How to Use Uncertainty as a Growth Opportunity

I’ve earned just enough gray in my beard to feel (almost) justified offering advice in my area of expertise. Over the past 17 years of owning and managing Propaganda Creative with my business partner Kyle, we’ve weathered more than a few storms.

At times, it has felt like we were watching a reality series called “America”—complete with season finale cliffhangers, surprise plot twists, and unlikely protagonists. It’s been a buffet of chaos, and yes, we’ve taken more than a bite or two over the years. But we’ve endured. We’ve grown. And so have our clients.

How? With a strategy that often feels counterintuitive: We did more.

Instead of Cutting, We Added

When the economy tightens, the instinct for many is to reduce marketing budgets. It seems like an easy place to trim fat—pause campaigns, scale back ad spend, and ride out the storm.

It looks good on paper. It’s easy to justify to the board. It feels like you’re taking control.

But history—and experience—suggest otherwise. Now is not the time to go silent. In fact, leaning into marketing when others retreat may be your biggest strategic advantage.

I’ve seen both sides of the coin firsthand. We’ve worked with clients who cut back when things got hard—and we’ve worked with those who doubled down. You can probably guess which ones are still growing and which ones we still work with today.

Don’t just take it from me. If my few gray hairs and modest-sized agency aren’t compelling enough, let’s look at some of the heavy hitters.

Brands That Doubled Down During Downturns

Apple – Dot-Com Bust (2000–2002) In the chaos of Silicon Valley, Apple took the road less traveled and increased its investment in both marketing and R&D.

The result? In 2001, Apple opened its first Apple Store and released the first iPod later that year—moves that would forever change the tech landscape.

Starbucks – 2008 Recession Despite closing hundreds of stores, Starbucks chose to reinvest: retraining baristas, improving customer experience, and launching loyalty programs.

The result? Starbucks strengthened brand loyalty and created a rewards ecosystem that, on average, holds over $1.6 billion in unspent customer funds through gift cards and its app.

Disney – 2008 Recession In the midst of the financial crisis, Disney made two strategic moves that seem obvious in hindsight: it acquired Marvel Entertainment and began laying the groundwork for a major digital transformation.

The result? The Marvel acquisition became one of the most profitable entertainment deals in history, spawning the Marvel Cinematic Universe (MCU). The early planning for what became Disney+ began during this downturn—launching in 2019 to enormous success.

To quote the late and great Stan Lee “Nuff Said”

These aren’t anomalies. The list of companies that saw opportunity in crisis reads like a who’s who of the world’s most valuable brands:

• Nike – Early ’80s recession
• Microsoft – Dot-Com Bust & Great Recession
• Amazon – Dot-Com Bust & 2008 Crisis
• Netflix – Great Recession
• Shopify – COVID-19 Surge
• Domino’s Pizza – 2009 Reinvention

They didn’t just survive downturns. They pivoted, invested, and built long-term value while others froze. For their efforts, they were rewarded with a place in the pantheon of the most recognizable brands on earth.

The Risk of Pulling Back: What the Research Says

A McKinsey & Company study of companies that weathered the 2008 recession found:

“Companies that maintained or increased their marketing during the downturn achieved total shareholder returns 150 percentage points higher than their peers over the next decade… in moments of uncertainty, growth is the key to establishing strategic distance from competitors.”

Nearly 70% of those companies remained top performers in their industries years later.

According to Forbes, cutting marketing during a recession can backfire because:

• You risk losing market share to visible competitors
• Customer engagement drops, weakening loyalty
• Rebuilding brand presence later costs more
• You miss timely opportunities to connect meaningfully with your audience

Marketing Is an Investment, Not an Expense

McKinsey urges companies to adopt an investor mindset when it comes to marketing:

• Eliminate waste
• Focus on high-ROI channels
• Measure marketing like an asset—not a liability

You don’t have to spend wildly—just spend wisely. Build your team, list out your priorities and focus.

The Opportunity Hidden in Uncertainty

Despite the headlines, consumer spending remains strong—especially in categories like wellness, convenience, and experiences. Since 2019, U.S. consumers—particularly high earners—have increased their savings by over $4 trillion (McKinsey).

The audience is still listening. The key is having something worth saying—and saying it clearly, authentically, and consistently.

How to Market Smarter Right Now

Maintain Brand Visibility Silence can look like instability. Even with fewer campaigns, stay present so your audience knows you’re here for the long haul.

Lead with Empathy Now is not the time for aggressive sales. Transparency, value, and humanity build trust that lasts.

Invest in What Works Use your data. Reallocate your budget toward high-performing, measurable channels. Cut what isn’t delivering.

Outsource When Needed A tight budget doesn’t mean compromising on quality. A design and marketing firm gives you a full team of specialists—without the overhead of building an internal department. No benefits, no payroll taxes, no snacks—just rubber-meets-the-road output and measurable results.*

On the Bright Side: Downturns Reveal the Real Players

The weekend warriors wash out.

When the economy is booming, it’s easy to mistake momentum for mastery. Anyone can start a business when credit is cheap, demand is high, and customers are lining up at the door. Flashy branding, a couple of social media wins, and boom—you’re a “success.”

To paraphrase Warren Buffett: when the tide goes out, that’s when you see who’s been swimming naked.

Downturns separate the adaptable from the accidental. Suddenly, strategy matters. Execution matters. Margins matter.

The hacks and hobbyists fade away. Only the operators remain—the people and teams who can:

• Rework a budget without killing momentum
• Reposition a brand without losing its soul
• Rethink what “value” means to a customer—and deliver it

In a downturn, you don’t need more noise. You need alignment, clarity, and action.

That’s why some of the best, longest-lasting partnerships are forged during hard times. You find the people who:

• Show up when it’s inconvenient
• Get resourceful when others panic
• Stay accountable even when it’s not easy

That’s when you know who your real partners are. Not just vendors. Not just freelancers. But people who know how to lead, follow, and grow under pressure.

Hopefully, this finds you well—and with confidence, even if things feel a little squirrely.

You may not be a multinational conglomerate, but the lessons learned are a good scaffolding to build your own roadmap. Just remember:

Now might be the best time to do more—not less.*