According to the survey conducted among 134 global brand leaders, 49 percent of respondents plan to slightly or significantly increase their expenses with advertising and marketing in 2025, compared to 2024. Over one-third of respondents reported they intend to maintain their media budget in the same level as in the previous year.

A survey conducted among global brands revealed that talks of a recession in 2023 influence their media budget decisions. Nearly ** percent of the multinationals surveyed agreed or strongly agreed that an economic crisis is taken into consideration when planning advertising and market expenditures for 2023.

According to the survey conducted among 134 global brand leaders as of November 2024, 49 percent of respondents planned to increase their 2025 media budget in comparison to the previous year. Nearly 20 percent expected to decrease advertising and marketing spending. Respondents located in North America (24 percent) were more likely to shrink their media budget, while 50 percent of those in Europe, the Middle East, and Africa planned to raise spending.

According to the survey conducted in February 2025, around *** out of 10 B2C and B2B marketers in the United States reported being cautious with spending decisions due to geopolitical tensions. Roughly ********* of respondents mentioned shifting spending to the year's second half.

The economic effects of wars and recessions can have significant impacts on consumer attitudes and behaviors. Understanding how these attitudes and behaviors change impacts during challenging economic times is crucial for financial education and management. A survey was conducted to investigate the financial attitudes and behaviors of individuals during a recessionary period. The survey included questions about age, financial education level, savings behavior, attitudes towards debt, gender and financial management behavior, age and financial education, and income and savings behavior. Data were analyzed using t-tests and ANOVA. Participants with higher income level had higher levels of savings and investing behaviors than those with lower income levels. Participant with a higher level of formal education in finance had higher levels of budgeting and investing behaviors than those with a lower level of formal education in finance. Additionally, participants who reported higher levels of self-rated financial knowledge had higher levels of all financial management behaviors (budgeting, saving, investing, and debt management) compared to those with lower self-rated financial knowledge. The findings suggest that financial education and management programs should target individuals with lower income levels and less formal education in finance. Additionallt, promoting self-rated financial knowledge may be a useful strategy for improving financial management behaviors. Future research could explore the effectiveness of different financial education and management programs on improving financial attitudes and bevaiors during recessionary periods.

The recession that most of the world economies have been facing in the last years has caused a great interest in the study of its macroeconomic effects. In this context, a debate has resurged regarding the advertising investment, as for its potential capacity to impel the consumer spending and to impact positively on the economic recovery. This idea, sustained in the so-called Galbraith's hypothesis, constitutes the core of this paper, where the main objective is to test that hypothesis by means of an empirical analysis. In this study, we focus on the Spanish case and the data correspond to the period 1976 -2010. A cointegration analysis is carried out, using two different approaches (Engle-Granger test and Gregory-Hansen test, respectively), to determine if there is any relationship between the advertising investment and six macromagnitudes (GDP, National Income, Consumption, Savings and Fixed Capital Formation), as well as the registered unemployment rate. Based on the results obtained, we conclude that Galbraith's hypothesis is not fulfilled for the Spanish case.

The South African advertising industry is projected to grow from **** billion U.S. dollars in 2011 to **** billion U.S. dollars by 2023, owing to factors such as the growing number of advertising agencies, increased advertising spend by enterprises and the growth in digital and mobile advertising. Although TV and video was the largest medium in 2019, internet advertising is expected to account for the major share in the medium term, owing to growing internet penetration and the increasing number of mobile internet users. In fact, mobile advertising revenue is projected to grow over two-fold between 2018-2023. In terms of ad spend, Shoprite Holdings is the highest spender, with a total spend of nearly **** billion South African rand in 2017-18. Clientele Life, followed by Unilever South Africa, Outsurance Insurance and Coca Cola South Africa follow suit respectively. The Omnicom media group is the leading advertising agency, having garnered *** million U.S. dollars in 2017, followed by the Media shop and Mindshare. Advertising industry likely to experience recession in the short term Industry experts predict that a recession in the advertising sector is highly probable as enterprises all over the world are reducing their ad spend and postponing ad campaigns, owing to Covid-19. According to data from the World Federation of Advertisers, nearly ** percent of large advertisers are deferring planned ad campaigns, including Coca Cola, Unilever, Visa and Airbnb.

