Skip to content

Navigating Your Business Through a Recession

Running a business in Aotearoa is not always smooth sailing, especially when economic downturns like recessions hit. However, with careful planning, strategic decision-making, and the Kiwi can-do attitude, it's possible to steer your business through these choppy waters and even emerge stronger on the other side. In this blog post, we will share some essential tips for managing your New Zealand business through a recession.


Review and Refine Your Business Strategy:

The first step in recession-proofing your business is to review your current strategy and make any necessary tweaks. Take a deep look at your products or services, target market, pricing, and competitive landscape - both locally and in the broader Asia-Pacific region. Identify areas where you can streamline operations, trim costs, or diversify your offerings to stay buoyant in a shifting market.

Preserve Cash Flow:

In the midst of a recession, cash flow becomes the life preserver for your business. Implement measures to keep your cash flow healthy by keeping a close eye on expenses, negotiating favourable terms with suppliers, and incentivising timely customer payments. Consider cutting unnecessary costs and finding creative ways to generate revenue, such as exploring new markets or launching innovative products or services.

Build Strong Customer Relationships:

Your existing customers are key to your business's survival during a recession. Focus on strengthening relationships with them by delivering exceptional customer service, providing personalised solutions, and demonstrating value. Regularly communicate with your customers, listen to their needs, and adjust your offerings to match. Building customer loyalty not only safeguards revenue but also creates valuable word-of-mouth referrals.

Maintain a Robust Marketing Presence:

During challenging economic times, many businesses tend to rein in their marketing. However, maintaining a robust marketing presence is crucial for survival and growth. Develop a targeted marketing strategy that underscores the unique value your business brings to customers. Explore cost-effective marketing channels, such as social media, content marketing, and email campaigns, to reach your target audience without blowing the budget.

Embrace Innovation and Flexibility:

Recessions often trigger changes in consumer behaviour and market dynamics. Embrace innovation and flexibility as key drivers for your business. Encourage your team to think creatively, investigate new ideas, and spot opportunities for growth. Consider tailoring your business model to meet evolving customer needs, such as offering online services or implementing new technologies to improve efficiency.

Invest in Your Team:

Your employees are the backbone of your business, and their morale and productivity can significantly impact your business during a recession. Communicate transparently with your team, providing updates on the business's performance and involving them in decision-making processes. Offer training and professional development opportunities to enhance their skills, boost morale, and foster a sense of loyalty and commitment.

Stay Abreast of Market Trends:

Keep informed about market trends, economic indicators, and changes in consumer behaviour. Regularly review industry reports, participate in local business events, and engage with industry experts. Being aware of market shifts will help you identify emerging opportunities, anticipate challenges, and make informed decisions that give your business a competitive edge.



Managing a business through a recession requires a proactive and flexible approach. By re-evaluating your strategy, preserving cash flow, building strong customer relationships, investing in marketing, embracing innovation, supporting your team, and staying alert to market trends, you can set your business up for resilience and success. Remember, a recession can also be a time of opportunity, so stay focused, stay agile, and be prepared to make strategic moves that will benefit your business in the long run.


Scroll To Top