Headwinds. Economic uncertainty. Deceleration. Obstacles. Challenges. Six seven. These are just some of the words executives use to avoid uttering that big, scary R word: recession. For many finance professionals, recession is the Voldemort of the corporate finance world. Just saying it out loud might feel risky, as if speaking it could summon the Dark Lord. And maybe they’re right. When President Trump didn’t rule out a recession in the US in March 2025, the Dow fell almost 900 points. With these sorts of euphemisms, “you can take the sting off of it a little bit,” Dennis Gannon, VP of research at Gartner, told CFO Brew. While there is no globally recognized definition of a recession, according to the World Economic Forum, in 1974, US economist Julius Shiskin defined a recession as “two consecutive quarters of declining growth.” These days the US uses a slightly more flexible definition from the National Bureau of Economic Research: “a significant decline in economic activity that is spread across the economy and that lasts more than a few months.” In Q1 2025, 124 companies mentioned recession in earnings calls, according to Seeking Alpha. This was while the S&P 500 was down 4.3% and the Nasdaq was down 10.5%. Then in Q2, as markets rebounded, only 16 firms used the word. “The lack of mentions of an economic downturn could reflect a growing sense of confidence among the firms, amid easing inflation and stable consumer spending,” Seeking Alpha News Editor Sinchita Mitra wrote last August. “However, it could also be a shift in corporate messaging to avoid using alarmist messaging amid persistent economic challenges.” Keep reading.—JK |