How to sell in a turbulent economy

Challenging market conditions may begin as economic phenomena, but their true impact is deeply human. When financial uncertainty sets in, people recalibrate. They cut back, rethink priorities, and seek value in every decision. For marketers and business leaders, understanding these shifts is essential.

So how do you maintain or grow sales when wallets are tight and attention spans are even tighter?

The Reality Check

At the heart of this shift is consumer behavior. In times of economic pressure, shoppers prioritize necessities over indulgences. The dinner out, the weekend getaway, the impulsive clothing purchase – all take a back seat. Instead, consumers turn to essentials: groceries, utilities, and products that offer clear, long-term value. They become more discerning, clipping coupons, comparing prices, buying in bulk, and trusting brands that acknowledge their reality. 

Crucially, what people seek from brands changes too. It’s not about flashy campaigns or aspirational messaging. Consumers look for companies that “get it” – that understand the strain they’re under and offer practical solutions. Brands that are empathetic, helpful, and transparent are the ones that earn trust.
In this environment, authenticity trumps aspiration.

Why Traditional Marketing Falls Short

But while consumers become more selective, brands often react with fear. The instinct to pull back on marketing spend feels safe – why invest in advertising when buyers are tightening their belts? 

And yet, the data says otherwise. History shows that brands that maintain (or even increase) their advertising during downturns not only preserve their customer base, but they emerge stronger. The difference between brands that grow and those that shrink often comes down to one question: 

Do you know what’s really working in your marketing mix?

That’s where Marketing Mix Modeling (MMM) comes in. Moving beyond assumptions, MMM leverages statistical modeling to isolate the real contribution of each marketing activity – whether it’s a TV spot, a digital ad, a promotion, or a pricing shift. It accounts for seasonality, economic trends, competitor activity, and more to give you a clear picture of what’s actually driving return on investment (ROI).

It’s not just a backward-looking report. MMM helps you:

• forecast future growth with confidence;
• pinpoint which channels actually move the needle;
• make budget cuts without cutting performance.

The ROI Advantage

In fact, tougher economic times disrupt traditional ROI patterns. With many companies going quiet, those who continue to speak up gain greater visibility and impact. They build market share, strengthen customer loyalty, and signal long-term stability. Cutting ads may save money in the short term, but it risks eroding brand equity and pushing customers toward more present, persistent competitors.

Here’s the kicker: Even in price-sensitive categories, MMM consistently delivers strong ROI gains – as shown in the case study below – by helping brands answer tough questions like:

• which channels deliver the highest return?
• what’s the right balance between brand and performance?
• how should I reallocate my spend when my budget gets cut?

From surviving to scaling: what you can do now

Challenging market conditions reward resilience, not retreat. Brands that stay close to their customers, adapt their messaging to reflect real needs, and remain visible – without overpromising or overspending – build trust that lasts beyond the crisis.

This isn’t about spending more. It’s about spending smarter.

Photos @Unsplash