What impact is economic volatility having on brands?

Economic volatility is affecting the marketing strategy of 9 in 10 brands, according to a recent report from CreatorIQ. Somewhat predictably, the leading way in which it's doing so is by increasing marketers' focus on ROI. That brings to mind recent research in which marketing industry constituents tabbed performance-driven paid media as the most critical advertising and media investment given macroeconomic conditions.