We’re in a period of cautious recovery, but it doesn’t feel steady. Costs are still high, confidence is mixed, and many businesses are operating carefully. That can make it difficult to know what to say to your customers.

We all know staying silent won’t help, but saying the wrong thing can be just as damaging. Revising, adjusting and rethinking your marketing messages in today’s economic environment is something all business owners should be giving real brain space to.

But what should you say during an uncertain economic climate?

Economic uncertainty makes people far more considered about where their money goes. Across New Zealand, we’re seeing more price-conscious behaviour, softer discretionary spending, and a strong focus on value.

At the same time, rising costs (fuel, food, electricity) and ongoing uncertainty are influencing confidence and purchase decisions. These “intentional spending’’ behaviours should sit at the centre of how you plan and deliver your marketing. Is what you’re offering actually meeting the needs of today’s consumers?

1. You must ‘tune in’ to your customers’ needs

Take a step back if you haven’t already and really look at what your clients are experiencing. What’s important to them right now? Review any marketing data you have. Read your feedback and reviews. Talk to your clients. Pay attention to what’s happening across your industry and region.

Customers are thinking harder about value right now, so your job is to understand:

• What pressures they’re under
• What problems they’re trying to solve
• What "value" means to them today (hint: it’s not always price)
• How you fit into that equation – are you a luxury, a necessity, a "save up for" or an investment for them?

This pause to learn and reflect on your customers isn’t about stopping your marketing; it’s about making it smarter and more relevant.

2. Tell your unique story (but adjust the tone)

Now is not the time to pull back completely. Businesses that go quiet risk falling behind competitors who stay visible. But equally, acting like everything is "business as usual" can miss the mark.

People are looking for:

• Clarity (less noise, more relevance)
• Honesty (what you can actually deliver)
• Practical value (not just constant messaging/offers)
• A human tone (not AI slop)

Share your stories, your expertise, your people, your community involvement. Show how you’re adapting. Show how you’re helping. Show how you’re solving their real-world problem(s) with your product/service.

Authenticity matters more than ever, and it consistently outperforms overly polished or large-budget messaging in New Zealand. Don’t be afraid of a camera, a spelling mistake or an imperfect process – just be real and provide the best customer service you can.

3. Focus on your existing customers and retention marketing

In a softer economy, your current customers are your greatest asset. New customer acquisition can become harder and more expensive when confidence is low and spending is tight. So:

• Strengthen existing relationships
• Stay in touch
• Add value wherever you can

Your loyal customers may take longer to purchase but they’re still your strongest advocates. And word-of-mouth remains one of the most powerful (and cost-effective) marketing tools you have, so be sure to capture great reviews/testimonials, videos, stories or case studies from your current customers.

4. Watch what you say and how you say it

Tone matters. Consumers are more cautious, more informed and more selective than they’ve been in years. A hard sales push can feel tone-deaf and erode trust quickly. On the flip side, messaging that clearly demonstrates value, understanding and relevance stands out.

Spend time refining:

• Your buyer personas – who are they and what are their current pain points?
• Your key messages – are you mirroring what your customers are asking for?
• Your language – is it authentically you? Casual, serious, funny, sombre?

Ask yourself: Would this resonate with someone who is actively watching their spending right now or weighing up their investments? If not, adjust.

Remember, they may not be deciding between you and your immediate industry competitor; it may be your offer versus the supermarket/holiday/school shoes. Or maybe your big-ticket investment versus property, overseas travel, stock market, etc.

5. Revisit your marketing and communications plan

Now is the time to sense-check everything:

• Your goals
• Your positioning
• Your messaging
• Your content calendar

The economic outlook is improving (New Zealand Economic Snapshot | OECD), but slowly and unevenly. Growth is expected at a modest pace but uncertainty remains. That means your marketing plan needs to be:

• Flexible
• Relevant
• Regularly reviewed

Small pivots now can make a big difference over the next six to 12 months.

In a nutshell

We’re not in crisis mode with our marketing and communications but we’re not in a comfortable, high-growth environment either. Customers are more cautious. Value matters more. Trust matters the most.

Your role is to stay visible, relevant and connected.

In a nutshell: Stay current, keep in touch, build your community, and create marketing content that is useful, clear and genuinely valuable. This doesn’t mean you have to try to keep up with the Joneses with every new advertising trend or PR gimmick; just stick to the channels and tactics that reach your ideal clients/customers and do those as best you can with the resources and information you have.

If you would like more advice about marketing, contact our Baker Tilly Staples Rodway Taranaki experts.