Because no two downturns are the same, marketers find themselves in uncharted territory throughout each one. However, we’ve uncovered patterns in consumer behavior and corporate strategy that either propel or hinder performance after monitoring the marketing successes and failures of hundreds of companies as they negotiated recessions from the 1970s onward. Companies must be aware of changing consumption habits in order to fine-tune their plans.
During recessions, consumers, understandably, set stricter priorities and cut back on their spending. Businesses often cut expenses, lower prices, and postpone new expenditures as sales begin to decline. Marketing budgets are frequently trimmed across the board, from communications to researchbut this is a mistake.
While cutting expenses is prudent, failing to sustain brands or assess core customers’ shifting needs might compromise long-term performance. Companies that put customer demands under the microscope, use a scalpel rather than a cleaver to the marketing budget, and nimbly adapt strategies, techniques, and product offers in response to shifting demand are more likely than others to flourish both during and after a recession.
Why is it likely that a recession will cut consumer spending?
A recession is a time in which the economy grows at a negative rate. In a recession, real GDP falls, average incomes fall, and unemployment rises.
This graph depicts the growth of the US economy from 2001 to 2016. The profound recession of 2008-09 may be seen in the significant drop in real GDP.
Other things we are likely to see in a recession
1. Joblessness
In a downturn, businesses will produce less and, as a result, employ fewer people. In addition, during a recession, some businesses will go out of business, resulting in employment losses. For example, many people in the finance business lost their jobs as a result of the credit crunch in 2008/09. When demand for cars fell, car companies began to lay off staff as well.
2. Improvement in the saving ratio
- People tend to preserve money during a recession because their confidence is low. When people expect to be laid off (or are afraid of being laid off), they are less likely to spend and borrow, and saving becomes more appealing.
- Keynes observed that during the Great Depression, there was a paradox of thrift: when individuals saved more and consumed less, the recession worsened because consumption fell even more. Individually, individuals are doing the right thing, but because many people are saving more, consumer spending is being reduced even more, worsening the recession.
3. A lower rate of inflation
Inflation in the United States was high in 2008 due to rising oil prices. However, the recession of 2009 resulted in a substantial decline in inflation, and prices fell for a time (deflation)
Prices are under pressure due to a drop in aggregate demand and slower economic development. During a recession, stores are more inclined to offer discounts to clear out unsold inventory. As a result, we have a reduced inflation rate. Deflation occurred during the Great Depression of the 1930s, when prices plummeted.
4. Interest rates are falling.
- Interest rates tend to fall during recessions. Because inflation is low, central banks are attempting to stimulate the economy. In theory, lower interest rates should aid the economy’s recovery. Lower interest rates lower borrowing costs, which should boost investment and consumer expenditure.
5. Increases in government borrowing
In a recession, government borrowing will increase. This is due to two factors:
- Stabilizers that work automatically. The government will have to pay more on jobless compensation if unemployment rises. Because fewer individuals are working, however, they will pay less income tax. In addition, as business profitability declines, so do corporate tax receipts.
- Second, the government may try to utilize fiscal policy that is more expansionary. This entails lower tax rates and higher government spending. The objective is to repurpose unemployed resources by utilizing surplus private sector funds. Take, for example, Obama’s 2009 stimulus program. Look at Obama’s economics.
6. The stock market plummets
- Stock markets may collapse as a result of lower profit margins. There’s also the risk of companies going out of business.
- If stock markets foresaw a downturn, it’s possible that it’s already factored into share prices. In a recession, stock prices do not always fall.
- However, if the recession comes as a surprise, profit projections will be lowered, and stock values will decrease.
7. House prices are dropping.
In this scenario, property values in the United States decreased prior to the recession. The recession was triggered by a drop in house prices. It took them until the end of 2012 to get back on their feet.
In a recession, when unemployment is high, many people may be unable to pay their mortgages, resulting in property repossessions. This will result in a rise in housing supply and a decrease in demand. Because of the prior property boom, US house values plummeted dramatically during the 2008 recession. In truth, the housing/mortgage bubble bust in 2005/06 was a contributing reason to the recession.
8. Make an investment. As companies reduce risk-taking and uncertainty, investment will decline. Borrowing may also be more difficult if banks are low on cash (e.g. credit crunch of 2008). Due to variables such as the accelerator principle, investment is frequently more volatile than economic growth.
A simple AD/AS framework depicting the impact of a decrease in AD on real GDP and price levels.
Other possible effects
The effect of hysteresis. This means that a momentary increase in unemployment could lead to a long-term increase in structural unemployment. Manufacturing workers, for example, required longer to locate new positions in the service sector after losing their jobs during the 1981 recession. See the hysteresis effect for more information.
