In times of uncertainty, people hesitate before they buy. Brands that communicate with care are the ones that keep their customers close.
When Consumer Spending Slows, Brands Feel the Squeeze
Economic downturns and recessions pose a serious challenge for marketers and business owners. As consumer buying slows, demand dips, and every purchase decision is weighed more carefully. In early 2025, more than 75% of Americans reported cutting back on spending, with over half carrying uncomfortable levels of debt (Investopedia). Shoppers hunt for bargains, delay major purchases, and cut out non-essentials.
For e-commerce and retail brands, this shift translates into more abandoned carts, longer sales cycles, and sharper price sensitivity, often while marketing budgets are shrinking at the very same time. The result is a high-pressure environment where success hinges not only on what you sell, but on how you communicate.
In uncertain times, messaging can make the difference between trust that lasts and loyalty that disappears. Get it right, and you hold onto customers. Get it wrong, and they may be gone for good.
What Messaging and Tone Mean for Brands
Marketers often talk about “messaging” and “tone,” but it’s worth pausing to define them in practical terms, because these are the levers that shape how customers experience your brand.
- Messaging is the what: the ideas, promises, and value propositions you share across channels. It’s what your ad copy emphasizes, what your emails highlight, and what your website communicates about who you are and why customers should care. Messaging is the substance.
- Tone is the how: the voice and attitude behind those messages. It’s whether you sound supportive or dismissive, confident or desperate, authentic or opportunistic. Tone is what gives your words emotional weight and makes them land with customers.
The High Stakes of Tone-Deaf Messaging
During a recession, it is critical to adjust your content. If you get the tone or messaging wrong, you risk coming off as indifferent or opportunistic at the worst possible moment. Tone-deaf marketing can spark negative publicity, social media outrage, and even boycotts, ultimately hurting your bottom line. In uncertain times, consumers are extra vigilant about where they spend; 81% say they need to trust a brand before buying, and nearly one-third have stopped buying from a brand after a negative experience or misstep (Expanding Topics).
In other words, a poorly timed slogan or a tactless ad can swiftly erode hard-won loyalty. Recent history has stark examples: During the early COVID-19 crisis, brands that failed to read the room had to pull campaigns “suddenly deemed out of step with the public mood,” like a certain beer ad that trivialized lockdown life.
Meanwhile, companies that acknowledged consumers’ struggles and showed support received positive feedback. Messaging and tone missteps depress immediate sales, and can trigger lasting churn as customers seek alternatives. In a climate where trust is survival, the cost of losing it is steep.
Strategic Messaging Shifts
Avoiding missteps is only half the battle. The most opportunity lies in shifting your messaging to meet customers where they are by showing empathy, highlighting value, and strengthening loyalty. Here are three strategic pivots any brand can make to keep trust strong when spending slows (with examples from ads, emails, and content that got it right).
1. Lead with Empathy and Authenticity
Skip the hard sell and show customers you understand their reality. During COVID-19, Nike’s “Play Inside, Play for the World” campaign encouraged people to stay home, striking the right tone of empathy and inspiration. For your brand, this could be as simple as a heartfelt note from the founder or CEO. Nearly half of consumers say they want reassuring messages from trusted brands in tough times. Empathy humanizes your brand and builds a lasting connection.
2. Reframe Value and Reduce Risk
In a downturn, customers look for smart, safe choices. Highlight value and reduce risk with policies that build confidence. Hyundai’s 2009 “Assurance” program, which let buyers return a car if they lost their job, boosted consideration and market share. In e-commerce, this might mean extended returns, money-back guarantees, or pause-anytime subscriptions. Make sure these reassurances are front and center in your messaging.
3. Double Down on Loyalty and Community
Your current customers are your greatest asset. Strengthen loyalty by showing appreciation and fostering community. Skincare brand The Ordinary did this during inflation with a quirky campaign selling branded eggs at low cost, reinforcing their value-first identity and earning goodwill. You can achieve the same with loyalty rewards, VIP email content, or social campaigns that spotlight customer stories. Small acts of care build emotional loyalty that lasts.
The Payoff of On-Point Messaging
When your messaging leads with empathy, reframes value, and deepens loyalty, it builds long-term resilience. Consumers are more than twice as likely to buy from, stay loyal to, and recommend brands they deeply trust. That trust isn’t built with clever slogans; it’s earned through consistency, care, and relevance, especially during hard times.
Customers remember how your brand shows up when budgets are tight. Messaging that acknowledges their concerns and supports them through uncertainty helps create emotional loyalty. These customers become advocates. They talk about your brand, refer others, and return when the economy rebounds. That memory of support becomes a competitive advantage: while competitors try to rebuild from churn, you’re already moving forward with a stronger base.
This kind of connection also energizes internal teams. When your messaging reflects a clear purpose and aligns with customer values, employees feel it too. The result is improved morale, better service, and a more consistent brand experience across every channel.
We’ve seen this pattern play out across industries. Brands that emerge with genuine, people-centered messaging during challenging times tend to rebound more quickly, retain a higher number of customers, and maintain stronger brand equity into the future.
How Big Storm Can Support Your Brand’s Messaging
Shifts like these are easier with perspective. Big Storm works alongside brands to provide strategic support in times of uncertainty.
- Tone Audit: Review your current ads, emails, and web copy to identify tone issues or insensitivity. We suggest edits that improve clarity, empathy, and brand alignment.
- Loyalty Campaign Development: Design loyalty and retention campaigns that thank and engage customers.
- Copy Testing & Optimization: Use A/B testing to find the highest-converting, most trust-building language across platforms. Small shifts in tone can yield major gains in performance.
- Persona Refresh & Empathy Mapping: Rebuild or update your personas based on current consumer behaviors, fears, and motivations. Use these insights to recalibrate messaging.
- Email Flow Revamps: Audit and improve welcome series, cart recovery, and post-purchase flows with empathy-first content and smart sequencing.
We focus on tone, trust, and customer psychology at every step. Our goal is to help your campaigns strike the right balance between driving results and building customer goodwill.
Moving Forward, Your Next Step to Resilient Messaging
Evaluate your current messaging against these principles. Identify opportunities to revise tone, increase clarity, and build trust. Implement one or two quick wins this week: rewrite a headline, revise an email intro, or update a site banner with a reassurance message. For support or a second opinion, contact Big Storm today for audits, feedback, and collaboration.