How marketers are navigating a possible recession (and advice about what you should do during it) [new data]

Right now, some people will absolutely, 100% say that we’re in, without a doubt, a recession. Others will say that we’re absolutely, positively not in a recession. I think those people should argue with a brick wall. Regardless of where you might personally stand, there’s a lot of ambiguity about what’s actually going on; I’m here to clear it up.

Three Marketing Impacts Caused by Recession Concerns

Three Marketing Impacts Caused by Recession Concerns

1. Consumers are spending less and, predictably, exercising more caution/discretion.

Though not surprising, the biggest impact marketers are seeing is that consumers are cutting costs back due to — and you probably guessed this already — a genuine fear of what’s to come.

According to HubSpot’s 2025 survey about marketing during a recession, 42% of marketers expressed negative sentiments about consumers’ shopping habits, overall acknowledging that many customers…