The ROI of Resilience, a study by Ebiquity in partnership with the WFA, highlights that brands maintaining strategic advertising during economic uncertainty outperform those that cut budgets. While recessions spark budget pressures, evidence shows that brands investing smartly—by reallocating rather than simply reducing spend—gain long-term advantages in equity, market share, and ROI. Media costs often fall in downturns, creating opportunities for greater reach and impact.

The report cautions against over-reliance on short-term performance media and urges marketers to optimise their media mix, balancing brand-building and direct response. Historical data shows brands that invested through previous downturns emerged with stronger positioning and accelerated recovery. Smart allocation, not blind cuts, is key to success.

Additionally, advertisers are encouraged to strengthen agency contracts, improve transparency, and govern inventory media use. With the right approach, brands can not only weather uncertainty but also lead their categories, building resilience and value through disruption.