How to Market in an Uncertain Economy (Yes, Even This One)
Let’s just say it: the economy feels like it’s being held together by duct tape and vibes right now. Trump’s back, Canada’s heading to the polls, and the economy’s doing its best impression of a wobbly picnic table. Trade wars flare up, interest rates fluctuate, and suddenly everything from lumber to lettuce costs 20% more.
And yet - business goes on.
As a Canadian small business, you’re no stranger to grit. But even the grittiest among us could use a little guidance when it comes to keeping your marketing engine running while the economic road gets a little... bumpy.
Here’s how to stay smart, strategic, and maybe even a little scrappy with your marketing in an uncertain economy.
1. Don’t Ghost Your Audience
In tough times, it can feel tempting to slam the brakes on marketing altogether. Resist the urge. Your customers still exist. They're still buying—just more thoughtfully. Going silent now is like turning off your headlights in a fog. Stay visible.
Instead of pushing harder, shift gears:
Focus on value-based content (think: how-to blogs, behind-the-scenes reels, or cost-saving tips).
Be present where your customers are—social media, email inboxes, and good ol' Google.
Marketing in a downturn isn’t about shouting louder. It’s about showing up smarter.
2. Revisit Your Messaging—It Matters
When wallets tighten, people want to know they’re spending wisely. If your messaging hasn’t been updated since pre-COVID, now’s the time to dust it off and ask:
Are we leading with something of value?
Are we solving a real problem?
Are we using language that resonates in this moment?
In other words, skip the fluff, skip the jargon, and speak plainly to what matters now. Affordability. Community. Simplicity.
3. Embrace Nimble Tactics
You don’t need to blow your budget on Super Bowl ads or rent a blimp over the MacDonald Bridge. (Though if you do, call us — we’d love to be involved.)
Instead, look to lower-cost, high-return options:
Test paid search or social ads with modest budgets—think $5–$20 a day.
Get creative with partnerships—other local businesses are in the same boat and likely open to collabs.
Leverage email marketing (still criminally underrated and much cheaper than your oat milk habit).
You can do a lot with a little. You just need to do it with intent.
4. Don’t Wait for the Dust to Settle
Spoiler alert: it won’t. Markets always ebb and flow, but if you only invest in growth when things feel perfect, you’ll definitely miss the window. The brands that come out ahead are the ones that kept on going—not the ones who paused to check the news every five minutes.
Lean into uncertainty with a plan. Adjust where needed, but don’t disappear. Keep telling your story. If you have a plan, you can always adapt. If you don’t…
Because if people aren’t hearing from you, they’re definitely hearing from someone else.
5. Play the Long Game (Even If It’s In Dog Years Right Now)
Short-term ROI is great. But brand trust? That’s what sticks. If all you focus on is immediate returns, you risk losing sight of the bigger picture: staying in the conversation and building loyalty when it matters most.
Investing in consistent content, social proof, and storytelling now means when things stabilize, you’re not starting from scratch—you’re top of mind.
And hey, even if the world keeps being weird, at least your marketing won’t be.
If All Else Fails, Talk to a Human
We work with small businesses across Canada, and we know what it’s like to try to plan ahead when the future looks like it does. If you’re feeling stuck, you don’t have to go it alone. Whether you need a strategy, an extra set of hands, or just someone to confirm what you’re doing is A-OK. We’ve got you.
