The Fine Art of Not Hiding Under the Duvet
When the economic outlook gets a bit gloomy, the term ‘defensive investing’ gets thrown around a lot. It sounds terribly boring, I know. It conjures images of financial beige. But it’s not about hiding your money under the mattress, it’s about applying a bit of common sense to where you put it.
The logic is beautifully simple. When times get tough, people stop buying new cars, fancy holidays, and designer handbags. What don’t they stop buying? Cereal. Toothpaste. Medicine. The things we genuinely need. Companies that sell these essentials tend to have far more resilient earnings, because their customers can’t just opt out.
Take a company like General Mills. Whether the economy is booming or busting, people are still going to be eating Cheerios for breakfast. In fact, when budgets tighten, people often eat out less and cook at home more, which can actually be a small tailwind for these businesses. It’s a simple truth of human behaviour.