Now Is the Time for Brands to Make Strategic Moves for Loyalty and Retention

Some brands will weather this storm better

Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.

At the height of rationing during World War II when many families were struggling to put a meal on the table, sales of lipstick spiked. More recently, as Hurricane Katrina was bearing down on the coast of Florida, there was a rush on Pop-Tarts and beer at local Walmarts. When forced to make tough decisions, people make odd choices.