As U.S. consumers adjust their behaviors due to concerns over possible price increases due to tariffs, CMOs must prepare now to adapt their brand strategy, positioning and messaging in order to compete, according to Gartner, Inc.A Gartner Consumer Community survey of 399 U.S. consumers, conducted in May 2025, showed that 70% of U.S. consumers are making significant changes to their day-to-day spending, including cooking at home more frequently, trading down to lower cost or generic brands, and choosing smaller package sizes of fast-moving consumer goods – products with a lower retail price but a higher cost per unit.The survey found this shift is coupled with an increased focus on saving money and paying down debt, reflecting classic recessionary behaviors last seen in the early 2010s (see Figure 1).“As consumers begin to act as though a recession is on the horizon, brands should revisit the proven strategies that helped them weather tough times 15 years ago,” said Kate Muhl, VP Analyst in the Gartner Marketing practice. “A strong recession playbook means understanding that, unlike during inflation, consumers are less likely to blame brands for broader economic downturns. This gives brands a unique opportunity to strengthen relationships through empathetic messaging and support.”