Exchange rate depreciation is number ten. Depreciation could result from a recession that hits one country more than others. Because interest rates decline, there is less demand for the currency (worse return)
Because of the credit crisis, the UK economy, which is heavily reliant on the finance industry, witnessed a severe fall in the value of the pound in 2008/09.
The Pound, on the other hand, was robust throughout the 1981 recession. In fact, the Pound’s strength contributed to the slump.
11. New businesses and creative destruction Some economists are more optimistic about recessions, claiming that they can force inefficient businesses out of business, allowing more inventive and efficient businesses to emerge.
- In a recession, however, good companies can go out of business owing to transient circumstances rather than a long-term lack of competitiveness.
12. Current account with a positive balance. If a country’s domestic consumption falls sharply, the current account deficit may improve. This is due to a decrease in import spending.
The UK’s current account improved through the recessions of 1981 and 1991. However, the improvement in the current account in 2009 was only temporary.
- It depends on what caused the recession in the first place. High oil prices, for example, contributed to the recession in the mid-1970s. As a result, in a recession, inflation was higher than usual.
- The high value of the Pound hurt the manufacturing (export) sector during the 1981 recession. Because the recession was driven by unusually high interest rates, which made mortgages expensive, homeowners carried a greater burden during the 1991/92 recession. The finance and banking sectors were the hardest hit during the 2008 financial crisis.
- It all depends on whether the recession is global or country-specific. The recession in the United Kingdom was worse than everywhere else in the globe between 1981 and 1991.
- It all relies on how governments and the central bank react. For example, in 1931, the United Kingdom attempted to balance its budget, which resulted in additional declines in aggregate demand.
What changes in consumer behaviour during a recession?
Households may avoid making large expenditures such as autos or refrigerators unless they are absolutely necessary due to a sense of uncertainty. Discretionary spending may and frequently is postponed under the right circumstances. Companies should examine previous downturns to identify what items sold best during those times, maximize profit on those products, and then promote them to the portion of the population that is actively purchasing.
While some sluggishness in consumer spending is unavoidable, you can still increase your profits during this time. When you know a long or sharp downturn is coming, you can save money throughout the era of expansion before using it to buy out competitors who aren’t as prepared.
What are the consequences of the economic downturn?
Traditional fiscal stimulus analysis focuses on the short-run effects of fiscal policy on GDP and employment creation in the near term. Economists, on the other hand, have long recognized that short-term economic situations can have long-term consequences. Job loss and declining finances, for example, can cause families to postpone or forego their children’s college education. Credit markets that are frozen and consumer spending that is down can stifle the growth of otherwise thriving small enterprises. Larger corporations may postpone or cut R&D spending.
In any of these scenarios, an economic downturn can result in “scarring,” or long-term damage to people’s financial positions and the economy as a whole. The parts that follow go through some of what is known about how recessions can cause long-term harm.
Economic damage
Higher unemployment, decreased salaries and incomes, and lost opportunities are all consequences of recessions. In the current slump, education, private capital investments, and economic opportunities are all likely to suffer, and the consequences will be long-lasting. While economies often experience quick growth during recovery periods (as idle capacity is put to use), the drag from long-term harm will keep the recovery from reaching its full potential.
Education
Many scholars have pointed out that educationor the acquisition of knowledgeis important “Human capitalalso known as “human capital”plays a crucial role in promoting economic growth. Delong, Golden, and Katz (2002), for example, assert that “Human capital has been the primary driver of America’s competitive advantage in twentieth-century economic expansion.” As a result, variables that result in fewer years of educational achievement for the country’s youth will have long-term effects.
Recessions can have a variety of effects on educational success. First, there is a large body of research on the importance of early childhood education (see, for example, Heckman (2006, 2007) and the studies mentioned therein). Because parental options and money drive schooling at this stage (pre-k or even younger), issues that diminish families’ resources will have an impact on the degree and quality of education offered to their children. Dahl and Lochner (2008), for example, indicate that household income has a direct impact on math and reading test scores.
Second, a variety of factors outside of the school environment influence educational attainment. Health services, for example, can remove barriers to educational attainment, from prenatal care to dental and optometric treatment. After-school and summer educational activities have an impact on academic progress and learning in the classroom. Forced housing dislocationsand, in the worst-case scenario, homelessnesshave a negative impact on educational outcomes. Economic downturns obviously affect all of these factors on educational performance. In 2008, 46.3 million individuals were without health insurance, with over 7 million children under the age of 18 being uninsured (U.S. Census 2009). We can expect even more children to struggle with their schooling as poverty (nearly 14 million children in 2008) and foreclosures (4.3 percent of home loans in the foreclosure process1) rise.
Finally, families who are trying to make ends meet are frequently pushed to postpone or abandon aspirations for further education. According to a recent survey of young adults, 20% of those aged 18 to 29 have dropped out or postponed education (Greenberg and Keating 2009). According to a survey performed in Colorado, a quarter of parents with children attending two-year colleges expected to send their children to four-year colleges before the recession (CollegeInvest 2009).
