The jury is still out on whether a recession is inevitable given the current strength of the job market and consumer demand. Nevertheless, the vast majority of businesses are revisiting all line items in their budgets.
Research clearly shows that investing in marketing during times of economic crisis yields strong business results. Some businesses have already changed their mix and reduced their spend on performance in favor of brand marketing. Airbnb has done just this, leaning on the strength of its instantly recognizable brand as a primary marketing tactic since 2021.
