Amid tariff uncertainty, geopolitical instability, and growing concerns about a potential recession, advertisers are being forced to navigate tough decisions. According to The New York Times, leading brands are taking a more cautious approach — scaling back budgets and pausing campaigns in response to an increasingly unpredictable landscape. In a climate like this, it's understandable that brands are seeking stability and re-evaluating how to best connect with their audiences.
For B2B brands, thought leadership offers e a powerful way to demonstrate your ability to “solve, not sell” in unpredictable times. When nearly 90% of global B2B buyers say that their purchase processes are becoming longer and more complex, brands that help simplify decision-making can earn both trust and market share. High-quality thought leadership is uniquely positioned to do just that.
Unlike traditional advertising, which often gets ignored during crisis cycles, effective thought leadership content delivers value by helping decision-makers:
- Rethink business challenges
- Discover emerging threats and opportunities
- Feel more confident making difficult calls
Your customers want to hear from you – especially if you can provide clarity around their business. In fact, 60% of B2B decision-makers say a strong piece of thought leadership made them realize they were either missing a business opportunity or vulnerable to a potential threat.
Trust Is the New Currency
When budgets shrink and scrutiny grows, buyers are less receptive to product pitches. They want proof that you understand their world. 73% of B2B decision-makers say thought leadership is a more trustworthy way to assess a company’s capabilities than marketing materials or product sheets.
Better still, consistent production of high-quality thought leadership increases the likelihood that buyers will:
• Invite your brand to RFPs (86%)
• Pay a premium for your expertise (60%)
• Begin buying from you (54%) In other words, thought leadership can move prospects from the sidelines—and keep your current customers from walking away.
The Competitive Risk of Silence
Going dark in times of uncertainty creates a void. If you’re not proactive with your expertise and insights, someone else will be. And that someone might be a competitor. In fact:
• 70% of C-suite executives say thought leadership has made them reconsider staying with an existing supplier
• 25% say it led them to end or significantly reduce that relationship
This is a powerful reminder: thought leadership isn’t just about winning new business, it’s a defensive moat for maintaining your existing client relationships.
What High-Impact Thought Leadership Looks Like
Not all thought leadership is created equal. In a content-saturated market, mediocrity gets ignored—and can even backfire. According to our research, the highest-performing content has three key traits:
1. Backed by robust data and third-party insights
2. Helps buyers understand their challenges more clearly
3. Offers concrete, actionable guidance
What it doesn’t do: Sell. Buyers are 46% less likely to trust thought leadership that’s overly focused on products.
Final Thought: Recession-Proofing Your Reputation
When others pull back, your voice can become the beacon. Thought leadership, done right, positions your brand not just as a vendor, but as a strategic advisor.
For B2B advertisers worried about the future, this isn’t the time to pause. It’s time to lead the conversation.
Because when the economy recovers – and it will – buyers will remember who helped them weather the storm.
Source: Edelman-LinkedIn B2B Thought Leadership Impact Reports
Joe Kingsbury is Global Chair of Edelman Business Marketing.
Hannah Buzicky is the Senior Vice President, Global Development Manager for Edelman Business Marketing.