Are we in a recession?

It is a question and topic on the lips of all the politicians, reporters and American citizens. In a CNN/Opinion Research poll released last week, three-quarters of the U.S. believes the country is in a recession.

What does that mean for you? Besides a rocky stock market and rising oil prices, how does a slow economy directly impact the communications industry and your company?

As communicators, our job is to get a message heard, and to do so, you must fully understand your audience. Currently, according to GfK Roper Reports , the American consumer audience has the lowest recorded level of confidence in the economy since September 2001. This translates into less spending and more saving.

So, as you are trying to deliver your product or service message to your consumer base, it is essential to understand the newly adopted anxious and cautious attitude they may have. Audiences will be harder to sell ideas of luxury and decadence as they cut spending and focus on necessities.

Although things may sound grim, it is not a time to panic… panic and anxiety from marketers will only fuel a fire and cause consumers to become more cautious.

Consumers haven’t stopped all spending. People remain loyal to “power brands” they associate with. Brands and messages which transcend a physical product and connect to one’s lifestyle and way of thinking, are the brands that will keep moving during a slowing economy. Brands, such as Apple, continue to deliver a strong message in order to connect to consumers’ values. These connections, which every company should continue to develop, translate into loyalty and enthusiasm even through a slowing economy.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.