Whether the cost of living crisis will lead to a full-blown recession cannot be predicted with complete confidence but history suggests that if and when it does, marketers will be under pressure to reduce budgets to correspond with the expectation of lower sales.
However, if marketers can get to the heart of the discussion, they just may be able to persuade boards that the old adage that brands which continue to advertise through downturns generally thrive still applies.
The only problem, though, is the figures executives can quote usually date back to the 1990s or the financial crisis of 2008....