College attendance is costly if it is postponed or reduced. Not only does attending college lead to higher earnings, lower unemployment, and other personal benefits, but it also leads to a slew of social benefits, such as improved health outcomes, lower incarceration rates, higher volunteerism rates, and so on (see, for example, Baum and Pa-yea (2005) or Acemoglu and Angrist (2000)).
Opportunity
There’s no denying that recessions and high unemployment restrict economic opportunities for individuals and families. Individuals and the greater economy suffer losses as a result of job losses, income decreases, and increases in poverty.
To give just one example of missed opportunities, recent study has indicated that college graduates who enter the workforce during a recession earn less than those who enter during non-recessionary times. Surprisingly, the findings also imply that the income loss is not only transient, but also affects lifetime wages and career paths. According to Kahn (2009), “taken as a whole, the results suggest that the labor market consequences of graduating from college in a bad economy are large, negative, and persistent,” with an initial wage loss of 6% to 7% for each percentage-point increase in the unemployment rate, and a wage loss of 2.5 percent even after 15 years.
Non-college graduates are likely to do worse; while unemployment has grown for all groups during the recent crisis, those with less education and lower incomes face significantly higher rates.
Job loss
The unemployment rate has risen from 4.9 percent in December 2007 to 9.7 percent in August of this year during the current recession. About 15 million people are unemployed right now, more than double the level at the onset of the recession, with nearly one out of every six workers unemployed or underemployed. About 5 million individuals have been out of job for more than six months, making up the greatest percentage of the total workforce since 1948.
Losing one’s employment causes obvious challenges for most people and their families. Even once a new job is taken, the income loss can last for years (often at a lower salary).
Although the research on the effects of job loss is far too large to discuss here, Farber’s evidence is worth highlighting (2005). Farber concludes that job separation is costly, based on data from the Displaced Workers Survey from 2001 to 2003. 2 “In the most recent period (2001-03), approximately 35% of job losers were unemployed at the next survey date; approximately 13% of re-employed full-time job losers are working part-time; full-time job losers who find new full-time jobs earn about 13% less on average than they did on their previous job…”
Job loss has an impact on one’s mental health in addition to their income and earnings (see Murphy and Athanasou (1999) for a review of 16 earlier studies). It’s also worth noting that how one does during a recession is determined by a multitude of things. When compared to other age groups, older employees are disproportionately represented among the long-term unemployed.
Economic mobility
As previously stated, intergenerational mobility or the lack thereof can exacerbate the effects of recessions.
Through a variety of processes, poorer families can lead to less opportunities and lower economic results for their children, whether through nutrition, school attainment, or wealth access. As a result, a recession should not be viewed as a one-time occurrence that strains individuals and families for a few years. Economic downturns, on the other hand, will affect the future chances of all family members, including children, and will have long-term effects.
Private investment
Investments and R&D are two of the most obvious areas where recessions can stifle economic progress. Economists have long acknowledged the importance of investment and technology as driving forces behind economic growth. 4
Investment spending and the adoption of innovative technology can and do decline during recessions. At least four causes have contributed to this. First, a downturn in the economy will reduce demand for enterprises’ products as customers’ incomes fall, diminishing the return on investment. Second, enterprises’ ability to invest will be hampered by a lack of credit. Third, recessions are periods of greater uncertainty, which may cause businesses to cut down on spending “They may be less willing to experiment with new items and procedures because they are “core” products and production techniques. Finally, the relationship between human and physical capital must be considered. Technology is frequently integrated in new physical equipment: as output and employment decline, fewer fresh equipment purchases are made. As a result, workers are less able to put existing abilities to use, and there is less of a need to learn new ones “current employees to be “up-skilled,” or hire new employees with new skills.5
Figure C depicts non-residential investment growth during each of the last four recessions, as well as a more specialized category of equipment and software (thus excluding structures). Annualized quarterly non-residential investment averaged 4.7 percent from 1947 to 2009, whereas investment in equipment and software averaged 5.9 percent. Investment falls sharply during recessions, as shown in the graph. It also demonstrates the severity of the present slump, with total non-residential investment down 20% from its peak in the second quarter of 2009.
The repercussions of reduced investment levels are evident. Decreased levels of economic production in the future are a result of lower capital investment today. Poorer levels of physical investment can lead to lower productivity and, as a result, lower earnings. 6 The consequences will linger long after the present recession has officially ended.
Entrepreneurial activity: Business formation and expansion
Apart from the general drop in investment activity, recessions, particularly those with a credit crunch, such as the current one, can stifle small firm formation and entrepreneurial activity.
