Periods of economic uncertainty create ripple effects that impact how consumers spend and how brands operate. However, while challenges are unavoidable, strategic marketing decisions can help businesses not only weather volatility but also continue to grow.

In a recent Quantcast webinar, Nicole Bond, Director of Marketing Strategy at Mintel, and Megan Dykema, Sales Engineer at Quantcast, shared expert insights on how to stay relevant, build trust, and keep momentum strong when the market is shifting. 

Here are three powerful lessons for marketers navigating uncertain times.

1. Consumers Are Balancing Caution With Indulgence

Despite increased financial pressure, today’s consumers are not strictly cutting back; they’re reprioritizing their spending. Nicole Bond described this behavior as a duality in how people are approaching spending decisions, blending caution with the occasional desire to treat themselves.

She explained that while many people are actively budgeting, they are still finding ways to indulge in moments of joy. She said: “Consumers might trade down on everyday staples to save money, forgoing premium brands in favor of private label or budget alternatives. At the same time, they may allocate those savings toward a special purchase, such as a small luxury item or an experience designed to lift their spirits.”

This signals a broader shift from price-centric messaging to value-focused positioning. Brands should emphasize practicality, durability, and long-term benefits while also acknowledging the emotional context in which consumers are navigating. As Nicole put it, “consumers are looking to make the most of their money without completely sacrificing enjoyment.”

2. Pulling Back on Spend Comes at a High Cost

When the market is uncertain, many brands instinctively pause advertising spend. But as Megan Dykema pointed out, that’s often the most expensive choice in the long run.

“History proves that it’s the costliest move,” she said. “Brands that slashed media budgets during past recessions saw an average 18% drop in incremental sales, with long-term revenue losses exceeding $300 million.”

Consumers forget brands that disappear. By the time confidence returns, competitors who stayed visible are already ahead. Instead, brands should maintain their presence with an innovative, balanced media mix across display, video, CTV, and native formats. “With the right tools,” Megan added, “you can optimize in real time, maintain relevance, and keep momentum going.”

The takeaway? Marketing during uncertainty isn’t about doing more—it’s about doing it smarter.

3. Consumers Are Seeking Escape and Emotional Relief

Understanding the emotional landscape is key to connecting with your audience. Nicole pointed out that 51% of consumers handle stress by turning to entertainment. “Stress management is a pressing priority,” she said, referencing financial, work, and family pressures. “Consumers are actively going to be seeking products, services, and experiences that help them unwind and recharge.”

Marketers should lean into emotional need by offering uplifting, entertaining, or comforting experiences, particularly within content and media environments designed to provide a respite from daily stressors.

4. Measurement Is a Competitive Advantage

In an environment where every dollar counts, measurement is no longer optional; it’s essential. According to Megan, “Digital channels gained traction during the last recession not just because they were cost-effective, but because they were measurable.”

However, challenges remain. “According to Forrester’s B2C Marketing Survey, 66% of CMOs still say measurement is one of their biggest pain points,” she said. Without clarity, teams risk making decisions based on assumptions rather than evidence.

Quantcast’s solution is to offer brands visibility across the entire funnel, from awareness to conversion, across all major formats. “You can track ROI with precision across display, video, CTV, native, audio, and mobile,” Megan explained. “You’re not guessing, you’re not shooting in the dark. You’re using real-time data to make real-time decisions.”

5. Messaging Must Emphasize Empathy and Practicality

Brands that stay present must also be thoughtful in their communication. Nicole encouraged marketers to lead with empathy rather than promotion. “This is a time for brands to emphasize value,” she said. “Value is not price. Value is what you get. Price is what you pay.”

She advised that in areas where consumer spending is strained, brands should highlight durability, versatility, or long-term savings. Simplifying decisions and offering financial flexibility can make a meaningful impact. “We want to acknowledge economic stress,” Nicole said. “Focus on helping, and, most importantly, not necessarily on selling.”

Additional Insight: Generational Differences 

Nicole also shared insight into generational differences, particularly Gen Z’s paradoxical spending habits. “They might buy the cheapest grocery items,” she said, “but they’ll also splurge on luxury sneakers or the latest Sephora release.” Brands targeting younger consumers must recognize this trade-off mindset and design strategies that appeal to both their thrift and their indulgence.

Stay Prepared, Stay Present

Economic instability will always create marketing challenges. But as our experts shared, the brands that stay connected, show empathy, and adapt with data will be best positioned to protect their growth.

Watch the whole conversation and explore more insights on our Advertising in Uncertainty Resource Hub.