• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living

2

Egg companies made $1.22 billion in profit off a $6 carton — now they’re buying their way out of a price-fixing case with 53 million donated eggs

3

Meet the Zillennials: The luckiest micro-generation in the workforce, born between 1993 and 1998

1

Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living

2

Egg companies made $1.22 billion in profit off a $6 carton — now they’re buying their way out of a price-fixing case with 53 million donated eggs

3

Meet the Zillennials: The luckiest micro-generation in the workforce, born between 1993 and 1998
FinanceRecession

Why the Next Recession May Feel Very Different Than 2008

By
Erik Sherman
Erik Sherman
Down Arrow Button Icon
By
Erik Sherman
Erik Sherman
Down Arrow Button Icon
September 2, 2019, 8:00 AM ET
Add Fortune on Google for similar content.

Recession? Who’s scared of a little recession?

Leslie Saul wasn’t when she started her eponymous architecture and design firm in 1992. “I think because it was a recession, people wanted to help me,” she said. Through multiple later downturns nothing spooked her: Dips lasted only a few months. Then came 2008.

After previous experience, Saul stayed staffed up. “I thought I was so smart to hold onto everyone,” she said. Just one small problem: no follow-on projects. “Big firms were talking about a 30% drop in income. For us, it was 90%. It was 15 months of misery.” And, eventually, layoffs.

People who lived through the Great Recession are understandably nervous about the “r” word. But there’s good reason to believe that when the next recession hits (and it will) the pain won’t be nearly as great as what people experienced in 2008.

Part of the business cycle

Recessions—a drop in GDP for at least two successive quarters—are part of the ebb and flow of finance. But they are difficult to further categorize. “The nature of each recession is different and unpredictable,” said Dr. Tenpao Lee, a professor of economics at Niagara University. “Some recessions have minimal impact and some are significant and make everybody poorer.”

The early 1990s recession that Saul coasted through hit others hard. Jeremy Ong, who operates multiple ecommerce sites and blogs like Hustlr, was a kid whose father ran a construction business.

Customers didn’t have the cash to pay and his father in turn couldn’t pay supplies. “It took about five years to pay off our creditors,” Ong said in a note to Fortune. The family sold its home to move a smaller one, sold cars and laid off a family driver. “We went from eating steak almost every day to having bread for about 2 years.”

Read: What’s the difference between a recession and a depression?

On the whole, though, the 2008 recession was generally terrible. “There was roughly 50% or 60% decline in the S&P,” said Greg Ghodsi, managing director of the 360 Wealth Management Group at Raymond James. A typical recession, he notes, sees a drop closer to 30%.

GDP also took a huge hit in 2008: 5.1 percentage points, according to Ted Rossman, an industry analyst at CreditCards.com. Compare that to the 2.7 points from 1981 to 1982, 1.4 points from 1990 to 1991, and 0.3 points in 2001. “Almost nothing by comparison,” Rossman said.

It might have hit already

Preparing for a recession can be difficult because you never know who will be hurt most. Some businesses thrive because they are counter-cyclical and find more customers, like bankruptcy lawyers and discount stores. Others suffer.

Trying to time one is impossible. “We do know that there is a recession coming,” said Cindy Kuppens, the COO of O’Brien Wealth Partners. “Maybe next year, maybe 2021. We’re coming to the end of a business cycle.”

We could even be in a recession now without knowing. Economists have to wait for the data to measure GDP and new estimates come as additional information arrives. A previous quarter can slide in hindsight and a current period may be starting to slow.

Too much worry about a recession can bring one on as businesses react by pulling back and people save money instead of spending it. That shrinks GDP. In other words, you can make yourself crazy trying to forecast the future.

“We’ve had a 10-year bull market and people need to make sure they’re appropriately invested for the future,” said Julie Fox, managing director and market head mid-Atlantic private wealth manage at UBS Financial Services. Whether or not a recession is officially here or on the way, prudence suggests taking preventative steps.

What to do now

First step is consider where you are. Are you in the 46% of families that would have to sweat an unexpected $400 bill. Then, Ghodsi says, figure out your expenses and where you might cut. Also, now’s the time to shop for a better-paying job. “The labor market is still very strong and there are still plenty of jobs being advertised out there,” he said. “If you were going to make a move, this is the time to do it.” Wait for a recession and it’s likely too late.

