Don’t Go Dark: Why Marketing in a Downturn Is Your Lifeline, Not a Liability
When economic anxiety starts creeping in—whether it's due to rising tariffs, a looming recession, or general market unpredictability—many business owners start looking for places to cut costs. And marketing is often one of the first things on the chopping block.
But here’s the hard truth: cutting brand marketing in a downturn is almost always a mistake.
I get it. I’ve been there.
In the summer of 2019, I launched my marketing agency, full of energy and excitement. Within a few short months, I had secured several local clients—mainly brick-and-mortar businesses—and things were picking up fast. But then, 2020 happened. The pandemic shut down the world. Literally.
All of my clients were forced to close their doors, and understandably, no longer had a need—or the budget—for marketing support. I suddenly went from a growing roster of happy clients to an empty calendar and a big question mark over my business’s future.
Adapt, Don’t Retreat
Rather than panic, I pivoted. I knew businesses were still operating—just not in the same way. Online brands, digital service providers, and entrepreneurs who had already embraced virtual platforms were now busier than ever and needed help reaching their audiences in new ways.
So I reworked my own marketing strategy. I updated my messaging, expanded my reach beyond my local area, and began targeting online-based businesses across the country. And it worked. Not only did I rebuild my client base, but I also found new ways to serve them—and ultimately helped them grow through the crisis.
That pivot didn’t just save my business. It gave me first-hand insight into how critical brand marketing becomes when the world feels uncertain. Pulling back would have meant disappearing. Instead, I doubled down on visibility—and that’s what made the difference.
The Research Backs It Up
This isn’t just my story, either. There’s data to support staying the course when it comes to marketing in tough times.
As The Social Juice recently noted:
“The Ehrenberg-Bass Institute has found that if a brand stops advertising, its sales will fall 16% after one year and 25% after two years. In other words: you’re at a serious disadvantage when a normal economic environment resumes.”
That’s a steep price to pay for short-term savings.
The impact is even clearer when you look at historical data. During the 1989–1991 recession, a study by MarketSense found that brands who increased their advertising during the downturn saw substantial growth. Jif Peanut Butter grew by 57%. Kraft Salad Dressing? 70%. And Pizza Hut saw a 61% boost in sales.
Meanwhile, McDonald’s cut back—and saw a 28% drop in sales.
As The Social Juice email summarized:
“The best strategy for surviving a recession is to get the balance right between long-term brand building and short-term sales promotion.”
Why Going Dark Hurts More Than You Think
When you stop showing up in front of your audience—on social media, in emails, in advertising—they don’t just miss you. They forget you.
Think about the last time you stopped seeing a brand’s content. Did you go looking for them? Probably not. You just moved on to the next one that did show up.
The same happens with your audience. If your competitors stay visible while you hit pause, you’re not just losing ground—you’re handing it over.
That doesn’t mean you have to go full-speed with every tactic you’ve ever used. But it does mean staying present. Share your expertise. Tell your story. Connect with your audience. Especially when they’re going through tough times too.
As The Social Juice wisely put it:
“You wouldn’t abandon a friend when they’re going through a tough time, and the same can be said of consumers.”
Brand Building IS ROI-Driven
Some business owners hesitate to invest in brand marketing because they see it as “fluffy” or hard to measure. But brand building is one of the most effective ways to create long-term loyalty and financial resilience.
According to research from Les Binet and Peter Field, brands that focus on long-term brand building alongside short-term sales tactics see more sustainable growth over time. It’s not an either/or. You need both.
When you invest in your brand during a downturn, you’re not just spending money—you’re gaining trust, building recognition, and staying top of mind. All of which contribute to future sales when consumer confidence returns.
Lessons from COVID: Flexibility Wins
The COVID downturn forced me to let go of strategies that no longer served and adapt in real time. I had to re-learn what my audience needed now, not what they needed three months ago. The same will be true in the next economic shift.
Here’s what worked for me—and what I encourage clients to do today:
Listen to your audience: What are their new pain points? How can you show up for them in this moment?
Stay visible: Post regularly, send emails, host a webinar, run ads if you can. Just don’t disappear.
Focus on value: Reassure your audience that you’re here to help, not just sell.
Repurpose content: You don’t always need to create more, just reuse what you already have in smart ways.
Adjust your offer: Can you tweak your services or products to meet your audience’s shifting needs?
Final Thought: Keep Showing Up
Recessions are hard. Uncertainty is uncomfortable. But visibility during difficult times is often what separates the businesses that bounce back stronger from those that fade into the background.
When things feel shaky, brand marketing isn’t a luxury—it’s your lifeline.
As The Social Juice said:
“If management is looking to brand marketing as an easy way to cut costs, it’s important to demonstrate that brand building has a measurable return on investment (ROI) just like other forms of marketing.”
So here’s my message to fellow business owners, marketers, and entrepreneurs: don’t go dark. Your audience needs to see you, trust you, and believe in you—even more so when the world feels uncertain.
Keep showing up. Keep serving. Your future business depends on it.
P.S. If you're a business owner or entrepreneur trying to stay visible but not sure where to start, I created the Grow with Guidance group marketing program just for you. We meet twice a month to tackle strategy, build confidence, and simplify your marketing efforts—with live coaching and actionable tips that meet you where you are. It’s designed for folks who want to do the work but need structure, support, and a little marketing magic. Want in? Learn more here ➝ https://www.sproutcreativela.com/grow-with-guidance
This blog was written by Kristina Kury, Founder & CEO of Sprout Creative
They work with small business owners and entrepreneurs who are busy running their businesses, overwhelmed with marketing, and whose growth has plateaued to turn their marketing into a more manageable, automated marketing machine.
Follow @SproutCreativeLA on Facebook and Instagram.