Doing more with less: Six marketing lessons from previous recessions

Matt Shaw of The&Partnership searches the marketing archive for learnings about marketing in a recession.

British households are facing the biggest financial crisis for a generation. Inflation is outstripping wages, hitting a forty year high of 11.1% (CPI, November 2022), resulting in the biggest drop in living standards since records began (OBR).

It’s little wonder then that value is coming under sharp scrutiny and people are switching, down-trading, delaying and stopping purchases in levels that haven’t been seen since the Financial Crisis of 2008. In this climate, it’s never been more important for brands to be financially competitive, but most companies are also facing a cost of doing business crisis that is driving up costs...

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