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Marketing in a Recession shares important information, research, and tools to help marketers prepare for, and successfully navigate, the anticipated 2023 economic downturn. The content has been curated to provide best practices from past recessions, the latest thinking on what to anticipate going forward, and case studies about the steps leading brands took to navigate tough economic times and ultimately thrive.

We hope you find this content helpful in driving your brand’s growth.

ANA CEO Bob Liodice shares encouraging words as marketers prepare for tough economic times in 2023.

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“In the next few months, if you have not already been asked, you’re going to be asked to cut your budgets, you’re going to be asked to find ways to save money. This is not the time to do that.”

- Bob Liodice, ANA CEO


Best Practices

Learn how some of the top brands successfully maneuvered through economic downturns.

Recession-Proofing Strategies for Creative Production

1 month ago

In this webinar, learn about strategies to “recession-proof” your creative productions, including uncovering efficiencies within your content creation ecosystem, right-sizing agency staffing plans, mitigating asset waste, and more.

Thriving in a Challenging Economy

2 months ago

Al Collins and Eric Feige of VShift explain why now is the time for businesses to streamline and focus – while also investing in people, processes and technology.

Partner Content

Stay current on the latest economic related news from across the industry.

How Re-Imagining the Brand and Retailer Relationship Can Drive Retail Media Innovation

1 month ago

Walmart and General Mills shared how they’ve optimized their partnership using retail media, highlighting how doing so has allowed for improved customer experiences, more integrated campaigns, and more innovation.

Proactive Steps Marketers Can Take to Mitigate Recessionary Impacts on Their Brand

7 months ago

Marina Stuefer, senior partner at Gain Theory, shared steps marketers could take to prepare for a potential oncoming recession.

Recession Toolkits

ANA Member Exclusive

From product marketing to sales enablement, access the tools and templates needed to drive success.

Not yet an ANA member?

Learn how we build growth champions

Case Studies

Learn what steps your marketing peers took to prepare for the last recession.

Resilience in a Time of Turbulence: A Fireside Chat with Habitat for Humanity

1 year ago

Habitat for Humanity discussed some of the ways that it has responded to the pandemic and the calls for racial justice that have marked the past several years.

How These Nonprofits Pivoted During the Pandemic

2 years ago

The word “pivot” has become an all-too familiar part of our shared lexicon over the past COVID-plagued year. Nor have “pivots” been something that we only talked about; they’ve been an indispensable part of the way that we’ve conducted our lives and business.


Know what the experts are finding through their recession-based research.

Trends in U.S. Digital Advertising and Media in 2022

1 year ago

In this webinar, Paul Verna, Principal Analyst and Head of the Advertising and Media Practice at Insider Intelligence, explores trends in U.S. digital advertising and media as we head into a future shaped by the pandemic but no longer bound by it.

Key Economic Trends Shaping the Future of Giving

2 years ago

Experts discussed the economic outlook and key trends for organizations and their donors and what this will mean for the future of giving.

Thought Leadership

What top marketers and industry watchers have to say about navigating these challenging times.

How to Take Your B2B Company from Nice-to-Have to Need-to-Have

2 months ago

Edelman’s Joe Kingsbury offers some advice for B2B marketers striving to take their company from a nice-to-have to a need-to-have, including an interesting perspective on how to approach creating thought leadership content.

What ChatGPT Means for Marketers

by Jacqueline Lisk, 2 months ago

ChatGPT, the large language model chatbot that debuted to great fanfare in 2022, can drive marketing efficiencies and foster creativity, but brand managers need to ensure that humans are the ultimate arbiters for what kind of messaging will resonate with their audiences. Even brand managers who are not in testing mode when it comes to ChatGPT need to understand its widespread implications for marketing and advertising.

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