Trump’s “Liberation Day” tariffs now apply to nearly all Australian exports to the U.S – with many CEOs losing sleep over the weekend. While the direct hit to Australia may be cushioned by our limited exposure (only 4% of exports go to America) the indirect effects are more concerning. We will see a weaker global demand, falling commodity prices, supply chain disruptions and potentially the dreaded word Australia has been debating and flirting with since Covid…a recession.
If you’re a manufacturer, service provider or consumer brand now is the time to ask:
- How easy is it for new customers to find us?
- Do we own your narrative in the media?
- Can someone buy from us online in a frictionless way?
- Are our systems integrated enough to survive a spike…let alone a stall?
Retailers are already showing signs of strain with Worldline data showing consumer spending has fallen 3.4% year-on-year, and according to Retail NZ and many businesses are leaning on overdrafts just to stay afloat.
Relying on emergency cash and legacy thinking is a dangerous strategy in a market defined by volatility, trade wars and fast moving technology.
The companies that will survive 2025 and this next economic chapter are those that treat digital infrastructure not as a luxury but as a survival mechanism. We’re not just talking about upgrading a website or switching from spreadsheets to cloud tools. This is about building a digital ecosystem where your marketing, sales, operations and customer engagement are all integrated, automated and insight driven.
The reality is if your business doesn’t have a strong presence and hasn’t invested in AI tools to optimise and personalise marketing you’re not just falling behind…you’re actively losing ground.
Many Aussie companies particularly in B2B industries, still approach marketing the old fashioned way which is reactive PR, clunky websites and generic messaging (or stock photos, or too many Emoji-laden insight updates clearly copied and pasted from ChatGPT.
These tactics don’t work in an AI-accelerated world where attention is the currency and trust is built online fast.
AI is already transforming how smart companies run and marketing teams are using machine learning to predict customer behavior, generate personalised copy at scale and run hundreds of ad variants automatically. Customer service bots are resolving queries in minutes and sales teams are using data to time their follow-ups with precision.
Businesses still sending newsletters once a month and posting to Instagram once a week without a strategy are invisible.
Companies often postpone digital investment thinking it’s a ‘future’ phase to invest in, yet in this environment it’s literally the difference between resilience and collapse.
Businesses that invested in digital during the 2020 pandemic did so by improving their websites, building email lists, refining their messaging and launching online products with many seeing returns that are now paying dividends. Will that exact method work in 2025? No, but the same hungry approach will.
Are you asking customers to trust a brand they can’t even find — let alone engage with?
What we know, in an economy where no one knows anything right this minute:
1. You need to audit your digital infrastructure
Is your CRM, email marketing, website and/or e-commerce experience up to 2025 standards? This is the time to really ensure that your digital infrastructure supports your revenue needs, and evaluate the costs associated with all the tools and platforms you are using.
Give me an example of what you mean, TBS?
Signet is an Australian packaging and warehouse supplies company, and they recognised the need to modernise their digital infrastructure to better serve their customers. Signet approached this by upgrading their e-commerce platform and focusing on a killer user experience. The result meant 60% of their customers ended up purchasing online, a 25% increase in web revenue and an 18% rise in shopping sessions. Adobe for Business
2. Stop talking about innovation and AI, and get serious about it:
Tools like ChatGPT, Jasper and HubSpot’s AI integrations can help automate campaigns and personalise outreach at scale. Innovating how you communicate and using AI to fast track results is something that every company talks about, but very few actually execute (well). Does using these tools change how you operate, market or sell? They need to or else they are a distraction.
Give me an example of what you mean, TBS?
During the GFC, Mailchimp faced serious challenges as they initially catered to large corporate clients and relied on substantial retainers. The economic downturn led to a decline in their traditional customer base and so in response to that crisis, Mailchimp launched a freemium business model where they offered free services with optional paid features. This strategic shift attracted a vast number of small businesses seeking cost effective marketing solutions during the recession. As a result, Mailchimp’s user base expanded dramatically leading to substantial revenue growth and establishing the company as a dominant player in the email marketing industry (and their focus became about retention, and upsells).
