The actual recession marketing tactics that helped brands survive + how your team can implement them

In 2020, I interviewed Andrea Lisbona for Forbes about her less than two-year-old hand sanitizer brand, Touchland. The pandemic was wreaking havoc and the very green startup needed to act quickly and smartly.

That they did — tightening their marketing strategy to meet the demands of the times. It was a real-time masterclass in surviving turbulent periods.

Fast forward to today: If the recent $700 million acquisition by Church & Dwight is any indication, Touchland didn’t just survive — they’ve established themselves as a major category leader.

In this post, I’ll review 10 companies, including Touchland, that viewed turbulent times as opportunities to innovate, scale, and build invaluable loyalty.

1. Touchland

Touchland sells hand sanitizers and body and hair fragrances. They feature lovely scents and unique packaging for their products, aiming to turn mundane moments into little bursts of delight.

During the pandemic, Touchland doubled down on empathy, transparency, and two-way communication via social media, email, and SMS, ensuring their customers felt seen and supported.

“During a time of global uncertainty, we leaned into uplifting, sensorial experiences that helped people feel a sense of joy,” Lisbona told me in a more recent check-in for this piece. “It was critical to lead with transparency, empathy, and innovation. We weren’t just selling a product; we were redefining what personal care could feel like.”

Setting out to make hand sanitizer feel less like a commodity and more like a personal care experience, they ditched traditional ads (likely saving them a pretty penny) and leaned heavily into content creators, earned media, and impactful storytelling (including behind-the-scenes footage — something consumers love to see).

What They Got Right

I think what made Touchland stand out from other hand sanitizer companies during the pandemic was their focus on connecting with customers on a personal level. Check out this Instagram post, for example.

In this day and age, the personal connection via social media and content marketing feels more authentic than paid ads. Touchland successfully tapped into the emotional side of self-care, which was especially resonant during a global health crisis.

“One of the biggest lessons was that agility beats perfection,” shares Lisbona.

“During the pandemic, we had to make fast, key decisions with incomplete information. Whether it was pivoting our messaging, adjusting supply chain operations, or scaling fulfillment in real time, the experience taught me to lead with decisiveness and trust my instincts.”

What Teams Can Learn

Building two-way dialogue with your audience is vital. I recommend tapping into HubSpot’s conversational chatbot builder as a great start. When you invest in community-oriented brand building, it makes all the difference.

2. TeamLogic IT

TeamLogic provides IT solutions and consulting services for small businesses. It was particularly relevant during the 2008 recession. In fact, sales for technology increased during this time. TeamLogic IT stood out by positioning itself as a cost-effective, reliable solution to tech pain points for companies — a move I believe was key to their success.

Fast-forward to the pandemic, and the same customer-first strategy was applied. Responding to the shift towards hybrid work environments, TeamLogic IT helped businesses develop IT infrastructures that could accommodate both remote and in-office operations.

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What They Got Right

I think TeamLogic succeeded during these difficult economic times by staying focused on the changing needs of their clients. They stayed agile and attentive instead of doubling down on their current offerings. This is why listening to your audience is so key, whether that is through customer surveys or social listening.

What Teams Can Learn

Focus your offerings on what customers need most during uncertainty. How can you offer solutions that are both cost-efficient and reliable?

3. Netflix

Netflix needs no introduction. But in case you’ve forgotten (or are too young to remember), Netflix wasn’t always the streaming giant they are now. They used to rent physical DVDs sent via mail to its customers.

When Netflix recognized physical video stores and DVD rentals were failing, they started partnering with Xbox and other platforms to make films accessible, affordable, and digital — just in time for the ‘08 recession when people were seeking easy, at-home entertainment.

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What They Got Right

Netflix could have easily gone the way of the dinosaurs, along with so many other outdated technologies. Instead, the company thrived because they were willing to let go of their old way of doing things and invest in the tech of the future.

Back then, it was switching from physical to virtual, while today it is about embracing AI. What remains consistent is that innovation is key for long-term success.

What Teams Can Learn

Don’t be afraid to innovate to meet shifting consumer behaviors and needs. Staying relevant is the only way to thrive.

4. Citigroup

Banks don’t exactly have the best reputation during recessions — economic downturns breed a lot of skepticism and distrust for financial institutions, which is understandable. But Citigroup became one of the few banks to actually grow its assets post-recession by focusing on quality branding, building trust, and supporting local communities.

For example, they launched efforts to support affordable housing and small business lending. They also funded non-profit organizations that provided financial literacy.

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What They Got Right

When your industry is under public scrutiny or has suffered a PR crisis, I think it’s more important than ever to lean into your brand. What’s your mission? What sets you apart from competitors? Why should customers choose you?

Showing up matters. It’s not enough to just offer great services — going the extra mile in being a valuable resource yields solid trust and loyalty. Teams that go beyond their core offerings to genuinely support their customers and communities stand out.

What Teams Can Learn

Lead with your mission. Help customers know what to expect from your brand. If you feel that you don’t have a strong brand identity, I recommend using this free guide to explore, define, and communicate your “why.”

5. Lego

You might assume the toy industry would be deemed unessential during a recession — and you’d be correct. So during the 2008 U.S. recession, Lego decided to expand into a global market, concentrating its efforts on building revenue in Europe and Asia.

The company reached an all-time high profitability by identifying that the best way to weather a domestic storm was to set its sights on untapped territory.

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What They Got Right

As the 2008 recession was most acutely felt by the U.S., expanding into new international markets that were better off financially was a great move for a brand selling unessential goods.

