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Marketing in a Recession shares important information, research, and tools to help marketers prepare for, and successfully navigate, economic downturns. The content has been curated to provide best practices from past recessions, the latest thinking on what to anticipate going forward, and case studies about the steps leading brands took to navigate tough economic times and ultimately thrive.
We hope you find this content helpful in driving your brand’s growth.
ANA CEO Bob Liodice shares encouraging words as marketers prepare for tough economic times.
What's New
“In the next few months, if you have not already been asked, you’re going to be asked to cut your budgets, you’re going to be asked to find ways to save money. This is not the time to do that.”
- Bob Liodice, ANA CEO
Holiday Spending Up — In This Economy? | On Scope
On Scope host Mike Berberich and show producer Ryan Dinger discuss an Adobe forecast that shows 2025 holiday spending will be up a 5.3 percent over 2024, sharing thoughts about how marketers might take advantage of this apparent spending windfall.
Kantar's Formula for Building Strength in Uncertain Times
In this video, Kantar shared insights from its Blueprint for Brand Growth, highlighting three growth accelerators and three behaviors that strong brands have in common and which activities make the biggest difference.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Holiday Spending Up — In This Economy? | On Scope
On Scope host Mike Berberich and show producer Ryan Dinger discuss an Adobe forecast that shows 2025 holiday spending will be up a 5.3 percent over 2024, sharing thoughts about how marketers might take advantage of this apparent spending windfall.
Kantar's Formula for Building Strength in Uncertain Times
In this video, Kantar shared insights from its Blueprint for Brand Growth, highlighting three growth accelerators and three behaviors that strong brands have in common and which activities make the biggest difference.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Recession Toolkits
ANA Member Exclusive
From product marketing to sales enablement, access the tools and templates needed to drive success.
Not yet an ANA member?
Holiday Spending Up — In This Economy? | On Scope
On Scope host Mike Berberich and show producer Ryan Dinger discuss an Adobe forecast that shows 2025 holiday spending will be up a 5.3 percent over 2024, sharing thoughts about how marketers might take advantage of this apparent spending windfall.
Kantar's Formula for Building Strength in Uncertain Times
In this video, Kantar shared insights from its Blueprint for Brand Growth, highlighting three growth accelerators and three behaviors that strong brands have in common and which activities make the biggest difference.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Holiday Spending Up — In This Economy? | On Scope
On Scope host Mike Berberich and show producer Ryan Dinger discuss an Adobe forecast that shows 2025 holiday spending will be up a 5.3 percent over 2024, sharing thoughts about how marketers might take advantage of this apparent spending windfall.
Kantar's Formula for Building Strength in Uncertain Times
In this video, Kantar shared insights from its Blueprint for Brand Growth, highlighting three growth accelerators and three behaviors that strong brands have in common and which activities make the biggest difference.
ABM Account Plan Canvas 2026
Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
Thought Leadership
What top marketers and industry watchers have to say about navigating these challenging times.
Holiday Spending Up — In This Economy? | On Scope
On Scope host Mike Berberich and show producer Ryan Dinger discuss an Adobe forecast that shows 2025 holiday spending will be up a 5.3 percent over 2024, sharing thoughts about how marketers might take advantage of this apparent spending windfall.
Kantar's Formula for Building Strength in Uncertain Times
In this video, Kantar shared insights from its Blueprint for Brand Growth, highlighting three growth accelerators and three behaviors that strong brands have in common and which activities make the biggest difference.