CFO Playbook: 25 Strategies to Counter Declining Consumer Confidence

A key economic indicator is flashing a warning signal. Consumer confidence saw its fifth consecutive monthly decline in April. And while CFOs have little, if any, control over the underlying economic factors contributing to that sentiment, they’ll have to think about how their organizations should respond in the face of future uncertainty, both in the short-term and beyond.

“Consumer confidence declined for a fifth consecutive month in April, falling to levels not seen since the onset of the COVID pandemic,” said Stephanie Guichard, senior economist, Global Indicators at The Conference Board.

How that sentiment will play out remains to be seen, but caution might be warranted. 

“Rattled consumers spend less than confident consumers,” said Carl Weinberg, chief economist at High Frequency Economics. “If confidence sags and consumers retrench, growth will go down.”

Meanwhile, the Atlanta Federal Reserve is forecasting a 0.4% decline in GDP after adjusting for imports and exports of gold.

More than ever, CFOs must think more about how to create value amid an environment with significant headwinds.

So, what can a CFO do? Here are 25 ways finance leaders can consider to counter declining consumer confidence.

1. Rigorous cost optimization: Identify and eliminate non-essential spending across all departments to improve profitability even with lower revenues.

2. Enhanced cash flow management: Implement tighter controls on receivables, payables, and inventory to maximize liquidity and working capital.

3. Scenario planning and stress testing: Develop financial models that simulate various economic downturn scenarios to understand potential impacts and prepare mitigation strategies.

4. Diversification of revenue streams: Explore new markets, product lines, or service offerings that may be less susceptible to current consumer sentiment and offer the possibility of robust growth.

5. Strategic pricing adjustments: Analyze price elasticity and consider targeted promotions or value-based pricing to maintain sales volume without sacrificing margins excessively.

6. Strengthened investor relations: Proactively communicate the company’s resilience and strategic responses to investors to maintain their confidence and support.

7. Prudent capital expenditure management: Defer or scale back non-critical capital projects to conserve cash and prioritize investments with the highest potential returns in the current environment.

8. Supply chain optimization: Negotiate better terms with suppliers, explore strategic sourcing options, and improve inventory management to reduce costs and mitigate potential disruptions.

9. Focusing on customer retention: Put the customer first. Invest in customer-loyalty programs and enhance customer service to retain existing customers because acquiring new ones might become more challenging.

10. Data-driven decision-making: Use analytics to gain deeper insights into consumer behavior shifts and market trends to inform strategic adjustments.

11. Exploring strategic partnerships: Collaborate with other businesses to share resources, access new markets, or offer bundled solutions that provide greater value to consumers.

12. Refinancing and debt restructuring: Evaluate existing debt obligations and explore opportunities to refinance at lower interest rates or restructure terms to improve cash flow.

13. Investment in automation and efficiency: Implement technologies that can automate processes, reduce labor costs, and improve operational efficiency.

14. Employee engagement and retention: Maintain a motivated and skilled workforce to ensure productivity and service quality during challenging times.

15. Agile budgeting and forecasting: Implement more frequent and flexible budgeting processes that allow for quicker adjustments based on evolving market conditions.

16. Focusing on value proposition communication: Clearly articulate the unique value and benefits of the company's offerings to justify pricing and maintain customer interest.

17. Developing contingency funding plans: Secure lines of credit or explore other financing options to provide a financial buffer in case of prolonged economic weakness.

18. Rethinking key performance indicators (KPIs): Track leading indicators of consumer confidence and business performance to identify potential issues early and reconsider what success will look like to your organization.

19. Exploring government incentives and support: Research and use available government programs or incentives designed to support businesses during economic downturns.

20. Investing in marketing and branding: Maintain a strong brand presence and adapt marketing messages to resonate with the current concerns and priorities of consumers.

21. Fostering a culture of innovation: Encourage employees to identify new ways to improve efficiency, reduce costs, and create value for customers in the current environment.

22. Strategic asset sales: Consider divesting non-core assets to generate cash and streamline operations.

23. Insurance and risk management review: Ensure adequate insurance coverage and review risk management strategies to protect the company from potential financial losses.

24. Transparency and communication with stakeholders: Maintain open and honest communication with employees, customers, suppliers, and lenders to build trust and manage expectations.

25. Long-term strategic vision: While addressing immediate challenges, maintain a focus on the long-term strategic goals of the company and position it for future growth when consumer confidence recovers.