When I was at primary school, quite a few years ago(!), the school motto was ‘Only your best is good enough’.  It seemed to push for perfection. The focus was on the individual. My youngest child has just moved on from primary to secondary school. His school motto was ‘Together rain or shine’ When it was first introduced, I wasn’t sure about it. What did it mean? What did it mean to the children? Over the years it’s become clear. It’s about being there for each other, not being afraid to try new things, and recognising that things aren’t always jolly and rosy.

In the current economic climate, whatever your income, wherever you live you will be feeling the impact of the cost of living crisis and be making changes. They may be big; they may be small. Even high earners are impacted by soaring energy costs and are choosing not to heat their pools or are closing off part of their property to reduce heating bills. The impact may not be the same as for those struggling to put food on the table, but the cost of living crisis is affecting everyone.

The good news, at least for consumers and some brands, is that discount retailers have increased their presence over recent years and are more accepted. Shopping at Aldi or Lidl is a badge of honour, indicating a savvy shopper, irrespective of your postcode.

In addition, supermarket own labels have extended their range and improved quality, frequently coming top in taste tests. So cheaper prices and little to compromise on means there are alternatives, at least in many categories.

But with this shifting landscape, what does it mean for some of the big brands? How do they respond and maintain, or even grow their share?

One behaviour change we tend to see during a downturn is a cut in eating out and take aways which naturally leads to an increase in grocery spend. And of course, some grocery categories continue to thrive during recessions. Snickers were actually introduced during the Great Depression and Cadbury reported record earnings during the 2008 recession.

During a crisis, when larger items may be out of reach and the mood is low, consumers need to find ways to treat themselves. Whether it’s chocolate, a premium spirit or cosmetics, these small luxuries all help to perk us up and feel better, and the stock market performance confirms this behaviour. In each of the three past recessions of the early 1980s, early 1990s and early 2000s the European personal products sector outperformed the broader market by an average of 100%

So back to the question of what brands can do, especially if you’re not in a treating category?

Consumers want to feel happy. This is especially true in times of recession so communicating in ways which show empathy or are humorous can be especially powerful and make your brand stand out. Consumers will remember how you make them feel.

Giving consumers choices enables them to remain connected to your brand and makes them feel empowered. Some consumers may choose a smaller pack size than before or switch to a different payment plan but they’re still buying your brand rather than switching to a competitor. It’s happening across all types of business and at all levels. My local junior football team used to take one annual subscription payment but has switched to four smaller, more manageable payments. This has enabled all the children to continue playing, not just those who can afford the one-off payment. It’s a win win.

And then of course there’s cheaper prices and discounts. It’s a strategy that needs to be carefully managed to avoid becoming a discount brand. Consumers need to continue to recognise the value you bring. Tesco’s strategy of offering a regular price and a Clubcard price across a broad and increasing range of items is certainly drawing me in. I’ve shopped there several times over the last week, despite it not being my ‘usual’ store.

What is clear in these uncertain times is that it’s extremely dangerous for brands to do nothing. For radio silence. If your consumers can’t see or hear you then they’ll soon forget you.

Building trust and loyalty is on-going, not just in the good times. If you don’t demonstrate empathy in their times of need, they may replace you. They need to value you and what you give them.

Weathering the storm together, understanding your customers lives and challenges, and supporting them in times of uncertainty is what’s needed.

Together rain or shine.