There are various ways that recessions might stifle the establishment and expansion of new businesses. To begin with, it is self-evident that new businesses require new clients. Because a slowing economy equals less overall spending, those considering starting a new firm may prefer to wait until demand returns to typical levels. Second, new businesses necessitate the addition of new debtors and investors. Lower wages and wealth levels may make it more difficult for new businesses to recruit individual investors, and credit limits may limit private bank financing.
“The credit freeze in the short-term funding market had a disastrous effect on the economy and small enterprises,” according to a recent analysis from the US Small Business Administration (SBA 2009). The usual production of products and services had virtually stalled by late 2008.” According to a study of loan officers, conditions for small-business commercial and industrial loans have been dramatically tightened.
Not only do recessions make it more difficult to establish a new firm, but they can also derail struggling new businesses. There could be a slew of new firms (and business models) popping up.
els) that might be successful in normal times but can’t because to a lack of demand or credit. In 2008, 43,500 businesses declared bankruptcy, up from 28,300 in 2007 and more than double the 19,700 that declared bankruptcy in 2006. (SBA 2009).
The influence of the recession can also be observed in the number of initial public offerings (IPOs). Firms use the funds earned from initial public offerings (IPOs) to grow their operations. There were just 21 operating company IPOs in 2008, down from an annual average of 163 the previous four years (Ritter 2009). 8 Furthermore, the median age of IPOs in 2008 was slightly greater than in previous years, indicating that the capital flood is going to the more established companies.
It’s tempting to believe that recessions just delay the establishment of new businesses, and that delayed plans will eventually be implemented. However, many new enterprises have a limited window of opportunity to get started. Furthermore, innovative new businesses frequently build on previous technological and innovation platforms. A delay in one business may cause delays in many others, causing a cascade effect across a wider variety of businesses.
What are the effects of a recession on merchants and customers?
A recession affects a company’s accounts receivable (AR), and liquidity concerns affect consumers and businesses all the way down the supply chain. Customers that owe money to the company may pay more slowly, later, or not at all. The afflicted company may therefore be forced to pay its own payments slower, later, or in smaller increments than their initial credit agreement stipulated due to diminished revenues. Making late or delinquent payments lowers the value of a company’s debt, bonds, and capacity to raise capital. The company’s capacity to service its debt (pay interest on money borrowed) may also be harmed, leading to bond and other debt defaults and further damage to the company’s credit rating.
What happens to consumer spending throughout booms, busts, and recoveries?
What happens to consumer spending during a boom, a recession, and a recovery? Consumer purchasing behavior changes during economic booms, recessions, and recovery periods. For example, individuals may be more likely to buy a car during a period of economic expansion than during a period of economic contraction.
What impact does the economy have on consumers?
Overall, demand for consumer products rises when the economy that produces them expands. An economy with strong overall growth and stable growth prospects is frequently accompanied by comparable increases in demand for goods and services.
Does consumer purchasing habits change during a recession?
The crisis before the recession has an impact on different attitudes, expectations, and consumer buying patterns (Sharma & Sonwalkar, 2013). The recession has had a significant influence on consumers and their purchasing behavior, according to research from several countries.
Who is the most affected by a recession?
The groups who lost the most jobs during the Great Recession were the same ones that lost jobs throughout the 1980s recessions.
Hoynes, Miller, and Schaller use demographic survey and national time-series data to conclude that the Great Recession has harmed males more than women in terms of job losses. However, their research reveals that men have faced more cyclical labor market outcomes in earlier recessions and recoveries. This is partly due to the fact that men are more likely to work in industries that are very cyclical, such as construction and manufacturing. Women are more likely to work in industries that are less cyclical, such as services and government administration. While the pattern of labor market effects across subgroups in the 2007-9 recession appears to be comparable to that of the two early 1980s recessions, it did have a little bigger impact on women’s employment, while the effects on women were smaller in this recession than in previous recessions. The effects of the recent recession were felt most acutely by the youngest and oldest workers. Hoynes, Miller, and Schaller also discover that, in comparison to the 1980s recovery, the current recovery is affecting males more than women, owing to a decrease in the cyclicality of women’s employment during this period.
The researchers find that the general image of demographic patterns of responsiveness to the business cycle through time is one of stability. Which groups suffered the most job losses during the Great Recession? The same groups that suffered losses during the 1980s recessions, and who continue to have poor labor market outcomes even in good times. As a result, the authors conclude that the Great Recession’s labor market consequences were distinct in size and length from those of past business cycles, but not in type.
What impact does the recession have on marketing?
Consumer confidence is one of the effects of a recession on marketing. Companies will conduct greater investment due diligence. Especially if you’re in the IT business. Improve your value-based marketing strategy to combat the drop in consumer confidence.
What is the impact of consumer spending on businesses?
When they do spend money, they may opt for less expensive options such as supermarket own-brand things or secondhand items. Businesses would anticipate lower sales as a result of this, therefore they will cut the amount of product they produce, maybe laying off employees.