Recessions inevitably lead to changes in consumer spending and demand for products and services. This means that plans need to be re-evaluated so businesses can stay competitive and build a solid platform for the future after the recession.

With reduced demand, it becomes vital to rapidly think through new alternative approaches to prioritize marketing activities with the biggest potential. That’s where this guide comes in.

This guide is structured as a checklist of ideas to consider when updating your marketing communications so they are fit for surviving a recession. It includes both campaign and always-on activities. It doesn't consider the bigger marketing issues of changing product offering and pricing since these are more sector-specific.