5 marketing musts in a time of economic and geopolitical uncertainty

High inflation, trade disruptions, ongoing wars, rising prices, Donald Trump. A new year might symbolise hope and new beginnings, but sadly it looks like 2026 is going to be a continuation, if not an acceleration, of all the economic and geopolitical issues we faced during 2025. And there are no signs of it abating any time soon.

But we’ve been in periods of uncertainty before (2020 anyone?) and tempting as it might be to put all marketing on hold or to cut your marketing budget until things pick up again, history has shown that’s the last thing brands should be doing.

Marketing is an investment in future stability and growth, so what you should be doing is adapting your marketing to the times, rather than stopping it altogether.

So, what should brands be doing to successfully navigate this somewhat turbulent time? We take a look.

1. Be reassuring rather than persuasive
   

   In times of uncertainty, when consumers are feeling unsure, anxious and second guessing the world around them, the last thing they need is to be hit over the head with bold promises (haven’t we had enough of those from recent Governments?!) and told the solution to all their problems is this particular amazing product or service.

   What they actually need is the direct opposite.  With 46% of consumers switching products to find better value, and another 42% not planning any big ticket spending in the first part of this year, brands should be focusing on reassuring customers that they understand their pressures. They should be focusing on problem-solving and explaining how their product or service genuinely helps their audience rather than going for the hard sell.

Consumers are looking for clarity, stability and value and any brand that demonstrates those qualities will be perceived as a safe harbour – one people will happily return to even when the waters aren’t quite so choppy.

It’s exactly the reason why Patagonia continues to be so successful. Not only does it not participate in the traditional Black Friday sales, when limited time offers and massive discounts urge people to spend, spend, spend, so they can ‘save’ in the future, but it uses the day to encourage people to avoid unnecessary purchases and to think about repairing and recycling the garments they own.

2. Strengthen existing customer relationships

   Every good marketer knows it costs more to acquire a new customer than to retain an existing one, so make sure you’ve got good relationships with your current customer base.

To keep customers engaged and invested in your brand, provide personalised content, offer incentives and exclusive rewards, give personalised freebies.

Also, review how to strengthen relationships with brand new customers. Can you improve your onboarding process? Should you be communicating with them more or less frequently?  What can you do to appeal directly to their wants and needs and keep them coming back for more?

And if you’re not sure where to start, take a look at the North Face loyalty scheme – a  great example of knowing and appealing to your customer base. With their scheme, you don’t just get discounts, birthday rewards, or early access to exclusive products, you can also use points to access unique adventures, perfect for outdoor enthusiasts, and ideal when the purse strings are a bit tight.

3. Be flexible and adaptable
   

   Yes, marketing strategies are important, and so are long-term plans, but in the current climate the ability to adapt is what’s going to put you ahead of the curve.

The most successful marketing plans are those built with flexibility and have the ability to adjust to changing conditions while maintaining strategic direction. Think modular campaigns and adaptable messaging.

So, if you normally shout about excess and luxury, don’t! Consumers are a lot more conscious about the pennies, so instead concentrate on how your products or services address pressing needs.

It’s also worth considering whether you could pivot your offering. Last year, The Ordinary, a skincare brand known for its no-frills products took the extraordinary step of selling cartons of eggs at a fraction of the price of supermarkets. And while it might seem an odd leap from skincare to eggs, it worked because it showed they were listening. With skyrocketing prices and an ongoing egg shortage in the US, they stepped in to deliver what the people of New York really needed – eggs.

And while some cynics might say this was nothing more than a calculated marketing stunt, it was perfectly in line with their values of authenticity, transparency and simplicity so effectively reinforced their brand identity.

4. Focus on building trust
   

   Like it or not AI is here to stay, and while there are definite advantages to using AI such as efficiencies, insights and scale, it comes with a massive caveat for consumers – just how much of what you are seeing is actually genuine?

A boat crew helping rescue a polar bear from a walrus. Fake. Coca-Cola’s Christmas ad reboot. AI and bad AI at that. Vogue running a Guess advert featuring a gorgeous blonde model. Read the (very) small print, and you’ll discover she’s AI generated.

And with AI getting better and better, it’s going to be harder to spot when it’s used. Couple that with consumers being overwhelmed by content, building brand trust is crucial if you want to stay ahead of the competition. And if you don’t believe us, a whopping 88% of people say trust is as much of a purchase consideration as quality and price!

So, how do you build trust? Well, during periods of uncertainty, consumers crave the human connection, so humanise your brand with behind-the-scenes content, employee stories, user-generated content, use chatbots which aren’t bots but real people!

Double down on consistency and ensure you use the same voice and brand values across all your marketing touchpoints including social media, ads, website, emails and reviews.

Be transparent about how you use consumer data, your operational processes, and sustainability credentials. Remember, it doesn’t matter if you’re not doing everything perfectly, just that you’re honest about what you are doing.

And does this mean you shouldn’t use AI? No, but if you opt to use it, make sure you use it wisely and that it reflects your brand values. A lesson Valentino could learn.

5. Above all listen
   

   We’re all guilty of making assumptions but with priorities shifting and budgets tightening it’s more important than ever to actually listen to what customers want. Have direct customer conversations, use insights from your sales teams, and drill down into behavioural data to get a clear picture of what’s going on in the real world.

Ryanair has mastered this approach. Well aware of their…let’s be kind and say ‘poor’ reputation…they actively engage with customer feedback, responding to complaints and feedback with sarcasm and hilarious responses. Okay, they might not be improving their services on the back of customer feedback, but at least customers feel like they are being heard.

But you could argue listening is pointless without action. Last year, when Amazon noticed a spike in interest in sugar-free and zero calorie products, they worked with partner brands to launch Amazon Grocery, directly targeting consumer demand for heathier, reduced-sugar options. A great example of how staying close to your customers takes the guesswork out of adapting your offers and messaging.

Do the marketing that matters most

Hopefully, that’s given you some ideas about how brands should navigate these turbulent times. Just remember, it’s not a case of doing less but rather about doing what matters most to your customers.

And if you need any help with what approach you should be adopting or with creating a flexible marketing strategy that will keep your brand on track, just give us a call.