I have been getting alot of emails and DMs from my clients about whether or not and how to market in the current economic climate.
In the United States, consumer sentiment has plummeted in early 2025 – the index slid from about 74 at the start of the year to just 57 by March, the lowest confidence level since mid-2022. Over in the United Kingdom, confidence is slightly up from recent lows but still in negative territory.
Analysts call the UK consumer mood “fragile,” warning it wouldn’t take much to knock confidence back down. Canada is seeing similar jitters: a recent Bank of Canada survey notes that trade conflicts and high living costs are damaging consumer sentiment, leaving many Canadians more pessimistic about their finances and planning to spend cautiously on non-essentials. The common thread in all these regions is uncertainty. Inflation, interest rates, and economic policy concerns are making homeowners think twice about big purchases – and that includes premium services like interior design.
From Selling to Serving: Embracing a Service-First Mindset
In this climate, a hard-sell approach will not only fall flat – it can actively turn prospects away. Now is the time to pivot from a “always be closing” sales mindset to an “always be helping” service mindset. What does that mean? It means positioning your marketing and communication to serve your audience’s needs first and foremost, rather than simply pushing your services. Studies have repeatedly found that companies who use empathy in their marketing connect better with consumers – “empathy is the key to connecting with customers, especially in difficult times”.
As an interior designer, you are fundamentally in a service business – you improve clients’ homes and lives. Let that ethos shine through every piece of content you create. Think of it this way: your marketing should feel like an extension of your client service. If a potential client is anxious about investing in design right now, how can your content ease their worries? If they’re confused about the value you provide, how can your messaging clarify it for them? By treating your marketing as an education and support service, you build trust and credibility before any sales conversation. This expert-led but empathetic approach is exactly what today’s cautious clients need to feel confident moving forward.
How To Market Right Now: Reassure, Empathize
What kinds of content resonate in uncertain times? Primarily, content that informs, builds trust, and shows understanding. Here are some high-impact content types to double down on now.
Educational Content that adds value:
Share your expertise freely. Write blog posts or newsletters with design tips, renovation planning guides, or “how to maximize the impact of a redesign on a budget.” This positions you as a helpful expert rather than a salesperson. When clients are skittish, knowledge is comforting – if you teach them something useful (like how to avoid common remodeling mistakes), you demonstrate value before they even hire you. This thought leadership approach keeps you top-of-mind and shows that you understand their need to make informed decisions. (In fact, thought leadership becomes even more important in a downturn, because clients gravitate toward firms they trust to guide them wisely.)
Behind-the-Scenes and Process Stories:
Pull back the curtain on your work. For instance, share a “day in the life” on a project site, or an Instagram Reel of you sourcing materials with notes on why you chose them. Showing behind-the-scenes content humanizes your brand and builds an emotional connection. It reassures potential clients that you have a clear, honed process to deliver results (e.g. demonstrating how you handle budget planning or solve unexpected issues). In times when buyers are nervous, seeing how you work instills confidence that you’re organized, transparent, and client-centered in your approach.
Trust Signals and Success Stories:
Now is the time to spotlight testimonials, case studies, and real client success narratives. Hearing in-depth stories of how you helped a homeowner love their home (and perhaps how you kept the project on track despite challenges) can address the very fears prospective clients have. Don’t just post a quote saying “She’s great!” – go deeper. Write a short case study on how you helped a family redesign their living space to better enjoy stay-at-home time, or how your design increased a property’s value. These stories provide social proof and tangible outcomes, helping cautious buyers see that investing in your premium service pays off. It builds the emotional reassurance that “others trusted this designer and are thrilled with the result,” which lowers the perceived risk of reaching out to you.
Helpful, Empathetic Advice:
Consider content like Q&A sessions, “Ask a Designer” webinars, or problem-solving posts that tackle common worries. For example, a video addressing “Is now a bad time to invest in my home decor?” where you candidly discuss how to get value from design even during economic lulls, will position you as a trusted advisor. You’re directly acknowledging the questions on their mind. This kind of empathetic content says, “I hear you, I get what you’re feeling, and here’s some guidance.” It’s a soft but powerful way to build relationship equity. By being present and helpful in their decision-making process (with no immediate strings attached), you become the obvious choice when they are ready to move forward.
