While scrolling through Instagram recently, I came across an ad from a company that makes sustainable phone cases. The brand was using the threat of potentially impending tariffs to launch a BOGO (“Buy One, Get One”) deal. It struck me as odd and a bit manipulative. But then I wondered: was this marketing move fearmongering or savvy marketing?
Curious, I ran the ad by my colleagues in our Slack channel and asked for their perspectives. The results varied. Some felt it was exploitative. Others pointed out that, given the likely impact of tariffs on supply chains, the brand was simply getting ahead of the curve with a proactive sales strategy.
Lately, it feels like everything is shifting—fast. Political tides are changing, AI is reshaping entire industries, economic instability is rampant, and international trade policies seem to evolve by the day or even hour. Amid this backdrop, the conversation with my colleagues got me thinking: What is the role of marketing in a climate like this? And more importantly, how do we market responsibly?
What Marketers Can Learn from Crisis PR
When the world feels a little shaky, your marketing shouldn’t go silent. It should become more intentional. Even if your brand isn’t facing a capital-C Crisis, there’s a lot to borrow from the world of crisis communications. In fact, during periods of heightened stress or uncertainty, you can (and should) draw from some of the core PR principles: transparency, timeliness, frequency, and, most importantly, empathy. These pillars aren’t just for damage control. They’re a framework for building trust, reinforcing relationships, and showing up with integrity.
Timeliness: Be Quick, Not Rushed
When change is in the air, whether that’s a price shift or a global headline, your clients and partners want to hear from you now, not weeks later. Prompt communication helps people feel included, informed, and respected. It also shows that your brand isn’t just sitting back; it’s staying aware, responsive, and thoughtful. However, it’s critical to think of timeliness not as racing to speak first, but as avoiding the mistake of waiting too long to say something.
Frequency: Stay Present, Even When There’s “No News”
Silence, even unintentional, creates distance, and marketing can close that gap. Even if you don’t have a major update, a simple check-in can do wonders for keeping your audience engaged and reassured. This is especially important for audiences who may not be privy to what’s happening behind the scenes. Regular communication, even if brief, tells people, “We’re still here, and we still care.”
Transparency: Honesty over Perfection
Today’s audiences are highly adept at spotting a spin, so don’t sugarcoat or sidestep what’s really going on. If there’s uncertainty about business operations, say so, even if you don’t have every answer. Transparency earns trust, and trust is one of the few currencies that holds value in every market condition. It also helps humanize your brand—because, let’s face it, people connect with people, not with polished statements.
Empathy: Lead with Humanity
Empathy is perhaps the most critical pillar. When the world feels chaotic, people don’t want brands pretending everything’s fine. They want acknowledgment. They want support. They want to feel seen. Your tone doesn’t have to be heavy, but it should be grounded. Gratitude, kindness, and a little vulnerability can go a long way. A simple “We know things are hard right now, and we appreciate you” can say more than a discount ever will.
Strong marketing during turbulent times isn’t louder—it’s more thoughtful. When you embrace these four principles, you build more than brand awareness. You help establish resilience, relevance, and real relationships. So, while it may feel easier to reduce your amount of communication during these unprecedented times, think about the experience from your audience’s point of view, and how steady communication can enhance understanding and reinforce your commitment to them.