If you can, take on extra work and use the money to build a cash buffer and reduce debt. If you’ve got credit card debt, Rossman suggested looking for new cards with no-interest balance transfers so payments go right into principle and lower balances faster.

If you do have assets, aim for a cash reserve for six months at least and a year if possible and also reduce debt. Reconsider your current plan with your financial advisor. Don’t try to time your investments, especially as you can’t know when a recession starts or ends. Even in a deep recession like in 2008, investment values bounced back within two years. “In smaller recessions they bounce back much more quickly,” Kuppens said.

While recessions may be a fact of life, it’s important to remember: they too shall pass.

More must-read stories from Fortune:

—“Zombie” companies are on the rise—and could pose a threat to the U.S. economy
—A rare tech company where women dominate
—Is it “only human” to feel anxious about money? Talking finance with Sophia the Robot
—Europe’s cyber watchdog for banks has a problem—it keeps getting hacked
—Listen to our audio briefing, Fortune 500 Daily

Follow Fortune on Flipboard to stay up-to-date on the latest news and analysis.

About the Author
By Erik Sherman
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Finance

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Finance

a
EconomyU.S. economy
America’s entrepreneurial boom begins long before venture capital
By Anthony HernandezJuly 5, 2026
4 hours ago
Russia’s fuel crisis is so bad that a mom and her baby waited in line for 18 hours to get gas — ‘Are we in the Soviet Union?’
EnergyRussia
Russia’s fuel crisis is so bad that a mom and her baby waited in line for 18 hours to get gas — ‘Are we in the Soviet Union?’
By Jason MaJuly 4, 2026
15 hours ago
U.S. debt is a looming crisis today but was once its own revolutionary masterstroke that helped launch a global financial superpower
EconomyDebt
U.S. debt is a looming crisis today but was once its own revolutionary masterstroke that helped launch a global financial superpower
By Jason MaJuly 4, 2026
17 hours ago
Trump Accounts are now available for kids. Here’s where the money will be invested in the stock market—in line with Warren Buffett’s advice
InvestingStock
Trump Accounts are now available for kids. Here’s where the money will be invested in the stock market—in line with Warren Buffett’s advice
By Jason MaJuly 4, 2026
20 hours ago
Iran’s envoy to China says Beijing to get Hormuz concessions
EnergyOil
Iran’s envoy to China says Beijing to get Hormuz concessions
By BloombergJuly 4, 2026
21 hours ago
Ukrainian drones target more Russian oil infrastructure as fuel crisis adds political pressure on Putin, who shrugs off attacks as ‘not critical’
EnergyUkraine invasion
Ukrainian drones target more Russian oil infrastructure as fuel crisis adds political pressure on Putin, who shrugs off attacks as ‘not critical’
By The Associated PressJuly 4, 2026
22 hours ago

Most Popular

Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living
Success
Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living
By Preston ForeJuly 4, 2026
1 day ago
Egg companies made $1.22 billion in profit off a $6 carton — now they’re buying their way out of a price-fixing case with 53 million donated eggs
Law
Egg companies made $1.22 billion in profit off a $6 carton — now they’re buying their way out of a price-fixing case with 53 million donated eggs
By Wyatte Grantham-Philips and The Associated PressJuly 2, 2026
3 days ago
Meet the Zillennials: The luckiest micro-generation in the workforce, born between 1993 and 1998
AI
Meet the Zillennials: The luckiest micro-generation in the workforce, born between 1993 and 1998
By Nick LichtenbergJuly 3, 2026
2 days ago
$25 billion CEO says one-hour interviews are a waste of time—he puts candidates through six hours of tests and wants them to order wine at lunch
Success
$25 billion CEO says one-hour interviews are a waste of time—he puts candidates through six hours of tests and wants them to order wine at lunch
By Orianna Rosa RoyleJuly 3, 2026
2 days ago
Economists have found an answer to slowing cognitive decline: Avoid retiring early, study finds
Economy
Economists have found an answer to slowing cognitive decline: Avoid retiring early, study finds
By Sasha RogelbergJuly 2, 2026
3 days ago
A quarter of young baby boomers and Gen Xers who’ve been laid off in the last decade are still unemployed—and 11% have taken pay cuts to work
Success
A quarter of young baby boomers and Gen Xers who’ve been laid off in the last decade are still unemployed—and 11% have taken pay cuts to work
By Emma BurleighJuly 4, 2026
23 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.