pretty clear on this. That said, I’m not telling you to keep spending money on stuff that doesn’t work. Be strategic about where you invest, not just slashing everything because you’re scared.

How do I know if I should invest in marketing right now?

Ask yourself: is unclear messaging currently costing me deals? If potential clients are confused about what you do or why they should pick you, then yes, you should invest in fixing that. It’ll pay for itself quickly. But if you’re genuinely in survival mode and worried about making payroll next month, then no. Sort out the immediate crisis first. Marketing can wait until you’ve caught your breath.

What’s the difference between maintaining marketing spend and being tone-deaf?

The difference is empathy, honestly. Being tone-deaf means waving case studies in people’s faces while ignoring that they’re genuinely terrified about their business. Empathetic marketing means saying “I know you’re scared, here’s what might actually help you right now” instead of “just trust me and spend money you don’t have.” One acknowledges reality, the other pretends fear isn’t valid.

Why do so many businesses cut marketing first during downturns?

Because marketing feels like the easy thing to cut when you panic. It’s often seen as “nice to have” rather than essential (spoiler: it’s not). When cash gets tight, business owners look for things that won’t immediately break the company if they stop. Marketing seems like one of those things. Except it’s not, because cutting it means you lose visibility, brand equity, and market share. And then you’re really struggling when things improve.

What type of marketing works best during a recession?

Marketing that works best during a recession is the stuff that clearly shows value. Focus on how you solve problems or save people money. Show ROI. Share testimonials from businesses similar to your prospects. Make it really easy to say yes with clear pricing and low-risk options. And honestly? Digital channels often win here because you can measure what’s working and they don’t cost a fortune.

How can small businesses compete with larger competitors during economic uncertainty?

This is actually when small businesses have the advantage. You can be faster, more personal, and more empathetic than the big corporations who are busy cutting budgets and laying people off. While they’re going dark, you stay visible with strategic content. While they’re hiding behind automated systems, you build real relationships with clients. You become the trusted alternative to the faceless corporation that stopped returning calls.

Ready to get your messaging right?

If you’re ready to stop guessing what your audience wants to hear and start communicating with clarity and empathy, let’s talk about whether brand messaging support makes sense for your specific situation right now.

I offer strategy calls where we’ll dig into your current challenges, what you’re trying to achieve, and whether working together would actually help. 

Book your free strategy call

Because whatever the economy decides to do, one thing remains true: clear, empathetic messaging that resonates with your audience will always outperform confused, generic copy that makes people work too hard to understand your value.

And unlike forcing a terrified five-year-old into the deep end, we’ll start exactly where you are and build from there.