What Teams Can Learn

Thinking small (literally) will cost you. When your home market is tough, looking beyond familiar borders and exploring new opportunities can be the key to survival. If you feel your current market stagnating, you can explore new markets using these tools to expand your reach.

6. Mailchimp

Mailchimp has been through a lot. The email marketing company weathered the economic downturn in 2001 (in fact, that’s when it was founded) and the 2008 recession. In 2008, the company altered its entire model to become a freemium business. Their revenue soared after that.

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What They Got Right

I think Mailchimp is a great example for other SaaS businesses. They knew they offered a valuable service and that many companies would benefit from it, but they recognized that tightening budgets would prevent brands from signing up.

By offering a freemium plan, they could provide real value to businesses at no cost. Once those businesses truly appreciated Mailchimp’s service and wanted to grow, they were willing to pay for the higher tiers.

What Teams Can Learn

Many customers wanted to use Mailchimp during the recession because it was free. By adjusting to the times and offering a no-cost product, the brand was able to grow. They’ve maintained this business model ever since — and you can implement it, too.

Wondering how to price your SaaS products? Check out this blog.

7. Warby Parker

Warby Parker sells glasses in person and online. They sell frames for prescription glasses as well as sunglasses and contacts. What really stands out to me is their innovative way of selling frames online.

I’m a big fan of Warby Parker’s model — I just so happened to be one of their customers during the pandemic. I conveniently selected five frames online and had the chance to test them out at home for free for five days before deciding on which I liked most. Once my decision was made, I then sent them back via a prepaid label. My selection (this time with my actual prescription) made its way to me shortly after.

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What They Got Right

Warby Parker was filling a necessary gap during crisis: Providing a low-pressure and affordable way to shop for fashionable glasses without leaving your house. By making their service available in a different form, Warby Parker was able to weather the pandemic when many other companies went out of business and better serve their customers.

P.S. I still have my “Hughes” in the Chestnut Crystal today — just with an updated prescription. Warby even sends me reminders when my prescription is nearing expiration, along with a suggestion to use their own Virtual Vision Test.

What Teams Can Learn

This is a lesson in how teams can capitalize on industry needs and major unaddressed pain points. Warby Parker created a solution to tedious and expensive eyewear shopping that’s still in demand today. Consider how you can better serve customer needs or make your offering more convenient to today’s customers.

8. Partake Foods

During the pandemic, Partake Foods, an early-stage snack company catering to those with major food allergies, was thriving. It closed a $4.8 million series A funding round in late December 2020, led by investors including Rihanna.

When I exclusively interviewed its founder, Denise Woodard, for Forbes in January 2021, Woodard told me her grind got her very far. “I sold cookies out of my car up and down the street in New York every single day; I drove to natural food stores and did demos every single day . . . there’s so much of a longer grind.”

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What They Got Right

Woodard’s marketing efforts and team have evolved from these early days, but this hands-on approach, purpose-driven storytelling (like leaning into the food allergies of Woodard’s own daughter who inspired the brand), and spirit of connection remain major through lines. This strong brand story and identity make Partake foods stand out from other brands, in my opinion.

What Teams Can Learn

Don’t underestimate the value of mission-driven branding; it’s often what makes you stand out and build lasting loyalty, especially in crowded markets. A strong story and message, even with a niche concept or product, can make all the difference.

9. Rent The Runway

Rent The Runway launched in 2009 to offer high-end apparel and accessories on a subscription or one-time rental basis. The brand was a saving grace during the recession — people with much tighter budgets could experience luxury fashion without the hefty price tag or long-term commitment of ownership.

What’s more, RTR was a welcome option for a growing consumer base conscious of sustainability and mindful consumption.

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What They Got Right

RTR changed luxury apparel shopping forever. Recognizing that most people didn’t have money to burn on fancy clothes for one occasion, they realized they had an opportunity to change a one-time purchase into a rental/subscription model.

What Teams Can Learn

Identifying consumer needs is the foundation for unlocking your most compelling selling points. When you truly understand what your customers are struggling with, hoping for, or aspiring to, you can highlight the aspects of your product or service that matter most to them. Try thinking outside of the box to disrupt the norms and offer something new.

10. Topicals

Topicals, which offers science-backed tailored skin-care solutions, launched in August 2020 at the height of COVID. Stigmas around skin issues and how it affects mental health played a huge role in the brand’s marketing.

Within months, Topicals was selling out repeatedly. I think Topicals’ success lies in identifying the underlying cause of a consumer pain point coupled with a strong community.

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What They Got Right

Topicals created an online community for its customers at a time when most people were isolated and lonely. They took the opportunity not just to promote their product but to genuinely connect with their buyers and connect them to each other.

Want to build an online community, too? Use these templates to get started.

What Teams Can Learn

Consider how you can lean into personalized marketing. I wrote about how Topicals does this masterfully in a previous HubSpot article. Making customers feel special and appreciated is especially important in tough times.

Remember: Opportunity is abundant in turbulent times.

Speaking to Touchland some five years ago, I knew it was poised for greatness. Why? Because its fearless leader had the right mindset and mission.

“Turbulent times force clarity,” says Lisbona. “They make brands focus on what truly matters to customers and eliminate distractions. During the pandemic, we saw a surge in demand for hand sanitizers, but more importantly, we saw a desire for elevated self-care. That insight allowed us to position Touchland not as a utility, but as an indulgent moment of joy in people’s routines.”

I’m inspired by brands like Touchland that use uncertain times to double down on their why. We can all agree that the state of the world will always be unpredictable, but the companies that stand firm in their purpose, aren’t afraid to pivot, and stay attuned to the most pressing needs of their customers are the ones positioned for lasting impact.