How entrepreneurs can nonetheless thrive in a recession: Professional and data-backed ideas

When life offers you lemons, make lemonade. Proper?

There’s loads to glean from turbulent instances just like the 2008 recession and the newer COVID-19 pandemic. Inside these durations are droves of case research proving that whether or not or not an organization comes out thriving is essentially depending on the energy of its advertising. It’s no coincidence that those who leaned in are those nonetheless prospering.

Take Hyundai, for instance, a model that launched the Hyundai Assurance Program in 2009 (a response to the 2008 recession), a marketing campaign permitting clients to cease funds and return their vehicles within the occasion they had been laid off. And whereas U.S. auto gross sales dropped by greater than 20% in 2009, Hyundai’s U.S. gross sales elevated by 8%.

Want additional convincing? Learn on for extra examples and knowledgeable recommendation.

Desk of Contents

Is one other recession really coming?

Predicting the following recession is like forecasting the climate (particularly for these of us, like myself, residing in temperamental London): Figuring out precisely when, why, and the way extreme a recession can be is difficult, contemplating the number of components impacting the markets that drive financial climates.

Nonetheless — and understandably — anticipation of the following recession is each pervasive and anxiety-inducing. One in three entrepreneurs suppose a recession could have a good greater affect on advertising than COVID-19. In response to HubSpot’s 2025 Advertising and marketing Report, 41% of entrepreneurs expressed destructive sentiments about financial situations impacting their advertising methods.

“I feel worry is what sits on the backside of all of this,” says Robyn MacMillan, inventive director and cofounder of The Everburn Company. “The manufacturers that may see previous the sort of hill are those that really are capable of climate the storm.”

Is a recession imminent? In all probability (some argue we’re already in the beginning of 1). However does that imply it is best to panic? Undoubtedly not.

What Entrepreneurs Can Study From Previous Slowdowns

“Historical past has receipts,” says MacMillan. “Recessions don’t really cease individuals from spending or buying. We nonetheless want companies. We nonetheless want platforms.”

New 2025 HubSpot information on shopper spending habits backs her declare, discovering that relatively than slowing down or halting purchases, consumers are reacting to a possible recession just by spending extra carefully.

“I interpret this as customers being much less panicked and extra pragmatic about potential downturns due to what they discovered about dealing with their monetary conditions from the financial results of COVID-19 and post-pandemic inflation,” says Tristen Taylor, who performed the survey.

In different phrases, your clients aren’t as panicked as you may suppose. So why do you have to be?

Take a breath and bear in mind: Manufacturers (you!) nonetheless want advertising — arguably much more throughout a recession than at another time. And the manufacturers that keep adaptable and centered can nonetheless develop.

Learn on to find prime recession ideas to keep in mind as a marketer.

Suggestions for Getting ready and Navigating Recessions

1. Use information to attach with clients.

Recessions are important instances for entrepreneurs to audit their relationships with clients.

An important step in recession-proofing your technique is gathering real-time information on shopper attitudes, preferences, and behaviors. With that perception, you may refine your advertising efforts — guaranteeing your messaging will not be solely well timed, however really resonates together with your viewers.

“We make too many assumptions as entrepreneurs,” says MacMillan. “Take away these assumptions and actually hook up with the info, see what sentiment evaluation you are able to do to then see what your shopper wants proper now.”

2. Don’t underestimate the ability of social media — even when your funds is lower.

When requested which advertising ways they’d prioritize if financial uncertainty continues, 23% of respondents in a 2025 HubSpot survey pointed to social media advertising. In the event you ask me, this quantity needs to be larger, contemplating HubSpot’s State of Client Developments report discovered that social media is the highest channel for product discovery for Gen Z, Millennials, and Gen X.

Whereas a recession typically means tighter budgets, that doesn’t imply your social technique ought to take a again seat.

Listed here are just a few high-impact, budget-friendly focus areas to maintain your social presence sturdy with out overspending:

Consumer-Generated Content material

Consumer-Generated Content material (UGC) — something created and shared by clients — is without doubt one of the strongest advertising instruments. For one, it’s free. However extra importantly, it drives natural belief, real engagement, and a way of relatability.

We noticed a surge in UGC through the pandemic. Why? “As a result of individuals had extra time,” says MacMillan. And for a lot of in-house advertising groups, it grew to become a lifeline.

