by Elaine Tibbatts
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1 December 2025
Economic uncertainty has a way of shaking confidence, especially when business leaders are looking closely at costs and cashflow. Last week’s Autumn Statement only added to the pressure many organisations are already feeling, and for some, the instinctive reaction is to scale back marketing activity. But while cutting marketing may feel like a quick win on the balance sheet, it’s often one of the costliest decisions you can make in the long term. Visibility is the first thing to disappear when you cut back Marketing isn’t just about promotion it’s about presence. When businesses retreat, their visibility shrinks, giving competitors the opportunity to strengthen their position. Staying active during challenging periods ensures you remain front of mind with customers who are still buying, still researching and still making decisions even if those decisions take longer. Your pipeline depends on consistency A strong pipeline is built through ongoing effort, not sporadic bursts of activity. When you scale back marketing, you’re not just reducing this month’s leads you’re weakening your pipeline for months down the line. Tough times do pass, but if your pipeline has stalled, recovery will be slower and more expensive. Your audience needs reassurance, not silence In times of uncertainty, customers look for stability. Consistent communication shows confidence, reliability and strength. Even simple, value-driven content helps maintain trust and keeps your business connected to its audience at a time when reassurance matters most. The brands that stay visible bounce back faster History has repeatedly shown that businesses that maintain their marketing efforts during downturns recover more quickly and often outperform competitors once the market improves. Marketing during tough times isn’t about spending more; it’s about spending smarter, being strategic and focusing on what truly drives value. Resilience isn’t about resisting change — it’s about adapting to it Now is the perfect moment to refine your message, optimise your channels and double down on the activity that works. Resilient marketing helps you stay agile, maintain momentum and emerge stronger on the other side. If you want your business to grow, even in a challenging climate, resilience in marketing isn’t optional it’s essential.