Why these content types? Because they all deliver real substance and nurture trust. You’re giving your audience something useful or relatable at a time when they crave guidance. This strategy-forward content marketing proves your expertise and stability, indirectly reinforcing that your business is solid and premium. A designer who keeps showing up with valuable insights appears far more reliable than one who disappears when times get tough. In uncertain times, consistency and generosity in content are a service in themselves.
While you should definitely continue to market your services in an economic slowdown…
Avoid these tactics (no matter what kind of economy)
No Pressure, No Gimmicks
Equally important is knowing what not to say right now. Certain high-pressure or hype-driven tactics can backfire badly with today’s wary clients. Steer clear of the following messaging pitfalls:
Hard-Sell Pushiness:
Ditch any language that feels like an aggressive sales pitch. For example, “Act now, don’t miss out!” or incessantly urging people to “Book your project today!” can feel tone-deaf. When buyers are cautious, a pushy tone triggers skepticism. As one marketing guide advises, emphasize value and empathy instead of pushing the sale. In practice, that means your copy should speak to the client’s needs and outcomes, not your need to close a deal. Replace “Schedule a consult or you’ll regret it” vibes with “Here’s how we can help you whenever you’re ready.” You’re still making a clear invitation to work together, but in a warm, service-oriented way rather than a salesy way.
Urgency-Driven Scarcity Gimmicks:
In booming times, tactics like “Only 2 spots left!” or “Book now before our prices go up!” might spur action. In an anxious market, though, these can come across as manipulative or simply not credible. Clients may think: “If business is slow, why the hard urgency?” or feel pressured and back off. Unless a scarcity message is 100% genuine (e.g. you truly have limited slots and demand to match), it’s safer to avoid this tone. Scarcity marketing relies on FOMO and pressure – emotions that stressed consumers already have in excess. Your messaging should reduce stress, not add to it. Focus on welcoming those who are the right fit, when they are ready, rather than creating artificial urgency.
Price Drop Appeals or Discounts:
It may be tempting to dangle a discount to lure clients in tough times – resist that urge. Discounting not only cuts into your margins; it undermines your brand positioning that took you years to establish. Expert analyses of luxury brands note that “offering discounts can dilute brand image”, eroding the aura of quality and exclusivity. Rather than advertise sales or special deals, reinforce what makes your service worth the premium. (Example: Instead of “10% off design packages this spring,” try messaging like “This is an investment that will increase the value of your home for years to come.”) You can support premium pricing by communicating superior value – without slashing prices. Clients who can afford high-end design are more persuaded by trust and quality, not by a race to the bottom. Stay confident in your worth; adjust your message, not your price.
Anything Tone-Deaf or Insensitive:
Lastly, be very mindful of the overall tone. Avoid bragging about lavish projects or complaining about “lack of clients,” and don’t gloss over the situation with “everything is awesome!” positivity either. A balanced, genuine tone is key. You want to acknowledge the climate without dwelling in negativity. For instance, saying “We know many families are watching budgets carefully this year” shows you get it. But then pivot to how you can help maximize value or create joy at home regardless. Don’t, however, use fear to drum up business (e.g. “If you don’t redesign now, you’ll miss out when everyone else is!”). Aim for empathetic professionalism – neither doom-and-gloom nor ignorant of reality. Your messaging should make clients feel understood and respected.
Aligning Your Brand with Buyers’ Emotional Needs
Beyond specific content pieces or phrases, take a strategic look at your overall brand positioning. Now more than ever, your brand should project stability, empathy, and unwavering expertise. Remember, potential clients in the U.S., UK, and Canada are looking for signals that hiring you won’t be a risk. They need to feel a certain way to move forward: safe, understood, and confident that they’ll get value from working with you. Here’s how to align your brand with those psychological needs:
Lead with Empathy and Understanding:
Make it abundantly clear that you understand the worries and dreams your clients have right now. This could mean creating content addressing common fears (as mentioned), but also simply infusing empathy into your tone. Phrases like “I hear from many homeowners that they’re feeling X, and here’s what we’re doing to help” can be powerful. When clients sense that you genuinely care and “get” their situation, it builds an emotional bond. Empathy in marketing isn’t about playing therapist; it’s about validating your client’s perspective. It’s saying, “I see you. You’re not just a project or a paycheck to me.” That feeling of being cared for is priceless in service-based industries. It helps a cautious client trust that you have their best interests at heart (because you do).
