The Creative Edge: Thriving Amid Economic Anxiety
The U.S. economy is in a phase of heightened volatility, with inflationary pressure continuing to reshape consumer behavior. According to recent data from Resonate, PadSquad's AI-driven consumer insights partner, 56.1% of Americans are concerned about taxes, a potential recession, or an overall economic slowdown. These concerns are driving fundamental changes in how people shop, what they prioritize, and how they engage with brands.
At PadSquad, we believe that uncertainty is not a time to go quiet. It is a time to get smarter, faster, and more connected. According to Kantar's COVID-19 Barometer study from 2020, brands that maintained or increased their media presence during the pandemic-induced economic crisis were 4.5 times more likely to see market share growth post-crisis, while also experiencing a 52% faster recovery in brand health metrics compared to those that cut spending. We are actively monitoring market conditions and evolving consumer sentiment so we can help advertisers respond with creative strategies that are both agile and effective. When attention is hard to earn and every dollar has to work harder, the right creative approach makes all the difference.
