Recession fears, and building bridges during a market crisis

GFC, COVID-19, 2023… and now 2025? It feels like every few years we’re circumnavigating a seismic market shake-up and with global recession fears once again making headlines, inboxes are buzzing!

Ours, like yours, has been flooded with messages from investment experts offering their take on the current market situation. It’s encouraging to see financial services firms stepping up, reassuring clients, and reaffirming their fiduciary responsibilities.

During market crises, clients aren’t just looking for answers, they’re looking for a connection and reaffirmed confidence.

This is the first rule of communicating in a period of crisis: to be proactive and visible to your clients, provide reassurance and open channels for feedback and communication to maintain client trust.

But not all messages land well. Some leave clients more confused or anxious than before.

So, what makes the difference?

At Capital Outcomes, we’ve developed some guiding principles to help shape communication plans during periods of volatility. These have served us, and our clients, well through multiple market cycles:

1. Don’t rely on one format. A single email blast isn’t enough: Instead mix it up with a short, heartfelt video message, social media posts with timely updates or a blog like this one along with quick check-in calls with key clients.

2. Markets evolve quickly and so should your communication: Be prepared to adjust your message based on new developments. Importantly, acknowledge the emotional toll that market turbulence can take. Empathy goes a long way in fostering trust.

3. This is not the time for jargon or complex charts: Clients want clarity, not a crash course in macroeconomics. Speak plainly. Focus on what matters to them: how their investments are being managed and what steps you’re taking to protect their future.

4. And finally, remind clients why they chose you in the first place: When markets wobble, highlight your track record, your expertise in navigating volatility and your long-term investment philosophy. Reassurance comes from experience and from seeing that you’ve been through this before.

Crises will come and go — History tells us this.

But what matters most is how we respond in the moment with calm, clarity and with confidence in the future.

So, take a deep breath, stay focused on the fundamentals — and remember: bridges built in times of crisis are often the strongest ones.

Want help refining your communications strategy? Or just need a fresh set of eyes on your messaging? Contact us today.

By Simrita Virk