Emphasize Value, Outcomes, and Investment Quality:
To support a premium positioning without resorting to discounts, double down on communicating the intrinsic value of your service. Clearly articulate the outcomes and benefits a client gets from your design process. Does your design save the client time and stress by handling all the details? Do you have a track record of increasing property values or transforming how families live in their homes? Highlight those results. In uncertain times, buyers are asking themselves, “Will this be worth it?” Your messaging should resoundingly answer yes, by painting a vivid picture of the lasting value and quality they receive. Focus on quality over cost. Remind them that interior design isn’t a short-term expense, but a long-term investment in their lifestyle and home equity. When you communicate this confidently (backed by examples or case studies), you reinforce that your service is a smart choice for those who want the best – even in a tight economy.
Show Your Expertise and Authority (Strategically):
People entrust their precious homes and money to designers who demonstrate expertise and leadership. This is the time to assert your authority in a helpful way. Host that webinar, publish that insightful article, share a client before-and-after with commentary. Showcase your unique design process or framework (for example, if you have a signature design method or 5-step project roadmap, put it front and center). By consistently sharing knowledgeable content, you position your brand as the go-to expert. This strategy-forward visibility means when a client finally decides “Okay, I’m ready to hire a designer,” your name is the first that comes to mind – associated with competence and trustworthiness. Authority, when combined with approachability, makes clients feel secure. They think, “This designer really knows their stuff and has proven solutions – I won’t be wasting my money or time.” That confidence in your capability is what closes deals in a careful market.
Reinforce Your Reliability and Stability:
Another psychological need in uncertain times is the need for safety. Clients want to choose a designer who will be there for them, not someone who might vanish or falter. Small cues in your marketing can convey stability. For instance, maintain a regular posting or email schedule (consistency implies you’re active and steady). Share a glimpse of your continued professional development or any certifications – it shows commitment to your field. Even the way you talk about past recessions or challenges and how you overcame them can instill confidence. The message is, “I’ve weathered storms before, and I’m not going anywhere – you can count on me to see your project through.” By aligning your brand voice to be calm, competent, and future-focused, you ease the fears that might otherwise hold clients back from engaging.
Keep in mind that positioning yourself as a premium, trusted design partner is a holistic effort. Every touchpoint – from your Instagram captions to your consultation calls – should echo the sentiment that you deliver value, not just a service. You’re not just designing rooms; you’re solving problems, improving lives at home, and wisely guiding clients’ investments. When your brand consistently reflects this high-level service mentality, you attract clients who appreciate and expect premium service (and are willing to pay for it). Your messaging can indeed uphold a luxury positioning in tough times by emphasizing those intangibles like trust, peace of mind, and expertise, rather than price cuts or flashy claims.
In This Economic Climate: “Serve First, Sell Second”
Economic ups and downs are an inevitable part of doing business, but they don’t have to stall your growth. The key to thriving now is a mindset shift.
By pivoting from sales to service in your marketing, you put the client’s needs at the center of your strategy. You meet your audience where they are: anxious, seeking guidance, value-focused. Instead of pushing offerings, you’re offering help. Instead of urging quick closes, you’re building relationships. This is not about being passive or “waiting out” the storm; it’s a proactive strategy of strategic empathy and authority.
This approach still fully supports your goal of booking premium clients at healthy rates. In fact, it’s the only sustainable way to do so when buyers are hesitant. You’re showing that you’re the expert who can be trusted to deliver, without resorting to gimmicks or discounts. The designers who implement this service-first marketing mindset will stand out as beacons of trust and quality in a noisy, shaky market. Clients will bookmark your blog posts, open your emails, and remember you when they are ready to hire. And when they do reach out, they’ll be pre-sold on your value because you’ve already been serving them all along. In challenging times, leading with service IS the best sales strategy. It builds the foundation for client relationships that are both resilient and rewarding.
So adjust your content plan, refine your messaging, and let your genuine commitment to helping clients shine through. By doing so, you not only weather the current economic uncertainty – you set your business up to emerge stronger, with a reputation as an empathetic, no-nonsense, and highly capable design professional. That is the marketing mindset that will keep your project calendar fully booked, no matter what the economy throws our way.
If you would like to discuss your design firm’s direction and how to pivot your marketing, please schedule a call and let’s discuss.