The television broadcasting industry comprises the planning and broadcasting of television programmes that are made up of a combination of programme components that are either purchased from production companies outside the industry or produced by the television broadcasters themselves. A distinction is made between free-to-air TV broadcasters, which are mainly financed by advertising revenue and, in the case of public broadcasters, by the licence fee, and pay-TV broadcasters, which are also financed by advertising revenue but also by subscription models in which viewers pay for a specific programme. As this sector is mainly financed by advertising revenue, its development depends on factors such as the accessibility of the population, its willingness to pay, which is generally determined by household income, and the business expectations of advertising companies. The better these indicators develop, the higher prices can be achieved for advertising time on television. However, streaming services and online video portals have become an increasingly popular alternative to television in recent years, which is worsening the industry's market position. With the sharp decline in sales, profit margins have also fallen to a very low level and are expected to remain there.Industry revenue fell by an average of 4.7% per year between 2019 and 2024. In 2020 in particular, there was a significant drop in revenue due to the decline in advertising income. Consumers had to cut back on their spending due to the pandemic-related recession and companies experienced liquidity bottlenecks, forcing them to reduce their TV advertising budgets. In the hospitality industry, many pay TV subscriptions were cancelled due to business closures. Teleshopping, on the other hand, recorded sales growth as many consumers shied away from shopping in bricks-and-mortar retail outlets and demand for consumer goods shifted to mail order. In the current year, industry sales are expected to fall by 1.3% to 8.8 billion euros. This is due to the deterioration in business expectations as a result of the Ukraine crisis as well as the sanctions against Russia and the associated economic uncertainty.An average annual decline in revenue of 1.6% is expected for the period from 2025 to 2030, meaning that revenue in 2030 is likely to be €8.2 billion. In addition to the expected increase in digitalisation, which will favour competition from alternative video services, this decline is also due to the falling number of people aged between 18 and 64, who represent the advertising-relevant audience. This is likely to have a negative impact on the demand for television offerings and therefore on the advertising revenue of industry players.

During a 2025 survey in the United States, marketers' optimism level about the American economy declined to **** points, down from **** in Fall 2024. Optimism was at its lowest level since Fall 2022 - that year, Russia's invasion of Ukraine led to global economic uncertainty, while high inflation and recession fears also added to a general negative sentiment.

Exhibition Stand Market size was valued at USD 51.55 Billion in 2023 and is expected to reach USD 73.98 Billion by 2031 with a CAGR of 5.29% from 2024-2031.

Global Exhibition Stand Market Drivers

Increasing Trade Shows and Exhibitions: A growing number of trade shows, expos, and exhibitions across various industries drive demand for exhibition stands. Businesses use these platforms to showcase products and services, network, and engage with potential customers.

Rising Marketing Budgets: Companies are investing more in marketing and advertising, which includes creating impactful exhibition stands. The shift toward experiential marketing, where customers engage with brands in person, supports this trend.

Global Exhibition Stand Market Restraints

Economic Downturns: Economic instability or recession can lead to reduced marketing budgets for companies. Businesses may cut back on participation in exhibitions or opt for less expensive stand solutions.

Digital Transformation: The rise of virtual and hybrid events can reduce the demand for physical exhibition stands. Companies may choose to invest in digital marketing more than in traditional trade shows.

According to recent market data, it was calculated that in 2022 newspaper ad spending worldwide is expected to decrease by *** percent compared to 2021. This medium has been receiving less attention from advertisers since 2008, with the second highest drop a year later, most probably as a result of recession. In 2020, when the coronavirus broke out, newspaper ad spend experienced the largest negative growth to date.

Recent economic fluctuations have bolstered revenue volatility for fashion designers. COVID-19 lockdowns in 2020 sharply reduced in-person retail demand, causing revenue to plummet. As restrictions eased and incomes rose with mass vaccination, spending on fashion designers rebounded, fueling substantial revenue growth in 2021 and 2022 and contributing to the modest climb in providers’ profit from 2020 to 2025. However, sky-high inflation in 2022 led the Federal Reserve to hike interest rates, dampening consumer confidence and discretionary spending, resulting in slower revenue growth in 2023 and 2024. With future interest rates uncertain, partly because of new tariffs, designers face continued market unpredictability and are likely to invest more in marketing to build customer loyalty. Meanwhile, sustainability has become crucial, with designers responding to rising consumer expectations for eco-friendly, ethical practices and gaining loyalty and revenue from these strategies. Digital tools and AI now drive efficiency and personalization, bolstering designers’ popularity. Overall, revenue for fashion designers in the US has soared at a CAGR of 8.6% over the past five years, reaching $4.4 billion in 2025. This includes a 2.1% gain in revenue in that year. Moving forward, fashion designers are expected to see positive but slower revenue growth. While rising disposable incomes and steady consumer spending will support demand, providers won’t enjoy pandemic-era surges, limiting companies’ expansion. The aging population will also constrain revenue, as fewer people will need professional attire because of a lower percentage of the population in the workforce. Recent tariff increases by the US on all countries’ imports, starting in April 2025, have stirred economic uncertainty, escalated manufacturing and retail costs and reduced disposable income. This has heightened the risk of recession and would likely dampen demand for designers’ services in 2025 and 2026. Regardless, collaborations with luxury designers and growing inclusivity, such as adaptive and size-inclusive lines, will expand designers’ market reach, with designers who prioritize accessibility benefiting most from evolving consumer expectations. Overall, revenue for fashion designers in the US is forecast to expand at a CAGR of 2.3% over the next five years, reaching $4.9 billion in 2025.

During an online March 2023 survey among business-to-business (B2B) marketers in the United Kingdom (UK), ** percent of respondents stated that economic recession was the primary driving force of the marketing budget changes. Inflation and rising interest rates followed with ** and ** percent, respectively. According to the same study, ** percent of respondents reported significantly or slightly reduced marketing budgets.