The heady digital growth brought on by the pandemic has faded. A recession seems imminent. In tough times, marketers see budgets slashed and turn their focus from spending to saving. But I am not here to deliver another diatribe about how spending in a recession can drive growth.
Instead, I want brands to think about how doing more with less will actually be a good thing for their long-term prospects. Like cleaning out an overstuffed closet, prioritizing what matters and stripping away things that are no longer useful will give companies space to innovate and expand.
