Marketing in a Recession | Marketing Knowledge Center | ANA

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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.

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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.

Six Lessons in Purposeful Marketing from 2023

6 months ago

Beyond Profit Podcast host Ken Beaulieu selected his six key takeaways from more than two dozen conversations on brand purpose throughout 2023 and is sharing them to make all of us wiser.

Why Aren’t More Marketers Growth Hacking?

11 months ago

Marketing Futures podcast host Mike Berberich explains exactly what growth hacking is, how it works, and how any marketer can implement it into their overall marketing mix to drive growth.

Surviving Inflation

1 year ago

This white paper from Ekimetrics looks back at the major disruptions and changes that inflation is causing in order to use data science to strengthen pricing power and promotional strategy.

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 year ago

In this video, 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.

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

1 year 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

1 year 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

2 years 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

3 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.

Research

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

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

2 years 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

3 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.

David Baldwin, Co-Founder of Ponysaurus Brewing, Talks Brand Purpose

by John Paquin, 9 months ago

As emerging media and marketing channels continue to explode, it is paramount for brands to curate authentic and engaging ways to connect with audiences. Observing audience behavior and cultural trends demands more agile marketing and begs the question: How can marketers ensure their brands are showing up at the right time, in the right place, and on-tone in this evolving climate?

Business Leaders Who Involve Employees in Decision Making Perform Better on Retention

10 months ago

Ashley Miles, founder and CEO at Franklyn West, and Marisa Thalberg, one of only 19 people inducted into the Forbes Hall of Fame, discussed the psychology behind why business leaders who involve their staff in decision making will have an inside track on attracting and retaining top-end, diverse talent.

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