Cutting Marketing During Uncertain Times? It Could Cost You.

When the economy is uncertain and tariffs add pressure, it’s natural for CPG leaders to scrutinize every line item—especially marketing. But history (and data) tell us the same story over and over: Pulling back now puts your brand at risk when the market rebounds.

Here’s what the data shows:

• Brands that invest during downturns see 4.5x more visibility and 3x more growth after recovery (Harvard Business Review)
• 60% of consumers stay more loyal to brands that show up consistently (McKinsey, 2024)
• CPGs that kept advertising during inflation saw 18% better sales resilience (IRI, 2024)

Still facing pushback on your budget? Reframe the story.

Marketing isn’t just spend—it’s strategy. When competitors go quiet, your message gets louder. You’re not just spending. You’re buying market share at a discount.

But not all marketing delivers. The smartest brands are optimizing—uniting brand building and performance in a Brand Commerce approach that drives impact now and long term.

And going dark? That’s expensive: lost trial, lost loyalty and the high cost of rebuilding brand momentum.

Tariffs and inflation may be out of your hands—but showing up in carts, on shelves and in hearts? That’s the job of marketing.

So, if your team says, wait and see, counter with this: Invest smart. Show up. Lead. 

We can help. Blue Chip’s Brand Commerce approach is built for moments like this.