The COVID-19 pandemic upended the 2020 plans of many B2C marketers — amounting to a projected 28% decline in US marketing spend through 2021. Brands improvised, cutting media spend and adjusting their previous marketing strategies to accommodate rapid shifts in consumer behavior. Many companies, especially those in hard-hit industries like travel and fashion retail, were forced to reduce marketing headcount and budgets to mitigate financial losses.

Even as businesses reopen, consumer anxiety and economic uncertainty affect shopping behavior and recovery timelines. Marketers need guidance on how to preserve customer relationships and remain agile amid this ever-changing new “normal.” To that end, we’ve created a collection of research that will help our clients devise an adaptive marketing approach that delivers value for customers even in changing conditions.

How The Pandemic Affects Marketing

Crafting Your COVID-19 Marketing Strategy

Adjusting Your Marketing Budgets

Not a Forrester client? Visit our COVID-19 hub for further insight on responding, managing, and leading during a pandemic.