your recession survival guide

Before I get into it, how are you?

Maybe you need to relax your shoulders, release the tension in your jaw, or scream into a pillow. Do what you gotta do, pal.

It’s been another damn week in a series of damn weeks.

The internet has been ablaze with memes about recession indicators—it’s a familiar and welcome coping mechanism to laugh through the tears.

But the memes reflect real worries. By all accounts, it does look like we’re barrelling towards what may be the third—or even fourth—once-in-a-lifetime financial crisis. Yay…

The hand that’s shepherding us into this possible recession isn’t invisible—it’s orange. Trump's trade war escalated this week with new tariffs that doubled down on recession fears, triggering the worst market crash since 2020.

Economists aren't sugarcoating it: shit is getting real.

During the last economic crisis (👋 hi, 2020), I was a social media manager for a digital retail brand. Our team was clocking in a lot of hours to adjust strategies and budgets, and we faced enormous pressure to prove our value in the company and dodge layoffs. This was the reality for many teams.

That familiar dread is hanging in the air today. Many of us marketers have been seeing the writing on the wall for a minute.

This isn’t a time to panic, it’s a time to prep.

Don’t worry, I gotchu.

*Pulls down projector screen and whips out laser pointer*

Here’s the plan:

For individual marketers, the threat of a recession can signal potential layoffs. Here’s how you’ll build your parachute:

1. Document your wins. If you don't already have a running document on your personal drive, spend a few off-hours building one. Collect screenshots of positive feedback and create a portfolio of projects with hard numbers—those numbers go a long way in validating your contributions.
   
   
2. Review your LinkedIn and give it a refresh. Build out your network with intention—focus on building relationships that are warm and authentic rather than transactional. Start posting about your experience and thoughts to stay top-of-mind.
   
   
3. Upskill. Last year we conducted a survey in partnership with Angus Reid that revealed 60% of Canadians believed upskilling was important in advancing their careers. It can also help protect you against market shifts. We might help you there—we've created an AI Strategy & Operations Lab for growth-stage founders who identify as trans-femme, women, or non-binary. It's a fully-funded 6-week program. Applications close April 17th, 2025. Learn more and apply here.
   
   While we’re on the topic, check out all of the scholarships we have available.
   
   
4. Join a community. Community is everything in a crisis, so connect with professionals navigating the same challenges you are.

Marketing leaders and teams will also have to get their ducks in a row:

1. Avoid budget cuts across the board. Focus on your highest-leverage channels and adjust strategies there.
   
   
2. Emphasize retention over acquisition. Loyalty is your lifeline. Remember, even your most loyal customers are also impacted by an economic downturn, so be sure to balance authenticity with empathy in your messaging.
   
   
3. Make your teams feel supported. We’re likely to hear a lot about scrappiness as marketers attempt to do more with less. The pressure is on, and it has a trickle-down effect. Being a scrappy team shouldn’t require burning out. Keep goals realistic and prioritize check-ins to keep your finger on the pulse.

It’s a wild time to be a marketer (and a human), but we’re not powerless. We can take steps to protect ourselves so we can thrive no matter what happens.

That might mean operating as if a recession is coming, even if it never hits.

Until next time,

Ines

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