Marketers Urged to Revisit Recession Strategies and Craft Messaging That Offers a Permission Structure for Purchase

The survey found this shift is coupled with an increased focus on saving money and paying down debt, reflecting classic recessionary behaviors last seen in the early 2010s (see Figure 1).

“As consumers begin to act as though a recession is on the horizon, brands should revisit the proven strategies that helped them weather tough times 15 years ago,” said Kate Muhl, VP Analyst in the Gartner Marketing practice. “A strong recession playbook means understanding that, unlike during inflation, consumers are less likely to blame brands for broader economic downturns. This gives brands a unique opportunity to strengthen relationships through empathetic messaging and support.”