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.

Despite these financial pressures, many consumers continue to buy. They are simply being more selective, weighing value more carefully, and expecting brands to speak to both quality and practicality. Tariffs on core consumer categories such as electronics, apparel, and household goods are accelerating this shift. Even traditionally luxury shoppers are actively seeking out deals, promotions, and savings tools to help manage rising costs.  

How PadSquad Helps Brands Succeed in a Volatile Market

1. Creative That Captures Attention in a Noisy Landscape

 In a time when more than half the population is worried about money, traditional ads often fail to break through. Consumers are more intentional with their attention and more critical of what they see. PadSquad's high-impact creative formats and interactive ad experiences are built to stop the scroll and start a connection. Our creative strategy is rooted in understanding what matters now. We help brands balance premium storytelling with value-driven messaging that earns attention and drives action. Whether building from scratch or optimizing existing brand assets, our in-house team delivers creative solutions that make a difference. 

2. Digital Agility When the Market Won’t Sit Still

Economic shifts are happening in real time. Messaging needs to keep up. Digital channels now account for 82.37% of total ad spend, with good reason. Brands are prioritizing flexibility, measurable performance, and the ability to pivot quickly.

PadSquad equips advertisers with the tools to update campaigns on the fly, test new creative directions, and repurpose existing content into premium, high-performing digital formats. We act as a true extension of your marketing team, offering strategic guidance and production agility when time and budgets are tight. We believe creativity should never be a bottleneck—it should be a lever for growth. 

3. Video That Builds Trust and Drives Decisions 

Video has become a primary touchpoint for consumers navigating complex purchase decisions. As spending becomes more selective, people turn to video content to evaluate products, compare features, and look for confidence before buying.

PadSquad's interactive and visually engaging video formats are designed to deliver both emotional impact and practical information. We help brands build trust and drive conversions by offering experiences that educate, entertain, and connect at once. In a landscape where traditional media now holds just 17.63% of total ad spend, video is the front line of consumer engagement, and PadSquad is helping brands show up ready.

4. Messaging That Aligns With Cautious Spending 

When 32% of consumers are actively cutting back on non-essentials, media efficiency becomes a top priority. PadSquad delivers a strong return on investment by combining premium creative with smart targeting and clear value messaging. 

We help brands communicate durability, reliability, and cost-effectiveness without sacrificing aspiration or quality. This balance is key to reaching today's consumers, who are both financially conscious and brand-aware. PadSquad ensures your message is relevant, resonant, and ready to perform. 
  

A Thoughtful Partner in a Complex Economy 

PadSquad goes beyond creative and media execution. We bring insights, perspective, and strategy to every campaign. Our team is tracking the effects of tariffs, shifts in consumer spending, and changing attitudes toward financial wellness. We bring that knowledge to our partnerships to help advertisers stay visible, relevant, and ahead.

"When times are good, you should advertise.
When times are bad, you must advertise."
- David Ogilvy

There is a reason why brands that continue to invest in marketing during downturns tend to emerge stronger. As David Ogilvy famously said, "When times are good, you should advertise. When times are bad, you must advertise." We believe that still holds true. Consumers are still spending, but they are more careful, more focused, and more value-driven. Brands that continue to show up with the right message in the right place will be the ones who grow when stability returns. 
 

The Takeaway

Economic anxiety is real. Consumer behavior is shifting. Tariffs are tightening household budgets. However, opportunities still exist for brands that are willing to adapt. 

PadSquad offers the creative strength, digital agility, and strategic partnership to help brands weather uncertainty and grow through it. With creative that breaks through, video that drives action, and a team that understands the moment, PadSquad is ready to help you navigate what’s next. Contact us to get started.

Learn more about how to make the most of the big 5 shopping moments of the year.  Download the whitepaper