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Marketing in a Recession shares important information, research, and tools to help marketers prepare for, and successfully navigate, economic downturns. 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.
What's New
“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
Report: Most U.S. Adults Concerned About Gas Prices
Rising gas prices and tariff concerns are reshaping how Americans spend, travel, and plan. A new Reach3 Insights study finds 78 percent of U.S. adults report negative feelings about the economy, signaling a shift in consumer behavior that could affect brand strategy.
Morning Consult on Uncertain Consumers and the AI Paradox
Morning Consult used its always-on data engine to unpack the forces defining the 2026 consumer — a narrowing income divide, heightened price sensitivity, geopolitical complexity, and the rapid acceleration of AI adoption that is reshaping attitudes faster than behavior.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Report: Most U.S. Adults Concerned About Gas Prices
Rising gas prices and tariff concerns are reshaping how Americans spend, travel, and plan. A new Reach3 Insights study finds 78 percent of U.S. adults report negative feelings about the economy, signaling a shift in consumer behavior that could affect brand strategy.
Morning Consult on Uncertain Consumers and the AI Paradox
Morning Consult used its always-on data engine to unpack the forces defining the 2026 consumer — a narrowing income divide, heightened price sensitivity, geopolitical complexity, and the rapid acceleration of AI adoption that is reshaping attitudes faster than behavior.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Recession Toolkits
ANA Member Exclusive
From product marketing to sales enablement, access the tools and templates needed to drive success.
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Report: Most U.S. Adults Concerned About Gas Prices
Rising gas prices and tariff concerns are reshaping how Americans spend, travel, and plan. A new Reach3 Insights study finds 78 percent of U.S. adults report negative feelings about the economy, signaling a shift in consumer behavior that could affect brand strategy.
Morning Consult on Uncertain Consumers and the AI Paradox
Morning Consult used its always-on data engine to unpack the forces defining the 2026 consumer — a narrowing income divide, heightened price sensitivity, geopolitical complexity, and the rapid acceleration of AI adoption that is reshaping attitudes faster than behavior.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Report: Most U.S. Adults Concerned About Gas Prices
Rising gas prices and tariff concerns are reshaping how Americans spend, travel, and plan. A new Reach3 Insights study finds 78 percent of U.S. adults report negative feelings about the economy, signaling a shift in consumer behavior that could affect brand strategy.
Morning Consult on Uncertain Consumers and the AI Paradox
Morning Consult used its always-on data engine to unpack the forces defining the 2026 consumer — a narrowing income divide, heightened price sensitivity, geopolitical complexity, and the rapid acceleration of AI adoption that is reshaping attitudes faster than behavior.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Thought Leadership
What top marketers and industry watchers have to say about navigating these challenging times.
Report: Most U.S. Adults Concerned About Gas Prices
Rising gas prices and tariff concerns are reshaping how Americans spend, travel, and plan. A new Reach3 Insights study finds 78 percent of U.S. adults report negative feelings about the economy, signaling a shift in consumer behavior that could affect brand strategy.
Morning Consult on Uncertain Consumers and the AI Paradox
Morning Consult used its always-on data engine to unpack the forces defining the 2026 consumer — a narrowing income divide, heightened price sensitivity, geopolitical complexity, and the rapid acceleration of AI adoption that is reshaping attitudes faster than behavior.