Chicago, Ill. — As fears of an impending recession rise, many Americans are turning to the past for guidance on managing their finances. Kiki Rough, a 28-year-old consultant, has taken to social media to share her culinary skills and budget-friendly recipes, inspired by tips from earlier economic downturns. Drawing from her own experiences on food assistance, Rough has curated a series of video guides that help viewers create affordable meals using accessible ingredients.
Operating out of her bright yellow-and-black kitchen in the suburbs, Rough emphasizes the importance of resourcefulness. With a rapidly growing following spanning 350,000 across TikTok and Instagram, she has garnered approximately 21 million views in just a month. “It’s about sharing knowledge at a time when so many feel uncertain,” she explains. “We need practical skills to navigate these economic challenges.”
The recent announcement of significant tariffs has fueled concerns about the economy sliding into another downturn, echoing sentiments from the Great Recession of 2008. As these fears gain traction, searches for terms related to past economic crises have surged, indicating a heightened interest in adaptive strategies from previous decades. Search trends for “Global Financial Crisis” and “Great Recession” have reached levels not seen in over a decade.
Social media platforms are seeing a surge in users sharing advice on frugality and cost-cutting measures, reminiscent of shared experiences during previous financial crises. Millennials and Gen Xers have taken up the mantle of guidance for younger generations, many of whom are keen to learn what a recession entails. “It’s the first time many millennials are positioned as experts based on our lived experiences of economic uncertainty,” noted Scott Sills, a 33-year-old marketer.
As participants reflect on their own challenges during the late 2000s, common themes have emerged. Affordable meals, such as pork chops, have triggered nostalgic memories, with some creators jokingly dubbing them “the taste of the Great Recession.” From cheap drinks like jungle juice at social gatherings to budgeting tricks, many reflect on the creativity needed to thrive on a limited budget.
The reality, however, is that rising inflation has diminished the effectiveness of some established frugal strategies. Kimberly Casamento, a digital media manager from New Jersey, revealed that the costs of meals once deemed budget-friendly have surged dramatically. “What used to be low-budget meals have become significantly more expensive,” she said. “Every dollar saved feels like a victory these days.”
Megan Way, an associate professor studying family economics at Babson College, emphasizes that sharing knowledge during economic downturns has always been a common reaction. “People instinctively reach out to others for advice when times are tough,” she said, adding that new platforms for sharing this information reflect societal shifts in communication. The internet has transformed neighborly discussions into widespread social media exchanges.
Despite the ongoing uncertainty, many Americans find solace in connection and shared learning. The current state of economic sentiment paints a worrisome picture; recent reports reveal that consumer confidence is at one of its lowest points in decades. This pervasive sense of anxiety is echoed in social media posts where users discuss personal issues, including the perceived increase in relationship stress during tough economic times.
As nostalgia for past experiences surfaces, cultural references also abound. Music from previous financial downturns has re-emerged, offering a sense of familiarity and even comfort. Artists like Lady Gaga and Katy Perry, who dominated the charts in 2008, are back with new hits, serving as a reminder that even during tumultuous times, creativity and joy can prevail.
As the chorus of voices warning about a potential recession grows louder, many Americans find solace in these shared experiences, igniting conversations that bridge generational gaps. For Rough and countless others, the lessons from the past may provide the key to resilience amidst modern economic challenges.