Updated 7 October 2026
No business can be made recession-proof by a checklist. You can, however, make marketing decisions that are easier to adjust when conditions change.
Protect the useful work
Identify services customers still need and campaigns that produce suitable enquiries. Review total cost, capacity and margin rather than cutting every activity by the same percentage. Avoid financial promises you cannot substantiate.
Keep customer information clear
Explain current availability, options and terms. Follow up helpfully with existing customers where appropriate and with the required permissions. Make smaller, practical offers that solve a real problem rather than discounting without understanding the cost.
Use flexible materials
Choose sensible print quantities and templates that can be updated. Set review dates and stop conditions for campaigns. Keep records so you can distinguish an underperforming message from a broader change in demand.
Your next move
Review one campaign against the work your business can profitably serve. ITG can help adapt the message and materials; budget and cash-flow decisions may also need your accounting adviser.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!