With rising costs, tariff uncertainty, and declining consumer confidence, brands are being forced to do more with less - and in today’s episode, we break down what that actually looks like in practice, and how we’re adapting our marketing strategies in today’s tough economic environment.

We cover what we’re cutting, what we’re keeping, and where we’re doubling down. From headcount and forecasting to channel prioritization, vendor negotiations, and creative strategy, we share the shifts we’re making to stay lean without stalling growth.

We also get into how our thinking is evolving around incrementality, media efficiency, and value messaging—and why now might be the time to rethink how you define “essential” in your marketing stack. This is a real-time look at how we’re navigating the pressure, adjusting to change, and planning for what’s next.

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00:00 Introduction

03:21 AI in Marketing and Economic Pressures

05:46 Market Trends and Consumer Behavior

09:13 Adjusting Strategies in a Recession

14:51 Vendor Relationships and Cost Management

18:12 Maintaining Growth Amidst Cuts

23:52 Customer Support Innovations

44:16 Navigating Incrementality in Media Spend

47:35 The Importance of Testing and Revalidating Assumptions

50:34 Adapting Marketing Strategies in a Changing Economy

56:51 Understanding Market Dynamics and Consumer Behavior

01:00:07 Positioning Premium Brands in a Downturn

01:04:56 Leveraging Retail Opportunities for Long-Term Gains

01:10:19 The Impact of Tariffs on Marketing Messaging

01:20:55 Strategic Growth in a Competitive Landscape

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