But now isn’t the time to cut ad spend—it’s the time to double down and connect with your audience on a deeper level.
Brands that keep investing during uncertainty don’t just survive—they come out stronger.
- During COVID, P&G maintained ad spend and saw 4% revenue growth in Q2
- McCain faced growing competition from private labels and discount retailers but leaned into brand-building instead of discounting—and saw a 47% decrease in price elasticity and a 44% increase in base sales over eight years.
On the other hand, brands that pull back often face serious setbacks:
- Coca-Cola slashed it’s ad budget during COVID and saw a 28% revenue drop
With rising costs, consumers are more careful with their spending—but that doesn’t mean they’re only chasing the lowest price. Brand trust, emotional connection, and even national pride are all playing a bigger role in purchasing decisions.
- People want to support brands they believe in.
- They’re paying attention to who is showing up during tough times.
- The push to “buy Canadian” or “buy American” is real—and brands that lean into this moment can build deeper loyalty.
Now is not the time to go quiet. If anything, it’s the time to show up in a meaningful way. You’ve worked hard to build awareness and trust—don’t let that go to waste.
At Reticle, we help brands make every media dollar count by ensuring their ads resonate with the emotions that drive real decisions. Cutting through the noise is more important than ever, and we can help you do just that. Let’s talk about how to keep your brand top of mind during these times of economic uncertainty.