MacMillan vividly remembers one consumer, a cybersecurity firm in Gothenburg, Sweden, that thrived by tapping into the ability of UGC and leaning into relatable, on a regular basis case research. Fairly than spotlighting advanced product options or tech-heavy stats, they centered on human tales — just like the one about an aged mother who by accident clicked a phishing hyperlink disguised as a promotion from M&S, which led to a checking account breach.

“Their scalability went off the charts as quickly as they leaned extra into that humanistic facet that individuals crave throughout a fearful time,” MacMillan provides.

New Platforms and Options

In one other current HubSpot weblog, I wrote concerning the social media platforms entrepreneurs needs to be keeping track of in 2025. The identical recommendation stands on the recession-prep entrance.

Leveraging rising options and traits like reside video and audio will help your model keep related and linked. In case your model is already lively on Instagram (likelihood is, it’s), take into account how Threads can complement your attain and engagement.

Plus, by no means underestimate the ability of content material that entertains. In tense instances, individuals crave causes to smile and have interaction much more. Behind-the-scenes content material can be efficient for producing belief, giving your viewers a real have a look at the individuals and processes behind your model — one thing clients crave in uncertainty. Partake Meals, which coincidentally scaled massively through the pandemic, does a terrific job with this (in addition to UGC).

3. Lean into the model loyalty you must continue to grow your viewers.

Closely take into account sharpening your technique round customized experiences — customized and individualized curations of messages, content material, merchandise, or experiences. Whether or not you supply a reduction code to your most frequent clients or ship them a customized card thanking them for his or her loyalty, little tokens of appreciation can go a good distance.

“Actually lean into that neighborhood you’ve created — ensure that they’re engaged, that they really feel seen, heard and valued, relatively than simply being service,” MacMillan. “They’ll then change into advocates and associates.”

4. Promote low-cost or high-value merchandise.

Whether or not you’re promoting reasonably priced necessities or premium items, the important thing throughout a recession is positioning: The way you body your worth makes all of the distinction.

“In case your merchandise are cheaper or present higher bang for the buck than opponents’, deal with gaining market share from clients who beforehand swore by pricier choices,” says Maxwell Iskiev, who leads analysis initiatives at HubSpot.

On the flip facet, Iskiev properly provides: “In the meantime, luxurious manufacturers can deal with advertising the added worth clients get for buying with them. For instance, a model promoting hand-stitched leather-based wallets can place itself as a longer-lasting different to a reduction pockets.”

Reasonably priced Instruments and Expertise to Leverage

Probably the greatest methods to streamline efforts in significantly turbulent instances is automating repetitive and guide duties — from electronic mail advertising to social posts and advert campaigns. This not solely saves time, however frees you as much as deal with high-impact, strategic initiatives. AI may assist optimize your efforts, enhancing concentrating on, and driving down prices.

Under are just a few instruments I like that you may also discover useful.

1. Advertising and marketing Hub

Whereas new expertise can really feel intimidating to implement at first, HubSpot’s choices are unbelievable instruments you need to be leaning into, for those who’re not already.

HubSpot’s Advertising and marketing Hub comes geared up with AI and automation baked in, streamlining every part from onboarding to day-to-day use, even for groups that aren’t extremely technical.

In my expertise, the automated workflows, information assortment for every lead, and prompts on how you can join with every prospect make Advertising and marketing Hub a useful asset for entrepreneurs. In response to our analysis, automating primary duties can save entrepreneurs as much as 2.5 hours day by day — which means they’ve extra time to spend money on high-level duties.

I additionally need to spotlight a brand new function that comes with the Skilled and Enterprise plans: Breeze social media agent. It helps you from starting to finish together with your social media technique. It creates and automates a multichannel social media technique on your model by creating property and posting them at perfect instances. Breeze additionally retains observe of efficiency metrics so you may see engagement and success ranges. It additional analyzes viewers information to broaden your attain.

As I discussed above, natural social media is a cheap and extremely efficient type of advertising, so including AI that can assist you maximize its potential is a should for my part.

Core Options

• Automation of guide duties to avoid wasting entrepreneurs time.
• AI brokers to help with social media administration and help guests to your web site.
• Lead scoring instruments primarily based on buyer information for focused outreach.
• Automated customized electronic mail campaigns to achieve your viewers at scale.
• Knowledge assortment and evaluation offered in clear dashboards so you may perceive your clients and tweak your technique accordingly.

