Navigating Economic Volatility: Engage and Activate with Resonate Engaged Audiences

In times of economic uncertainty, marketers and analysts are under pressure to perform with fewer resources, while still proving impact.

Resonate’s Engaged Audiences give you real-time visibility into who’s leaning in (and who’s tuning out) across a wide range of economic topics. Every week, Resonate’s NLP engine analyzes online behavior to surface fresh audiences built from people consuming content about real-world issues, like trade policy, interest rates, price sensitivity, and economic anxiety.

About Engaged Audiences:

• Updated Weekly to reflect the most recent behavior
• Can be analyzed to understand more about the people engaging (or not engaging) with these topics, including their psychographics, personal values, and brand preferences
• Targetable Today via direct activation or lookalike modeling

Spotlight on Four High-Impact Audiences (and How to Use Them) 

1. Engaged Audiences > Business and Finance Global Trade > Global Trade Agreements

Why It Matters: These individuals are tuned in to international trade, tariffs, and supply chain issues. Great for brands exposed to global volatility or talking about value, transparency, and sustainability.

Client Strategy: Stop guessing who’s following global economic shifts – these consumers are. Activate messaging that speaks to informed decision-making, transparency, and ethical business practices.

2. Engaged Audiences > Personal Investing > Financial Markets > Stock Market Crashes

Why It Matters: These individuals are experiencing economic anxiety and may be considering major financial decisions. Ideal for financial services, insurance, and premium / luxury categories looking to build trust in tough times.

Client Strategy: If you’re concerned about consumers who may be reducing their spending due to economic anxiety, reach them with this engaged audience. They’re watching, reading, and planning. Meet them there with thoughtful, trust-building messaging.

3. Engaged Audiences > News and Politics > Politics > Policy > Protectionism 

Why It Matters: Reflects politically aware consumers concerned with domestic-first and fair-trade policies. Great for American-made, value-driven, or policy-conscious brands.

Client Strategy: If you're worried about wasting media spend, this audience helps you cut through the noise and reach people actively following economic and political change - not those who've checked out. 

4. Engaged Audiences > Retail > Consumer Packaged Goods (CPG) > Consumer Goods

Why It Matters: Signals active purchase intent across both affluent and budget-conscious shoppers. A key segment for retailers, CPG brands, and e-commerce looking to align with shifting price sensitivity.

Client Strategy: Perfect for campaigns that need to pivot fast. These consumers are actively comparing and deciding—tailor creative based on their values and engage them through media channels they already trust.

Two Ways to Activate These Audiences

1. Retargeting

Reach individuals as they engage with economic content. Perfect for lower-funnel conversion and real-time re-engagement.

2. Lookalike Modeling

Find new consumers who behave like your high value audiences – ideal for prospecting during market shifts.

Why Resonate?

Our unique, up-to-date and predictive data enables you to:

• Pause what’s not working, confidently
• Double down on what is, targeting only those consumers who are actively engaged
• Stay agile in your messaging and creative
• Maximize every dollar with activation-ready insights and targeting

Need help crafting the perfect audience for your campaign? Reach out to your Customer Success Manager today.