Inflation-Proof Marketing: How Brands Can Win in an Age of Consumer Anxiety

By Kevin Ryan

Inflation anxiety is growing, and shoppers are becoming more selective, value-driven and emotionally invested in the brands they choose to support. This shift presents both a challenge and an opportunity: brands that recognize the evolving consumer mindset and adjust their strategies can win long-term loyalty, while those that fail to adapt risk being left behind.

A recent poll by Rokt found that consumers are not just spending less, they're spending differently:

70 percent of shoppers will spend more with brands that connect with their preferences;
47 percent are more likely to shop again with a brand that delivers a personalized, relevant experience;
78 percent of Gen Z and millennials feel better about purchases when they feel understood by brands; and
74 percent would prefer no offer at all rather than one that feels irrelevant.

Winning in 2025 isn't just about competing on price — it's about building trust, creating value and making every interaction count. Here’s how:

Avoid Ad Overload: Relevance Over Repetition

Research shows that 29 percent of online shoppers abandon carts when they encounter too many ads. The lesson? More ads do not equal more conversions; they can even damage brand perception. So what’s the smarter strategy?

Prioritize relevance over volume. Use artificial intelligence and first-party data to match ads to consumer interests.
Limit retargeting fatigue. If a user ignores an ad three times, it’s time to adjust your approach.
Optimize checkout experiences. Avoid bombarding users with pop-ups at the final purchase stage.

Now more than ever, the consideration stage is where brands can sway consumers. Offering value — e.g., through travel guides, insurance shopping tips or financial advice — is more effective than forcing your brand into their view just before purchase.

Amazon.com provides a strong example. Its AI-driven product recommendations increase conversions without overwhelming shoppers. By suggesting related or complementary products based on data, Amazon makes ads feel like helpful nudges, not interruptions. This approach reduces cart abandonment.

Contextual targeting — i.e., reaching consumers in relevant ad environments — will be indispensable for overcoming ad fatigue. In an inflationary period, irrelevant ads feel especially grating to shoppers sensitive to marketing gimmicks.

Offer Smart Financing and Loyalty Incentives

When budgets are tight, flexibility matters. Consumers are more likely to commit if they feel they're getting a deal or financial cushion.

Flexible payment plans: Zero percent APR financing, "buy now, pay later" options, and extended payment terms lower purchase barriers. For example, Apple’s 0 percent financing plans make premium products more attainable by allowing payments over several months.
Loyalty programs and cashback incentives: Discounts, exclusive offers and early access keep brands top of mind. While Target’s Circle program once served as a model, recent missteps have hurt its value. Brands like REI Co-Op now offer a better blueprint by building community and belonging through loyalty initiatives.

Double Down on Brand Trust and Transparency

With increased scrutiny on price hikes, from grocery stores to rental properties to ticket sellers, consumers are skeptical. Inflation and tariffs will drive up costs across industries. The key to maintaining loyalty? Transparency, delivered authentically.

Patagonia’s “Don’t Buy This Jacket” campaign remains a masterclass. By urging consumers to buy less — even of its own products — Patagonia built extraordinary trust. Today, the brand can credibly explain that price increases fund fair wages, sustainable materials and durable goods.

Ben & Jerry’s offers another example. The ice cream brand's long-standing commitment to fair-trade ingredients and social causes allows it to justify higher prices as part of a broader mission. When consumers ask, “Why is this more expensive?” brands with clear, honorable answers are the ones that earn loyalty.

Inflation Habits Will Outlast Inflation Itself

While inflation will eventually ease, the habits consumers are forming now will endure. Everyday purchases have become more deliberate. Brands that prioritize relevance, flexibility and transparency today will be the ones thriving tomorrow.

This isn't about flooding audiences with more ads, nor about slashing prices to unsustainable levels. It's about being present in the right moments, offering real solutions, and proving that your brand is worth the investment.

Kevin Ryan is client success manager at Nativo, the leading platform helping brands and publishers create advertising that connects better.