Financial marketing

The Recession Marketing Playbook

20th September 2022

Rethinking recession for financial services brands

As the UK veers towards stagflation, the Bank of England has forecast that the economy could
officially enter into recession as early as Q4 2022. It predicts that the economic contraction
could last for the following five quarters, equivalent to the 2008 financial crisis. The weakness
of recovery from the anticipated recession is of significant concern, with Threadneedle Street
anticipating a period of stagnant to weak growth approaching 2025.

The facts surrounding previous downturns also make for uncomfortable reading. In a study of
the three global recessions up to 2008, Harvard Business Review found that:

• 17% of companies don’t survive recessions.
• Approximately 80% of companies don’t regain their pre-recession growth even three years
  afterwards.
• Only 9% of companies flourish following a recession.

It’s time to rethink recession. We know that companies make more dramatic gains or losses
during downturns than during periods of stability. So how do you stack the cards in your favour
as a ‘top 9%’ financial services brand?

Financial Marketing’s Recession Marketing Playbook focuses on the mitigating factors that will
enable brands to ride out the recession with greater resilience, gain a competitive edge and
emerge stronger.

Download The Recession Marketing Playbook