As a rallying cry, “doing more with less” was once a popular slogan, indicating ingenuity, efficiency, and urgency. However, by 2025, it has transformed into something else entirely: a synonym for persistent under-resourcing, particularly in the realm of marketing.

Let’s call it what it is—just… less.

  • Less time.
  • Less talent.
  • Less budget.
  • Less mental bandwidth.

Furthermore, the complexity of making “less” is more of a danger than an opportunity for marketers, who are being challenged to increase their effect in areas such as digital, brand, performance, culture, crises, communications, and customer experience.

Marketing Isn’t Magic. It’s Work

Throughout the world, marketing teams are facing the challenge of meeting lofty expectations with limited resources. The thinking is that teams can simply thin down with the help of AI, automation, or “agility” and still come out on top.

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But the truth is:

  • Building a brand requires consistency and avoiding shortcuts.
  • Performance marketing needs to continually make adjustments, rather than being pushed to sell all at once.
  • In survival mode, you can’t think creatively.
  • And when leaders mistake too much efficiency for strategy, marketers become tired doers instead of strategic drivers of growth.

Read also: A call for smarter investment, not less

Why ‘More with Less’ Hurts Long-Term Thinking

Short-termism thrives in “less.” Because when you’re already thin:

  • You choose quick wins over ones that last.
  • You reuse ideas instead of generating new ones.
  • You forget the societal and personal details of your viewers.
  • You report things more than you think about them.

We don’t call that “lean marketing.” That’s marketing with little effect. And it costs companies absolute customer trust, market share, and the ability to stand out.

So, What’s the Alternative?

We’re not telling you to give money to every cause. But don’t act like cutting is a form of creativity. It’s smart to market in hard times by:

  • Not taking on any extra tasks and focusing on the important ones.
  • Putting depth ahead of width.
  • Putting money into people, not just tools.
  • Setting clear KPIs that reflect reality, not just the positivity of the office.

These are times when “less” is best. But own it. It should be built with honesty, not fantasy.

Let’s Get Real

Marketing is evolving at a pace that outstrips the ability of teams to adapt. Imposing unrealistic expectations only stifles creativity and leads to burnout.

Let’s cut out the jargon. It’s time to cease the glorification of resource deprivation. Let’s approach with precision, not platitudes. Because real strategy doesn’t pretend that less is more. It asks, What do we need to do this right?

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