Fulcrum Thought: Is this a pause to recalibrate, or an excuse to pull back?

Q1 2025 Earnings

Markets feel jittery, but the data tells a more balanced story:

• Consumer spending was up YoY—without any seasonal boost from Leap Year or Easter

• Marketing spend rose ~10% on average across major banks

• Only one issuer pulled back on marketing spend

• As Brian Moynihan said: “Consumers are still solidly in the game.”

This is the first real “pause” since the pandemic-era rebound, but it’s just that: a pause, not a pivot. The train is still moving!

Marketing teams have a choice: respond to noise or align with signal.Uncertainty Is Real, But So Is the ConsumerMarketing in a Moment of RecalibrationWhile macro uncertainty lingers, most banks didn’t blink. They increased marketing investment to stay top-of-mind, reinforce product value, and stay competitive in credit acquisition. Consumers are still swiping, clicking, booking, and expectations haven’t slowed.