When the economy goes south, most businesses hit the brakes. I’ve seen it happen three times – in 2008, Brexit and COVID. And each time, I did the opposite.
Back in 2008, at Chelsea FC, I was part of the media department as the financial crisis rocked businesses worldwide. While most clubs tightened their belts, we doubled down on digital. Instead of cutting back, we ramped up online content, social engagement and global fan outreach. The result? We took Chelsea’s digital presence from 400,000 unique hits a month to 6.5 million unique hits a week. That’s what happens when you lean into marketing instead of retreating.
Then came Brexit. Running Herd Media, I saw brands scrambling to make sense of the uncertainty. Regulations were shifting, markets were panicking and businesses didn’t know how to communicate. We helped our clients do exactly that by speaking directly to their audiences in new, engaging ways that built trust.
Fast-forward to 2020, running Nifty Communications, and history repeated itself. As COVID sent businesses into panic mode, we helped B2B and D2C brands do the opposite – by staying loud, staying visible and adapting fast. We guided businesses through the crisis, pivoted marketing strategies, maximised digital engagement and helped them not just survive but come out stronger.
These experiences cemented one fundamental truth: when markets shrink, you don’t cut back, you take ground. And right now, we’re in another period of uncertainty, which means businesses have a choice to make.
Do you sit back and wait for things to improve? Or do you take control and make sure your brand is impossible to ignore?
The Current Economic Landscape: Uncertainty at the Helm
Ask any business owner right now what their biggest challenge is and you’ll likely get the same answer: uncertainty. And if there’s one thing business leaders hate more than a tax bill, it’s not knowing what’s coming next.
The UK economy is currently balancing on a knife-edge. GDP growth is sluggish, with the Office for Budget Responsibility (OBR) predicting just 1.4% growth for 2026. That’s not a recession but it’s hardly a roaring recovery either. Inflation remains sticky, interest rates are still high and consumer confidence is shaky, at best. For businesses, this creates a nasty combination – customers are cautious, costs are rising and decision-makers are second-guessing every investment. And when that happens, what’s the first budget to get the axe? Marketing.
Why Cutting Marketing is a Huge Mistake
Every downturn follows the same pattern – some businesses panic and shrink, while others market smarter and grow. And the second group? They’re the ones that come out stronger when the economy rebounds.
A McGraw-Hill study of 600 companies during the early 80s recession found that brands that kept marketing saw 256% higher sales growth post-recession than those that cut back.
This isn’t a theory, it’s proven. Marketing during a downturn:
✅ Keeps your brand visible while competitors go quiet.
✅ Maintains consumer trust at a time when consistency is key.
✅ Puts you ahead of the pack when the recovery kicks in.
So, if you’re thinking about slashing your marketing budget, ask yourself this – do you want your brand to be forgotten when the market bounces back?
Three Brands That Won by Marketing in a Downturn
1. JD Sports – Growing While Competitors Retreated
Founded in the early 80s recession, JD Sports didn’t play it safe. Instead of holding back, they invested in sportswear marketing, sponsorships and brand partnerships. While other retailers struggled, JD expanded, fast. Today, it’s a £6bn empire that dominates the high street.
2. Amazon – Doubling Down in the Dot-Com Bust
The early 2000s tech crash wiped out thousands of online businesses, but Amazon? They went all-in on marketing and innovation. They expanded their product range, focused on customer experience and kept their advertising strong. The result? They emerged as the dominant force in e-commerce.
3. Kellogg’s – Beating the Competition in the Great Depression
Back in the 1920s, Post was the UK’s biggest cereal brand. But during the Great Depression, they slashed their ad budget. Kellogg’s did the opposite, doubling their spend, launching Rice Krispies and becoming the industry leader. They’ve now held that title for nearly a century.
Looking Ahead: Reasons for Optimism
It’s easy to get caught up in the doom and gloom, but let’s step back for a second. Not all economic signs are bad.
✅ UK inflation is expected to fall to 2%-3% by the end of 2026, which eases cost pressures.
✅ Unemployment remains low, meaning consumers still have spending power.
✅ Certain industries (tech, AI, green energy) are booming and creating new opportunities.
Downturns don’t last forever and when the market rebounds, the brands that stayed visible will be the first to benefit.
Want the Full Strategy? Download Our Free eBook
At Nifty, we know this playbook inside and out because we’ve lived it. We’ve helped brands navigate crises, stay visible and come out stronger.
That’s why we created our ‘Need Help Navigating the Downturn?’ eBook. It’s packed with real-world examples, marketing tactics that work in tough times and practical strategies you can apply today.
📥 Download it here and make sure your brand stays in the fight.
Final Thought: Keep Marketing, Keep Moving
The worst thing you can do right now is disappear.
Yes, times are uncertain. Yes, budgets are tight. But businesses that keep talking, showing up and engaging their audience will always be the ones that win.
So, what’s your move?
If you need a strategy that works without wasting a penny, let’s talk. Nifty knows how to make your brand impossible to ignore, even in a downturn.