Using the past to predict the future is helpful, but not a crystal ball. Having been a part of this industry during rapant inflation and recession I can only share a few things that might help:
1. Many business succeed, and more than a few thrive, during times of economic hardship.
2. Cleaning is a business of maintaining what is owned, and avoiding replacement costs. That always does better in an "down economy"
3. In today's stressful climate, travel and leisure are more important than ever. Cleaning (despite our thoughts of what we do as
superior) is often perceived as something your customer CAN do, but might not WANT to do. Cleaning their carpet, rugs, upholstery, and somewhat more importantly shower stalls and hard floors, including their garage (if they have a well kept one for their well kept cars) is the equivalent of letting them "buy back" a weekend.
4. Pet ownership has exploded into pets being adopted into the family as equal members. While "pet odor control" is about as appealing to pet owners as a nursing home advertising that they insert urinary catheters into your mom more gently than anyone else, focusing on how safe your cleaning method is for their pets and that you care about them is powerful marketing.
5. Commercial establishments can't find help to do cleaning. You have to decide what part of that you're willing to do, but more and more places that used to have cleaning done "in house" are outsourcing again.
Other than that, I can tell you what I've seen when things were pretty bad as the 70's ended:
The cleaners who wanted to keep doing the same things the same way barely survived. Those who embraced change and understood the difference between passing fads (i.e ceiling cleaning, whole house residential carpet dyeing) and trends grew exponentially during those times.