Financial marketing

The Recession Marketing Playbook

15th October 2023

Rethinking recession for financial services brands

The latest Gross Domestic Product (GDP) data for the UK reveals that the country officially entered into recession in 2023, with a contraction of 0.3% recorded in the final quarter of the year.

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.