{"id":356303,"date":"2025-07-11T23:33:29","date_gmt":"2025-07-11T18:03:29","guid":{"rendered":"https:\/\/www.technologyforyou.org\/?p=356303"},"modified":"2025-07-11T23:33:29","modified_gmt":"2025-07-11T18:03:29","slug":"marketers-urged-to-revisit-recession-strategies-and-craft-messaging-that-offers-a-permission-structure-for-purchase","status":"publish","type":"post","link":"https:\/\/www.technologyforyou.org\/marketers-urged-to-revisit-recession-strategies-and-craft-messaging-that-offers-a-permission-structure-for-purchase\/","title":{"rendered":"Marketers Urged to Revisit Recession Strategies and Craft Messaging That Offers a Permission Structure for Purchase"},"content":{"rendered":"
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Gartner Says CMOs Must Adapt Their Brand Strategy as Survey Shows 70% of Consumers Tighten Spending, Shift to Smaller Purchases, and Adjust Savings Habits<\/span><\/strong><\/p>\n<\/div>\n<\/div>\n

As U.S. consumers adjust their behaviors due to concerns over possible price increases due to tariffs, CMOs must prepare now to adapt their brand strategy, positioning and messaging in order to compete, according to Gartner, Inc.<\/span><\/p>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n
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A Gartner Consumer Community survey of 399 U.S. consumers, conducted in May 2025, showed that 70% of U.S. consumers are making significant changes to their day-to-day spending, including cooking at home more frequently, trading down to lower cost or generic brands, and choosing smaller package sizes of fast-moving consumer goods – products with a lower retail price but a higher cost per unit.\u00a0<\/span><\/p>\n

The survey found this shift is coupled with an increased focus on saving money and paying down debt, reflecting classic recessionary behaviors last seen in the early 2010s (see Figure 1).<\/span><\/p>\n

\u201cAs consumers begin to act as though a recession is on the horizon, brands should revisit the proven strategies that helped them weather tough times 15 years ago,\u201d said\u00a0Kate Muhl, VP Analyst in the\u00a0Gartner Marketing practice.<\/strong> \u201cA strong recession playbook means understanding that, unlike during inflation, consumers are less likely to blame brands for broader economic downturns. This gives brands a unique opportunity to strengthen relationships through empathetic messaging and support.\u201d<\/span><\/p>\n<\/article>\n

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Figure 1<\/span><\/h5>\n<\/div>\n
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Source: Gartner (June 2025)<\/span><\/p>\n<\/div>\n<\/section>\n

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\u201cWith uncertainty driving consumers to avoid discretionary and big-ticket purchases, brands must create compelling reasons to buy that align with customers\u2019 new priorities. Now is the time for marketing leaders to craft messaging that gives customers a clear permission structure for making purchases, even as they tighten their belts,\u201d advises Muhl.<\/span><\/p>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Gartner Says CMOs Must Adapt Their Brand Strategy as Survey Shows 70% of Consumers Tighten Spending, Shift to Smaller Purchases, and Adjust Savings Habits As U.S. consumers adjust their behaviors due to concerns over possible price increases due to tariffs, CMOs must prepare now to adapt their brand strategy, positioning and messaging in order to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14083],"tags":[],"class_list":{"0":"post-356303","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-technology-industry-news"},"_links":{"self":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/posts\/356303","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/comments?post=356303"}],"version-history":[{"count":0,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/posts\/356303\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/media?parent=356303"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/categories?post=356303"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.technologyforyou.org\/wp-json\/wp\/v2\/tags?post=356303"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}