Navigating Economic Uncertainty: A Marketer’s Guide to Shifting Markets

If it feels like your marketing strategy needs to pivot by the week, you’re not imagining it.

In 2025, economic volatility and political uncertainty are reshaping how and when people make purchases—and brands across industries are feeling the impact. According to Azira’s insights, retail foot traffic has dropped 15% week over week, signaling a more cautious consumer. Auto buyers are accelerating their purchases to avoid looming tariff increases, while restaurants are seeing a decline in visits, with a 46% decrease in restaurant foot traffic week over week. Even travel plans are being reconsidered, as more people cite cost as a major factor influencing their decisions.

With consumers tightening their belts, the pressure is on for marketers to drive performance with fewer dollars, speak to a more value-conscious audience, and prove ROAS across every channel.

No single strategy works for everyone. Different industries are experiencing different shifts—and marketers need to adopt different strategies.

Powered by real-world location intelligence and consumer surveys across retail, auto, restaurants, travel, and more, Azira’s Shifting Markets Playbook equips marketers to understand why consumer behavior is changing, rethink their digital ad strategies, fine-tune messaging, and optimize campaign measurement and attribution—so you’re not just keeping up with change, you’re staying ahead of it.