Anxiety is on the rise as blow after blow hits our economy and shakes our sense of stability. Our CEO, Rebecca Brooks, explores what this means for marketers and brand leaders in her new article for Forbes, “Consumers Are Bracing For An Economic Storm. Are Brands Listening?“. Drawing from our May 2025 consumer study, the piece outlines how people are shifting their shopping behaviors and what brands must do in response.

One of the biggest takeaways: consumers are not just worried, they’re already changing their behavior. According to the study, 24% of Americans are cutting back on essentials like utilities. Another 25% are postponing big purchases such as cars and electronics, and one in five is canceling or delaying travel. As Rebecca writes, “These are meaningful lifestyle changes, already underway even before many of the new economic policies took full effect.”

This is not the same as tightening belts for a few months. Instead, Rebecca argues that we’re seeing something deeper: a move toward more permanent lifestyle shifts. “After 9/11, the 2008 financial crisis, a global pandemic, and now the potential for war,” she writes, “we are no longer seeing people react to things with simple belt-tightening. They are seeking to make more substantial, lasting lifestyle changes.”

The article also highlights how perceptions of value are evolving. Loyalty programs, cashback offers, and credit card rewards are no longer just nice-to-have, they’re survival tools. Forty percent of consumers plan to increase their use of loyalty programs that offer discounts. These benefits have become built-in pressure valves, with shoppers gravitating toward brands that offer tangible returns.

Perhaps more importantly, trust in traditional institutions is faltering. Compared to a similar Alter Agents study conducted last year, trust in the federal government dropped from 38% to 29%, and local government trust declined by ten points. “This erosion of faith in traditional authority figures creates a void,” Rebecca notes, “and brands have an opportunity to fill it by showing up consistently, with empathy and by offering genuine support.”

For marketers, the message is clear: old playbooks may not apply. To stay relevant and valuable, Rebecca urges companies to:

• Rethink loyalty as a form of reciprocity, not just retention

• Offer practical ways for consumers to do more with less

• Prioritize authenticity over polish in brand communications

• Watch real behavior rather than wait for sentiment to shift

At Alter Agents, we’re continuing to study these changes as they unfold and working with brands to ensure they are not just reacting, but truly listening.

Read Rebecca’s full article on Forbes here: https://www.forbes.com/councils/forbesagencycouncil/2025/07/02/consumers-are-bracing-for-an-economic-storm-are-brands-listening/