With the cloud of economic uncertainty looming overhead in recent months, many CPG brands are treading with caution. At this year’s Winter Fancy Food Show in Las Vegas and Expo West, business climate concerns consistently permeated conversations we had with brand teams, with hesitation clearly creeping its way into their mindset. It’s a familiar tune – one we observed, tracked, and from which we identified an evolved consumer “consumption context” for purchase decisions during the 2008 Great Recession as well as the COVID pandemic.
What did we learn from those economic experiences? That downturns don’t stop consumer spending – they merely cause it to shift. And brands that recognize and convert that into opportunity early on are the ones that come out stronger.
The same holds true for today’s economic landscape, as consumers are still spending but just spending differently. In the context of consumption now, they seek authenticity, value, and experiences that inspire and solve real-life problems. The good news is that your brand was built to deliver all of this — and with the right strategic approach, you can unleash deeper shopper connections, increase engagement, and convert hesitation into momentum.
We believe in the combination of shared experiences and fresh perspectives – and always start with the consumer. This has allowed us to not only help brands weather economic storms but to grow through them. The playbook? Reject the instinct to retreat — and instead, take stock, activate the firepower of brand assets and lean into bold, shopper-relevant strategies that meet consumers where they are. So, buckle up and read on to discover how you can power up your brand to survive and thrive when the going gets tough.
Agility: Your Asset of Opportunity
Insurgent CPG brands possess several distinct advantages over goliath corporations, most notably their agility to respond in uncertain market conditions when consumer preferences and behavior can shift rapidly. The 2008 recession proved that nimble brands such as Method, Seventh Generation, and Kind Snacks could seize market share while larger competitors floundered. Why? Their ability to swiftly pivot to meet transitioning consumer needs. Your brand can do the same by:
- Reformulating products to align with evolving consumer priorities and demands for elevated relevance
- Adjusting packaging sizes to fit new price points without extensive approval delays
- Implementing marketing changes in a matter of days rather than lengthy planning cycles for readily making connections that build shopper familiarity and trust
Although insurgent brands are typically associated with marketing agility, a few larger brands have also successfully executed with alacrity. For example, during the pandemic, Real California Milk created a new perspective on product relevance that led to more active integration of dairy into the breakfast daypart, as well as expanded use. See how they did it.
Winning The “Value-Conscious” Consumer
What we learned from the 2008 recession and COVID-19 pandemic is that during periods of disruption, consumers redefine value through a more strategic, emotional and intentional lens. Specifically, they gravitate toward brands that deliver on three key dimensions:
- Meaningful differentiation – Products that don’t just compete but offer real solutions in ways other brands fail to deliver
- Emotional connection – Brands that tap into what consumers care about, providing aspiration and making them feel part of something
- Transparent value – Clear communication about why your product is worth every penny of its price
Take Leidy’s Meats, for example. Amid the uncertainty of the pandemic, they chose not to pull back—but to level up. They used that moment to rethink, refresh, and relaunch their brand for added consumer value. See how they did it.
These strategies aren’t just reactive — they represent foundational best practices for building strong, lasting brands in good times and bad. Moreover, they signify that with economic uncertainty comes the opportunity to refocus and reignite brand relevance by redefining its value – not just for the moment but for the longer-term.
Your Recession-Busting Playbook
Regardless of the economic climate, brands that stay focused on and understand the consumer win. We experienced this during the 2008 Great Recession, when we helped brands lean into what we call the Consumption Context – the environment in which shoppers consider, compare and commit to a brand.
Not only did brands embracing the strategy of Consumption Context form deeper shopper connections, but they actually grew in the midst of consumer belt tightening.
Drawing from those lessons, here are four actionable strategies leveraging Consumption Context that can readily be adopted to position your brand for success, even when darker economic clouds appear:
- Embrace “Small Indulgence” Positioning: During the Great Recession, products that offered “affordable indulgence” thrived because consumers who cut back on major purchases still treated themselves to small upgrades in everyday items.
