Marketing in a downturn isn’t about shouting louder, it’s about keeping steady while many others go silent.
The conditions suck and are brutal, you don't necessarily see the light at the end of the tunnel, your budget’s under scrutiny, and your competitors? They're dropping off the track, one by one.

Then, that little voice starts making you wonder…should you be pausing your efforts as well.

Should you be stopping to wait it out?
Or do you remain calm, double down, speak up, and become unforgettable?

At Ellera, we’ve helped and seen a lot of brands weather all kinds of market chaos from panic during the pandemic to inflation anxiety. And here’s what we’ve learned so far:

Brands that keep showing up, speaking clearly, and staying connected to their audience don’t just survive the downturns, they actually gain ground and become stronger.

Let’s talk about how.

Don’t Go Quiet. Instead, Stay Visible and Valuable.

In times of economic uncertainty, many brands (especially smaller ones) do the same thing: they shrink. They immediately cut ad spend, pause all their campaigns, and cross their fingers hoping their audience remembers them when things pick back up.

But history tells a different story.

🧠 According to the The Institute of Practitioners in Advertising (commonly known as the IPA), brands with a higher share of voice than share of market during downturns see higher growth when the market rebounds.

What does this mean for you? The more visible you are during a downturn, not only preserves, but can actually increase the market share you’ll own later.

Be Human First, Brand Second.

When your customers start feeling the stress on their wallets, they begin paying extra close attention to where they're spending.
Now, that's not to say they stop spending. But… it does mean they spend more intentionally.

So instead of shouting out “Buy now,” start asking:
How can we be genuinely helpful right now?
How can we solve a real problem? Maybe offer some peace of mind? Or even just make someone smile?

This is where your brand values like transparency, empathy, and clarity become absolute non-negotiables.

Don’t mask bad news. Share it with integrity.
Don’t chase trends. Solve real problems.
Don’t fake sincerity. Try showing up with purpose.

Think of brands like Patagonia, who own their environmental impact (with their 2011 "Don't Buy This Jacket" campaign), or Taco Bell, who leaned into affordability with humor and empathy during the 2008 recession.

These brands didn’t ignore what was going on, they leaned in, stayed real, and made you feel supported.

Refocus on What Matters: Your Core Products and Customers.

Downturns aren’t the time to test five new channels. They’re the time to double down on what’s already working.

It's a time to zoom in on your core offerings and on your best customers.

At Ellera, we help clients tighten their strategy. That might look like:

• Retargeting warm audiences instead of chasing cold traffic.

• Building smart loyalty programs.

• Upselling existing customers (who already trust you).

Clarity scales and distraction dilutes.

Value Over Everything.

In tight markets, value will win. And no, that doesn't just mean discounts.

We mean value in the form of:

• High-quality content that educates.

• Products that deliver more than they promise.

• Services that remove friction from people’s lives.

Give before you ask. Teach before you sell. Help before you hype.

That’s how you build a brand people want to spend money with, even when they’re spending less.

Align With Culture, Not Just Commerce.

People buy from brands that stand for something. Especially when times are rough.

In 2020, LVMH pivoted to producing hand sanitizer in their French facilities where they would normally be producing perfumes and cosmetics. Zoom became the world’s living room. These weren’t just marketing moves. They were acts of relevance and trust.

Trust is no longer just a feel-good word. It’s a measurable buying decision factor.

If your brand only shows up to sell, people will tune you out.
But if you stand for something real and something consistent, people will end up rallying around you.

Keep Your Brand Values Front and Center.

When the pressure’s on in hard times, some brands panic and they start cutting corners, changing their tone, and ultimately watering down their values to stay afloat.

That’s how you lose people.

Downturns test your values. Your audience is watching to see if you mean what you say.

Now’s the time to reaffirm what you've been saying you stand for, whether that's sustainability, community, innovation, or affordability.

Think of brands like Arizona Iced Tea, who have long-refused to raise their price from 99¢, even when everything else goes up.

While competitors lean into shrinkflation, Arizona touts themselves being the affordable go-to. They don't rebrand or reprice to “stay competitive.” They just stayed consistent.

Show Real People, Real Stories, and Real Impact.

Social proof hits harder during slower economies.
Consumers want evidence. Testimonials. Screenshots. Reviews. Real voices.

Encourage user-generated content. Highlight customer wins. Tell success stories, even if they’re small.
Because people trust people.

Final Thoughts

Economic downturns are tough, but they’re also an opportunity to strengthen relationships with your customers. If you make an effort to prioritize transparency, empathy, providing real value, and staying true to your brand’s core values, you can build lasting trust and maintain relevance even when times are rough.

As a marketer, it's important to remind your team and clients that during tough times, the companies that thrive are those that remain consistent in their messaging and always keep the customer at the center of their strategy. The downturn will eventually pass, but the trust you build now will carry your brand forward when things improve.

Have you seen any examples of brands doing this right? Or maybe you’ve noticed brands that missed the mark? Share your thoughts in the comments below, we’d love to hear from you!