Recession indicators everywhere. Please hold before cutting your marketing budget.

Why brand storytelling matters most when times are tough.

We’ve all heard it before: marketing is always the first to go when the business is struggling.

Right now, the recession signals are hard to ignore. A rise in conservatism has long been a warning sign of an economic downturn, and we’re seeing it everywhere – from the ‘trad wife’ movement to ‘clean girl aesthetics’ to longer hemlines (‘the shorter the skirt, the stronger the economy’). And the most fascinating one for me is strip clubs. Turns out strippers know when the stock market is about to crash.

Credit: Quah Kok Soon

It's a tough time for many people and businesses: a 20% drop in the stock market, tariffs impacting global trade, tighter budgets, and job losses globally. It's natural to feel panicked.

But before taking it out on your marketing budget, let me make the case for why now is the most critical time to invest in better content and storytelling.

Why storytelling matters in times of crisis

One of the unfortunate realities of working in marketing is that everyone else thinks they can do the job just as well.

In 1995, economists Deirdre McCloskey and Arjo Klamer stated that persuasion and ‘sweet talk’ account for a quarter of the U.S. GDP. That's a large part of what marketing is.

There’s your evidence: stories move economies. They’ve always been good for business.

I always say one of my goals at JAIKU is to prove that storytelling isn’t an airy-fairy marketing buzzword, but a measurable business tool.

When times are hard, the brands that connect with people on an emotional level are the ones that stay top of mind.

Storytelling helps humanise brands, build trust, clarify complex situations, and demonstrate your values in action. It gives your audience something to rally around.

During the pandemic, IKEA Spain’s 'I Stay Home' campaign used emotive storytelling to encourage social distancing – celebrating the home as a safe haven, not a space to feel trapped.

Then there was Nike's ‘Dream Crazy’ campaign. When NFL quarterback Colin Kaepernick faced backlash for protesting racial injustice, Nike stood by him and inspired millions in the process. They saw a 31% spike in online sales, and a $6 billion boost to their market value.

In moments of uncertainty, people gravitate toward brands that embrace humanity, demonstrate strong values, and frankly, keep it real.

The business case for better storytelling

You might be thinking: This all sounds great in theory, but how does storytelling increase revenue?

If you're trying to grow a business during tough times, your content and brand story should be working overtime for you.

A clear and compelling brand story can:

• Build customer trust and loyalty during uncertain times

• Reinforce your values (when people are watching closely)

• Make your brand memorable – not just visible

• Differentiate your brand when competitors are cutting back

• Inspire action

• Lead directly to sales

When your brand becomes memorable for its story – not just its products or services – you create a long-term connection that outlasts any economic downturn.

How to tell stories that drive growth (without losing your soul)

1. Align content with business goals

Let’s retire the idea that social media is primarily for brand awareness. Throughout my career, every content strategy I've developed has been tied to revenue growth, and it certainly made me a better marketer. It’s never been more important to show how content actively supports the pipeline.

If there’s one thing I’d love every marketer to prioritise right now, it’s this: tie your work to business growth. Not just vanity metrics, but real outcomes that sound great in board meetings. Work closely with the sales team – the people who are speaking to customers daily, who know what they’re struggling with, and what they actually need. Those insights should shape your content.

One of our B2B clients at JAIKU saw LinkedIn become their second biggest driver of web traffic after Google. No ads. Just organic, people-first storytelling. We shifted their content to speak to customer pain points, rather than posting sporadically about everything. The next few points explain how we did it.

2. Sell without selling

The best marketing doesn't feel like you're being sold to (that’s what storytelling really is). When you share your process, learnings, and point of view, you show your expertise without the hard sell. This ‘building in public’ approach creates trust by bringing people into your world. It’s especially powerful in uncertain times when people are naturally more skeptical. The key is to keep your content interesting by trying different formats to share your work. I loved this video, which I thought was a fun way to present a client case study.

3. Spotlight people, not just the brand

No one cares about your brand as much as you do – and that’s not a bad thing. Use it to your advantage. People are drawn to stories about how something was made, who built it, or why it matters. That’s why I believe the most memorable brands serve people – yes, even the B2B ones. Instead of talking about how great you are, share how you’ve made someone’s life better. Instead of only sharing the final, flashy result, spotlight the people behind the work.

4. Co-create content with your customers and community

Pass the mic and let others speak for you, or with you. It’s a strong proof of concept and it builds credibility. Humanise your brand by showcasing the people who make your work possible, whether that’s a client case study, a joint blog post, or an Instagram collab post. You’ll tell better stories. They’ll feel more seen. Everyone wins.

5. Diversify your marketing channels

You need to step outside your company-owned channels. When run clubs emerged as the new nightclubs (allegedly), we saw brands quickly tapping into these spaces. Not all brands have the time or resources to build a thriving community from scratch. The next best option is to support an existing community that speaks to your brand values. Ask yourself: where does your audience already hang out? Start there, but show up thoughtfully – contribute, don’t just promote.

6. Employees as your biggest brand advocates

Last year, I wrote about how to encourage employees to become thought leaders. Here’s a reminder that not all content needs to come from your brand account. Your colleagues can be important voices for storytelling too – especially when they feel personally invested. Speak to the employees who already post on their personal accounts or engage with the company’s content. Ask what’s motivating them to get involved – some might be building their personal brand, others might want more visibility or speaking opportunities, and some just love writing and sharing ideas. Once you understand what motivates your most engaged employees, use those insights to encourage others to get involved. People are more likely to participate when they know what’s in it for them.

Before you cut the budget…

Harvard Business Review found that brands who continue investing in marketing during a downturn often emerge stronger, with more market share and customer loyalty than those who pull back.

Storytelling is one of the smartest investments you can make right now because it builds trust and loyalty – two things that are priceless in uncertain times. There’s no use pushing the sales and product teams if you’re ignoring the essential role marketing plays. We’re the ones telling the world why they should care about what the business does.

Storytelling is your strongest tool. Go deeper and do the work now, so you won’t end up scrambling to build awareness and trust when things start looking up again.

So, what story does your brand need to tell right now? Who do you want to reach? And when you reach them, what exactly will you say?

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