Opportunity: Position your products as accessible luxuries that deliver outsized emotional rewards for modest investments by focusing on the experience and emotional benefit of your brand rather than just product features.
- Develop “Right-Sized” Offerings: Post-2008, successful brands introduced smaller pack sizes at lower price points, allowing budget-conscious consumers to remain loyal to your brand and to attract new users.
Opportunity: Create entry-level size options and value multipacks for top-selling SKUs that help maintain your premium positioning while meeting new budget constraints. - Double Down on Your Authentic Brand Story: Both the 2008 recession and pandemic intensified consumers’ desire for authenticity and meaning in their purchases – enabling brands with genuine founding stories to connect more deeply with consumers than corporate giants.
Opportunity: Communicate your founder’s vision, your company’s values, and your inspiration for being. These emotional connections become increasingly important when consumers must justify every purchase.
Learn how Partake Brewing took on the non-alcoholic beer category by leaning into its authenticity and ‘partaking’ in life. - Focus on Essential Problem-Solving: Products that solved shopper problems thrived post-2008 | pandemic. That’s because when budgets tighten, consumers become more discriminatory about which products truly deliver on their promises.
Opportunity: Sharpen your messaging around specific problems your product solves. For example, if you are an ingredient brand, help inspire consumers to make things that bring them and their family joy.
You can lead the way by leveraging Consumption Context to engage shoppers’ attention and help them understand how your brand fits with their needs in real-time. Not only will this drive more sales but will make your brand feel more like a fun, trusted friend than another item on the store shelf – creating happy consumers and building brand loyalty.
Success Stories Worth Noting
Each of the strategies we shared above has a common thread: staying focused on winning consumers with purpose, experiential elevation and differentiation. And to help further illuminate this point, we have assembled a few success stories where we helped brands weather the storm. Each involves nimble brands who not only understood but acted upon consumption context best, meeting consumers where they are with solutions that deliver on their terms in real-time.
2008 Recession Busters:
Creating Culinary Delights at Home: Finding the right consumer context to be relevant, experiential and uniquely valuable during challenging times proved the winning formula for both Sutter Home wines and the American Egg Board
Pandemic | Post Pandemic Solutions:
Happy Hour @ home: When the pandemic shut down the world, we got creative and delivered experiential alternatives that sparked connection, fueled inspiration and unlocked new ways for people to indulge and enjoy more than ever 
Mornings Mean More: Even post-pandemic, this insightful marketing move helped breakfast become a real meal again and worthy of savoring at home
Your Next Steps
Successful brands win by playing offense. They move with intention, executing one strategic move while already planning the next. And this mindset holds true whether the market is booming or preparing for a storm. So, as you prepare to seize your next growth moment, keep these critical, high-impact actions at the forefront for your next move:
- Evaluate your brand through a dual lens of value and values: Today’s consumers expect both performance and principles
- Identify your most loyal shoppers—and understand what truly matters to them: Uncover the unique benefits your brand delivers that solve real, everyday challenges
- Sharpen your brand story: Infuse it with clarity, authenticity, and purpose so it resonates deeply
- Surprise and delight: From product to promotions, every touchpoint should work to go beyond consumer expectations
- Build partnerships that amplify your brand: Choose allies who extend your reach and deepen customer relationships
Strategic momentum comes from bold, continuous action. Stay ahead by thinking two moves forward — and executing like you’re already there.
Whether the economic skies are stormy or clear, one thing is for certain: market shifts don’t diminish opportunities — they open doors to new ones. That’s where the advantages of your agility and entrepreneurial spirit come in and shine. With the right agency partner you can respond quicker, act smarter and grow stronger. Opportunity doesn’t wait for perfect conditions and neither should you. Now is not the time to play it safe – but the time for seizing the moments others miss, the time to turn change into momentum and the time to lead.
Let’s connect soon to explore and embrace your brand’s recession-busting potential.
