Would you slash your lifeline during a storm? That’s essentially what businesses do when they cut marketing during times of economic uncertainty. While pulling back on spending might seem like a safe move, history and data tell a different story: companies that maintain or even increase marketing efforts during downturns come out stronger, while those that cut often struggle to recover.
For building product manufacturers, home decor brands, architecture and design firms, and real estate developers, marketing isn’t a luxury—it’s an investment. The decisions you make now will shape your brand’s future. Let’s explore why reducing marketing in tough economic times can backfire and what you should do instead to not just survive but thrive.
When competitors pull back and you stay visible, you win market share. Studies show that brands maintaining marketing during downturns see higher sales and profits when the economy recovers. One analysis of past recessions found that companies that continued advertising saw a 256% increase in sales compared to those that cut back. ¹ Additionally, a study by Harvard Business Review found that companies that increased ad spending during a recession saw up to 17% higher growth post-recession.²
Beyond sales growth, losing market share in a recession can mean a longer, costlier recovery when economic conditions improve. Customers tend to stick with brands they are familiar with, and if you disappear during a downturn, your competitors will fill the void, making it significantly harder for you to regain lost ground. Brands that maintain a strong presence recover faster and outperform competitors when the economy rebounds.³
Brand awareness isn’t just about visibility—it’s about trust. If your audience stops hearing from you, they may assume your company is struggling or that you’re not a leader in the industry. Consistent marketing reassures clients that you’re stable, credible, and still innovating.
More importantly, a lack of visibility affects perceived reliability. In industries like architecture, design, and real estate—where long-term trust is crucial—disappearing from public view can damage relationships and erode client confidence. A steady presence ensures that when projects restart, your brand is the first one considered.
During economic downturns, ad competition decreases, making it cheaper to run campaigns. Whether it’s digital ads, PR placements, or influencer collaborations, you get more bang for your buck. Studies show that cost-per-click (CPC) rates on digital advertising can drop by 20-30% during recessions, allowing brands to reach their audience at a lower cost while maintaining brand presence.⁴
Similarly, media outlets often reduce advertising rates and are more open to earned media opportunities. This means you can get more coverage for the same investment, improving your return on ad spend and ensuring your brand stays visible without significantly increasing your budget.
Even in a recession, architects, designers, and developers still need products and solutions—they’re just more selective. While budgets may tighten, decision-makers still prioritize essential purchases and trusted brands. If your competitors go silent and you keep engaging with your audience, your brand will be top-of-mind when it’s time to make a purchase. In fact, 60% of consumers say they will continue to buy from brands they trust, even during economic downturns.⁵
Additionally, purchasing decisions may shift toward products that offer long-term value, durability, and efficiency. Positioning your brand as an investment rather than an expense—through strong messaging and consistent marketing—can make the difference in retaining customers during leaner times.
Instead of eliminating spend, shift it to the most effective platforms. For B2B brands in architecture and design, that means:
Additionally, purchasing decisions may shift toward products that offer long-term value, durability, and efficiency. Positioning your brand as an investment rather than an expense—through strong messaging and consistent marketing—can make the difference in retaining customers during leaner times.
Instead of eliminating spend, shift it to the most effective platforms. For B2B brands in architecture and design, that means:
Your audience is looking for guidance during uncertain times. Position your brand as an industry leader by:
According to Edelman’s research, 81% of business decision-makers say thought leadership increases their trust in a brand.¹⁰ Now is the time to be a trusted source of expertise.
The economy will recover. When it does, the brands that stayed visible, engaged, and strategic will be the ones leading the charge. Cutting marketing might save dollars today, but it can cost your business years of lost growth.
At UpSpring, we specialize in helping product manufacturers, home decor brands, architecture and design firms, and real estate developers navigate uncertain times with strategic marketing and PR solutions. Our team understands the unique challenges of your industry and develops customized strategies that maximize visibility, drive engagement, and position your brand for long-term success.
¹ McGraw-Hill Research, 1986.
² Harvard Business Review, "Roaring Out of Recession," 2010.
³ Nielsen, "The Long-Term Effects of Advertising," 2021.
⁴ Edelman Trust Barometer, 2023.⁵ HubSpot, "State of Inbound Marketing," 2022.
⁶ DMA, "Email Marketing Benchmarks," 2022.
⁷ Cision, "Global State of PR," 2021.
⁸ Sprout Social, "Social Media Trends Report," 2023.
⁹ Edelman, "B2B Thought Leadership Impact Study," 2022.
¹⁰ Bain & Company, "The Value of Keeping the Right Customers," 2021.
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