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In times of economic turmoil, brands have the opportunity to step up and show customers they understand their struggles. Rather than retreating, brands that proactively develop recession response strategies can strengthen trust and build loyalty. Rooted in empathy, these brands prove they’re not just selling products but standing beside their customers when it matters most.
In early 2025, Wells Fargo found that over 75% of Americans are cutting back spending, with more than half saying they have more debt than they are comfortable with.
This means consumer behavior is shifting. People will be hunting for bargains, comparing the best deals and discounts, cutting back on luxuries, and staying home more than going out.
As your brand navigates turbulent times, understanding how the behavior of your particular audience and customer base is changing is more crucial than ever. By understanding your customers’ shifting priorities and responding with authenticity, your brand can meet their immediate needs and build long-term trust and loyalty.
Related Reading: Recession Indicators: 5 Real Ways Marketers Can Respond to a Rocky Economy
Read on to discover four stand-out 2025 recession-responding marketing campaigns and why they worked.
#1 The Ordinary: Selling Eggs
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Campaign Overview
As the price of US eggs soared to record-highs this year and consumers clutched their purse strings, The Ordinary – a skincare brand known for its no-frills products – seized the moment to support its customers by selling branded cartons of a dozen eggs at a fraction of the price of supermarkets.
Why It’s Best-In-Class
The Ordinary’s innovative egg campaign quickly captured attention across Instagram and TikTok. While some questioned why a skincare brand would venture into groceries, many recognized the clever alignment with its core values of affordability, transparency, and simplicity. The campaign’s simple execution and unexpected product choice created a buzz that felt entirely on-brand — minimalist, cost-effective, and relevant.
By offering a dozen eggs for just $3.37— well below New York City supermarket prices —The Ordinary addressed a real-world cost-of-living issue with empathy and wit. This move didn’t just reinforce the brand’s promise of honest pricing; it demonstrated how a company can stay connected to its consumers without straying from its identity. In doing so, The Ordinary delivered a best-in-class example of recession-proof marketing: timely, values-driven, and sharply attuned to the needs of its audience.
studioID Tip
Think laterally about how your brand can provide unexpected value. Sometimes, the most memorable campaigns come from stepping outside your traditional products and services to creatively address a real consumer pain point.
Related Reading: 6 Unexpected Brand Partnerships Making Waves in 2024
#2 Ford: From America, For America
Campaign Overview
In response to Trump’s new 25% tariff on imported cars and auto parts, Ford showed support for its customers by offering its employee discount to all consumers.
Why It’s Best-In-Class
Trump’s tumultuous tariff announcements have left automakers scrambling, prompting a range of response measures, from price changes to production shifts and pauses on imports. Yet they also triggered a surge in consumer demand, as buyers rushed to purchase ahead of potential price hikes.
Seizing the moment, Ford launched its ’From America, for America’ initiative, a bold move that opened up its employee discount program to all customers. By letting everyone buy vehicles at the same price as its workforce, Ford not only reinforced its American-made values but also delivered a timely boost to sales amid market uncertainty.
Related Reading: 4 Standout Purpose-Driven Marketing Campaigns
studioID Tip
During times of turmoil, look for opportunities to turn market downturns into customer benefits. Creating inclusive programs that extend privileged pricing or access to all customers can build goodwill while driving immediate sales impact.
#3 Square: Counter Trends
Campaign Overview
Square’s ‘The Bottom Line’, the brand’s content hub, features content designed to support small businesses in navigating changing market dynamics. In its recent ‘Counter Trends’ series, Square aims to specifically address challenges that often arise during economic downturns.
Why It’s Best-In-Class
During economic uncertainty, consumers often batten down the hatches, cutting spending on luxuries and opting to stay in rather than dine out. Recognizing the potential impact on small restaurant owners, Square used its content platform to publish valuable resources offering practical insights from one small business owner to another.
In a recent article, Square shares tips and insights from the owner of MAMA Oakland, a small Italian restaurant in Northern California. Ryan Cole, CEO and Partner of Hi Neighbor Hospitality Group, which runs MAMA Oakland, discusses how they have maintained popularity during tough times, through measures such as ‘recession-proof’ pricing.
Square demonstrated its knowledge and expertise by including findings from its 2025 Future of Restaurants report, which revealed that over half of diners have reduced their restaurant spending. By spotlighting these findings, Square strengthened the value of the article by linking to the full report that shares deeper insights and tips on how restaurant leaders can sustain growth amid economic headwinds.
Related Reading: Perpetual Idea Machine: Square’s Audience-Centric Approach to Predicting Trends on a Global Scale
studioID Tip
Leverage your owned media channels to deliver high-value, data-backed content directly addressing your customers’ pain points. Combine industry research with real-world case studies to create compelling content that positions your brand as both knowledgeable and practical during challenging times.
#4 Clorox: Clean Feels Good
Campaign Overview
Clorox launched a new campaign to highlight the emotional rewards of cleaning by demonstrating its positive impact on well-being. Following research that cleaning can make people feel great, Clorox gave customers another reason to invest in their products.
Why It’s Best-In-Class
When consumers are cutting back on spending, Clorox focused its marketing on reinforcing trust and strengthening its emotional connection with its audience. By highlighting the positive, and surprising, emotional benefits of cleaning, the campaign tapped into an everyday ‘chore’ that can provide comfort in tough times.
The platform was launched following research Clorox undertook with neurotechnology firm Emotiv, which measured brain activity during various cleaning activities. The findings uncovered that 37% of participants felt better cleaning the toilet than when petting puppies. They also enjoyed wiping coffee rings off the kitchen counter as much as getting their nails done or having their favorite coffee or chai latte.
The campaign played out across the company’s social channels, including YouTube, Instagram, and TikTok, as well as on TV spots that showed real responses from real people.
Related Reading: 3 Emotional Marketing Campaigns Winning Hearts in 2025
studioID Tip
Think further than the obvious benefits consumers get from your offerings. Go a step further and look into consumers’ emotional benefits and well-being. Back your marketing messages with concrete data to create campaigns that resonate on both practical and emotional levels.
Create marketing that deeply resonates with the issues keeping today’s industry decision-makers up at night. Access 2025 Audience Snapshots.
