2025 has ushered in a fresh wave of economic unpredictability. From inflationary pressures and shifting trade policies to cautious consumer behavior, it’s clear marketers are navigating a tighter, more scrutinized environment.
Yet this isn’t the time to pause or go quiet. History and data show that brands that remain visible, strategic, and creative during downturns tend to emerge stronger. With focused execution and the right insights, digital advertising can still drive meaningful growth, even in an uncertain market.
Ad Spend Is Rising, and it’s Smarter
Marketing budgets are still expanding, but they’re being redirected to high-performing, measurable channels.
According to GroupM’s Global Mid-Year Forecast, global ad spending is expected to grow by 5.3%, with digital formats comprising over 70% of total spending and retail media expected to grow by 16.1%.
WPP also revised its 2025 forecast, noting steady demand for digital formats despite broader concerns about global trade.
The takeaway: while total spend may not skyrocket, brands are doubling down on ROI-focused strategies.
Consumers Are Cautious, but Spending with Purpose
Despite economic headwinds, consumer confidence has been trending upward. The Conference Board reported that U.S. consumer confidence rebounded to 98.0 in May 2025, up from 85.7 in April, largely due to improving job outlooks.
Meanwhile, McKinsey’s June 2025 State of the US Consumer report found that 46% of consumers say they feel optimistic about the future of the economy. Although half of consumers plan to delay some discretionary purchases, many are shifting spending to areas like health, wellness, travel, and digital services.
Smart marketers are adjusting their tone and timing, not pulling back entirely. They are leaning into flexibility, emphasizing value, and delivering meaningful experiences that match evolving consumer priorities.
Make Measurement Your Superpower
In uncertain times, clarity is a competitive advantage. Most platforms still default to last-click attribution, which undervalues mid-funnel tactics like video, CTV, and influencer content.
Choozle’s Outcomes+ approach uses multi-touch attribution and predictive modeling to show how every dollar contributes to real outcomes across the full funnel.
Speak to the Moment, Not the Past
Your audience is adapting—and your messaging should too.
Focus your creative strategy on:
- Value and affordability (smart bundles, payment options)
- Empathy and impact (mission-driven stories, sustainability)
- Simplifying life (how your product helps reduce stress or save time)
If your business is navigating rising costs due to new tariffs, your messaging and budgeting may need a shift. For strategic recommendations, read our recent blog: Tariffs Are Back. Don’t Let Them Shrink Your Brand.
Creativity Is a Revenue Driver
Creative excellence is still one of the best predictors of campaign success. WARC’s 2025 Creative Effectiveness Ladder found that standout ads generate up to four times the profit of average creative.
Want to ensure your ads are built to perform? Download Choozle’s latest Creative Ads Specifications Guide.
Don't Delay New Offers - Launch Smart
New research from Northeastern University confirms that launching a new product during a recession can pay off. The study found that product introductions at the tail end of a downturn often lead to higher sales, longer market presence, and greater market share. This is especially true when competition is limited and consumers are eager for fresh, relevant offerings.
The same study highlights that timing matters. Launching when negative sentiment begins to lift can help brands take advantage of reduced clutter and rising consumer optimism. The result is often a stronger, faster recovery.
The Best Time to Strengthen Brand Trust Is When Others Pause
Turbulence naturally triggers hesitation. But for consumers, that’s when trust matters most.
When other brands pull back, your continued presence across channels and in contextually relevant ways signals resilience, stability, and reliability. According to the 2025 Edelman Trust Barometer, 71% of consumers say trust is more important now than ever when choosing brands during uncertain times.
What builds trust?
- Showing up consistently in trusted environments like CTV, premium digital publishers, and retail media
- Providing transparency around pricing, values, and business practices
- Creating helpful, empathetic content even if it doesn’t lead to an immediate sale
This is where brand meets performance. Maintaining a thoughtful advertising presence isn’t just about visibility. It’s about building credibility, which drives long-term revenue and loyalty.
Looking for a proven checklist to guide your next brand-building sprint?
Download: The Ultimate Campaign Refresh Checklist
Final Takeaway: Adapt with Intention
Economic uncertainty requires a more thoughtful and flexible approach, not silence. Advertisers who focus on data, performance, creative storytelling, and consumer relevance will come out ahead.
Choozle helps you execute on all fronts with an omnichannel platform, real-time analytics, and campaign guidance built for today’s challenges.
Why go it alone? Set time with one of our experts to ensure your digital advertising thrives during these challenging times.