Pricing: Free, Starter – $15 per seat/month, Skilled – $890/month for 3 seats, and Enterprise – $3,600/month for five seats.

2. Buffer

If you wish to zero in on social media advertising, one other reasonably priced automation device for social media I like is Buffer.

Every little thing you want for a profitable social media marketing campaign is included on this single software program device with a simple interface. I can merely toggle the tabs on the prime to Create, Publish, Analyze, and Interact for every bit of content material. Buffer connects with all main social platforms, so you may design and format your content material in accordance with the necessities of every, plus schedule issues to publish at the very best instances.

I additionally like that I can see how my content material is doing throughout all social platforms in a single easy-to-use dashboard. Lastly, Buffer retains observe of all of your posts and viewers feedback so you may reply with out something slipping by way of the cracks. It makes the overwhelming job of staying on prime of all social engagement manageable.

Core Options

• Create your campaigns with their design instruments.
• Publish and observe your social posts from a single platform.
• AI assistants make it easier to at each step of the method.
• Content material collaboration for a number of teammates to work collectively seamlessly.
• Social channels: Bluesky, Google Enterprise Profile, LinkedIn, Pinterest, TikTok, YouTube, Fb, Instagram, Threads, Mastodon, and X.

Pricing: Free – one person account and three channels; Necessities – $5/month for one person and one channel, however extra options; Crew – $10/month for limitless customers and one channel with all their options.

3. Hootsuite

One other all-in-one social media administration platform, Hootsuite helps you create, handle, and sharpen your social media technique.

I feel its social listening function is de facto useful for locating and evaluating traits, hashtags, subjects, and occasions throughout social platforms. Staying on prime of these items will make it easier to monitor model sentiment, observe efficiency, and predict traits. One other benefit of their social listening device is that you will discover UGC and influencers who will work properly together with your model and providing.

Not solely does Hootsuite make it easier to with natural social media, however you too can handle paid adverts by way of your Hootsuite account. Your natural and paid methods can work collectively seamlessly by watching what performs properly and what doesn’t, and monitoring your adverts throughout all platforms.

Core Options

• Publish and schedule all of your social posts from one platform.
• Observe and report on publish, marketing campaign, and advert efficiency.
• Inbox to gather all feedback and DMs throughout your social property so you may reply in a well timed method and by no means lose observe.
• OwlyWriter AI helps write copy on your social posts, whether or not it’s captions, hashtags, or long-form posts. It additionally generates concepts so that you by no means get caught.

Pricing: Customary – $99 per person/month; Superior – $249 per person/month; Enterprise – customized pricing.

4. Canva

On the lookout for a device to help with design? Canva stays a go-to inventive powerhouse that each marketer ought to have of their again pocket.

You possibly can design something with Canva. It options hundreds of templates and a drag-and-drop editor that permits you to shortly personalize something on your model. I take advantage of it on a regular basis, and I like the flexibility it affords as a result of I can create social posts with the fitting format for every platform, design internet pages, and create shows to share with my clients.

I particularly admire that I can shortly create social posts that look skilled and match my branding with Canva. I can create a constant aesthetic throughout all social channels utilizing the identical primary template from Canva.

Core Options

• The photograph editor permits you to do primary photograph modifying all inside Canva.
• The brand new AI assistant, whereas nonetheless in improvement, is a enjoyable device since you simply need to enter a immediate together with your concept and Canva will shortly generate a number of designs. You possibly can then additional immediate it to switch one you want however aren’t fairly glad with.
• There are over 400,000 professionally designed templates in Canva’s template library. In the event you don’t need to begin with a clean web page, one in every of these templates is certain to provide the basis to begin designing.
• The drag-and-drop editor enables you to visually design your inventive property with none coding.

Pricing: Canva Free; Canva Professional – $120/12 months for one particular person; Canva Groups – $100 per particular person/12 months; Canva Enterprise – customized pricing.

Keep in mind: It’s not your first (or final) unprecedented time.

“Don’t amputate the arm that feeds your future,” warns MacMillan.

In different phrases, reducing advertising completely throughout powerful instances may supply short-term aid, however it might value you long-term development. Turbulent instances take a look at resilience, however additionally they reward manufacturers that proceed to point out up with readability, creativity, and consistency.

We’ve discovered from previous recessions that those that make investments thoughtfully of their advertising not solely survive however typically come out stronger.

Editor’s notice: This text was initially printed in March 2023 and has been up to date for comprehensiveness.