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

Where to Invest When the Bull Market Ends

Matthew Heimer
By
Matthew Heimer
Matthew Heimer
Executive Editor, Features
Down Arrow Button Icon
Matthew Heimer
By
Matthew Heimer
Matthew Heimer
Executive Editor, Features
Down Arrow Button Icon
July 19, 2018, 6:30 AM ET

THE LAST RECESSION coincided with one of history’s worst bear markets in stocks. Between its peak in October 2007 and its trough in March 2009, the S&P 500 tumbled 56%, and shareholders worldwide endured a staggering $11 trillion in lost market value.

Still, as you mull the possibility of the next bear market, keep this in mind: Most investors who bailed out of stocks a decade ago regretted it later. Pulling money out of a declining market means having to decide when to jump back in to capitalize on a recovery. The number of investors who can correctly identify the beginnings and endings of bear markets can comfortably fit in a minivan, so most people flub this timing—which in turn is one big reason most individual investors underperform the markets.

A recent study from Morningstar frames the issue starkly. From 1997 through 2017, the S&P 500 returned 7.2% annually. But if you had been on the sidelines, for whatever reason, and missed the market’s 30 best days—a tiny fraction of the 5,217 trading days during that 21-year span—your stock portfolio would have lost 0.9% annually.

The bottom line: In a market that has registered three times as many up years as down years over the past century, staying invested usually pays off over time. Still, even optimists say there are adjustments worth making today that could ease the pain of a crash.


Recover Your Balance

MANY INVESTORS build portfolios around asset allocations based on their financial goals and risk tolerance—a target of, for example, 50% U.S. stocks, 25% international stocks, and 25% bonds. But because U.S. stocks have outperformed others by such big margins recently, those percentages are now out of whack for many, with American companies occupying more than their share of space. When the dollar peaks, consider selling some U.S. stocks and buying foreign ones. Even if an economic slowdown hurts markets globally, “you’ll get more bang for the buck,” says Stifel market strategist Barry Bannister.

It’s worth rebalancing within your U.S. portfolio too: The blistering performance of tech stocks, combined with significant price declines in other sectors, may mean you now own a little too much of Silicon Valley. Mike Wilson, chief U.S. equity strategist at Morgan Stanley, cites utilities, telecom, and consumer staples as industries whose stocks do well at this stage of the economic cycle.

Get Choosy About Debt

STEADILY RISING interest rates on nearly risk-free U.S. Treasuries “create serious competition for riskier securites,” says Isabelle Mateos y Lago, BlackRock’s chief multi-asset strategist. So it’s wise to reduce exposure to high-yield “junk” bonds, which pay higher interest because the issuing companies are on shakier footing, and to longer-duration bonds, whose prices can dip sharply when the economy is shaky. With even lowly money markets paying around 2%, short-term debt is “not a bad place to hang out,” says Wilson.

When To Play It Safer

THERE’S ONE GROUP of investors who should ignore the “don’t avoid stocks” rule. Kent Kramer, chief investment officer at Foster Group, recommends that people nearing retirement act soon and sell stocks, if necessary, to sock away one or two years’ worth of living expenses in money markets and short-term Treasuries, and an added five to 10 years’ worth in other bonds. You don’t want to be forced to sell equities when stock prices are falling, Kramer explains—that’s the bind that crushed many nest eggs during the Great Recession. That said, this advice doesn’t count as “market timing”: It’s a wise move even when the outlook is rosy.

—With reporting by Lucinda Shen and Ryan Derousseau

A version of this article appears in the August 1, 2018 issue of Fortune with the headline “Where To Invest When The Party Ends.”

About the Author
Matthew Heimer
By Matthew HeimerExecutive Editor, Features
Instagram iconTwitter icon

Matt Heimer oversees Fortune's longform storytelling in digital and print and is the editorial coordinator of Fortune magazine. He is also a co-chair of the Fortune Global Forum and the lead editor of Fortune's annual Change the World list.

See full bioRight Arrow Button Icon

Latest from the Magazine

MagazineWarren Buffett
Warren Buffett: Business titan and cover star
By Indrani SenDecember 7, 2025
7 days ago
MagazineMarkets
Why an AI bubble could mean chaos for stock markets—and how smart investors are protecting their portfolios
By Alyson ShontellDecember 3, 2025
11 days ago
MagazineMedia
CoComelon started as a YouTube show for toddlers. It’s now a $3 billion empire that even Disney can’t ignore
By Natalie JarveyDecember 3, 2025
11 days ago
MagazineFood and drink
A Chinese ice cream chain, powered by super-cheap cones, now has more outlets than McDonald’s
By Theodora YuDecember 3, 2025
11 days ago
AITikTok
China’s ByteDance could be forced to sell TikTok U.S., but its quiet lead in AI will help it survive—and maybe even thrive
By Nicholas GordonDecember 2, 2025
12 days ago
MagazineAnthropic
Anthropic is all in on ‘AI safety’—and that’s helping the $183 billion startup win over big business
By Jeremy KahnDecember 2, 2025
12 days ago

Most Popular

placeholder alt text
Economy
Tariffs are taxes and they were used to finance the federal government until the 1913 income tax. A top economist breaks it down
By Kent JonesDecember 12, 2025
2 days ago
placeholder alt text
Success
Apple cofounder Ronald Wayne sold his 10% stake for $800 in 1976—today it’d be worth up to $400 billion
By Preston ForeDecember 12, 2025
2 days ago
placeholder alt text
Success
40% of Stanford undergrads receive disability accommodations—but it’s become a college-wide phenomenon as Gen Z try to succeed in the current climate
By Preston ForeDecember 12, 2025
2 days ago
placeholder alt text
Economy
The Fed just ‘Trump-proofed’ itself with a unanimous move to preempt a potential leadership shake-up
By Jason MaDecember 12, 2025
2 days ago
placeholder alt text
Uncategorized
Transforming customer support through intelligent AI operations
By Lauren ChomiukNovember 26, 2025
18 days ago
placeholder alt text
Success
Apple CEO Tim Cook out-earns the average American’s salary in just 7 hours—to put that into context, he could buy a new $439,000 home in just 2 days
By Emma BurleighDecember 12, 2025
2 days ago
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • 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
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

© 2025 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.