By Ben Dodson

Why resilient brands focus on relevance, not retreat, when the market gets tough

Unquestionably, we live in uncertain times. The conflicts in Gaza and Ukraine, global political instability, fluctuating stock markets, and shifting social behaviours are stifling business growth. Many management teams are understandably hesitant to make significant investment decisions until the global economic landscape stabilises.

In response, businesses are not only tightening their budgets but actively seeking ways to cut costs and protect profit margins. On the surface, these appear to be prudent and responsible decisions.

Resilience Over Retreat

But history tells a different story. Companies that maintain, or perhaps adjust and refocus, their marketing efforts during downturns often emerge stronger. Not because they’re spending recklessly, but because they’re staying relevant. It’s not about marketing for marketing’s sake. It’s about using insight, visibility, and trust to stay connected in a shifting world, and being ready to move when the market moves.

A Different Kind of Response

And yet others recognise this as a golden opportunity.

Interestingly, at Incus, we are seeing a growing number of businesses take a more proactive approach – using this period to increase visibility rather than fade into the background. Instead of scaling back, they are ramping up promotional activity, setting the stage for stronger positioning when market confidence returns. And the strategy is paying off.

Crucially this goes beyond promotion, instead focusing on strengthening customer relationships. They’re taking the time to listen to their customers, get a deep understanding of their challenges and needs, feeding these insights into R&D to develop smarter, more valuable solutions. This proactive approach not only builds stronger partnerships but also sets the foundation for long-term success rather than quick wins.

Seizing the Moment

Knowing your customer deeply has always been good business, but in turbulent times, it’s a competitive advantage. Brands that stay active now build equity that pays off later: awareness, credibility, and trust that competitors may struggle to regain. Because in times of crisis, opportunity doesn’t disappear – it shifts. The question is, who will be ready to seize it?