3. Invest in brand and credibility – now:
A trusted brand doesn’t just make you proud, it makes life easier because it shortens the sales cycle and drives down acquisition costs. Two key elements every business looking to survive this period needs.
Give me an example of what you mean, TBS?
In 2008 iconic brand Lego was already trying to recover from a downturn in the early 2000s, so when the GFC hit they doubled down on who their core brand was, and focused on storytelling, content and even branded entertainment realising that the Lego brand needs to be associated with other brands that were credible such as Star Wars and Indiana jones. These partnerships, the PR and content around it meant that sales grew by 23% during the very year that saw some notable bankruptcies worldwide.
4. Use Socials as a sales tool but don’t be sales
Don’t just be on socials for the sake of adding another social media icon to your website, be on socials because that is where your customers are. Instead of pushing products create content that educates, entertains or empowers your audience. Bands that get it understand that consistency, authenticity and engagement drive sales more effectively than hard selling. They reply to comments, use polls and questions interact and they showcase their team and culture. Doing this makes followers feel part of something and when followers feel connected they trust and (then convert).
Give me an example of what you mean, TBS?
Music Compound is a performance based music school in Florida that had to pivot quickly during COVID-19. Like many in the entertainment and education space in-person gatherings were no longer an option but neither was shutting down. With students stuck at home and revenue decline a real threat to their survival, Music Compound turned to social media. The team began hosting Facebook Live performances, sharing student success stories and posting BTS content to stay connected with their community and customers. They used Instagram and Facebook not only to promote their new virtual lessons but to create a sense of continuity and inspiration for families during a difficult time in lockdown there people activity searched for creative outlets. Social media transformed from a passive channel to an active education and community hub becoming the very reason the business didn’t just survive Covid but grew during it.
5. Integrate new tools don’t just add new subscriptions you won’t use
Businesses love a new shiny object and for 2025, it is about rushing to adopt AI tools and digital platforms to keep up with demands. Yet there is a growing risk is emerging and that is seeing companies invest in a new tech tool without a strategy. The promise of automation and efficiency is tempting but many businesses fall into the trap of stacking tools. CRMs, marketing platforms, AI chatbots they all are great until you realise you have been paying for a subscription for 4 months without fully setting them up, integrating them or using them effectively. Subscriptions pile up, costs increase and the return on investment remains low. Teams often become overwhelmed or undertrained and that results in clunky processes, missed opportunities and wasted time (and revenue). Automation done poorly doesn’t save time it creates confusion. You need a strategy on not only how to integrate the top into your workflow, but how to do so in a way that ensures your team use them efficiently and with accountability.
Can you afford clunky processes, missed opportunities and wasted time and revenue during a downturn? Probably not.
Give me an example of what you mean, TBS?
When COVID-19 began Certified Public Accountants (CPAs) across America faced enormous pressure to not only to survive as businesses themselves but to guide their clients through economic uncertainty. Many firms had underutilised digital tools but the crisis made clear that traditional methods were no longer an option. Companies like Prager Metis, MOD Ventures and Trusted CFO Solutions had to pivot fast and did so by using automated communication platforms and automated workflows to stay connected and efficient. They also set up internal crisis response teams and launched client facing webinars, created online resource hubs and used social media to distribute critical updates on programs that their clients were worried about. Adopting the tools was not enough, they also coached their teams on how to use it effectively. Training staff on digital collaboration and embracing real time communication platforms meant that CPAs didn’t just go virtual, they became critical to their clients. The firms that integrated digital tools and scaled their knowledge became the lifeline for clients in crisis.
If the headlines around tariffs, AI disruption or tightening markets have left you feeling overwhelmed, you’re not alone. If you’re unsure whether your systems, messaging or marketing are equipped for what’s next we may be able to give a unique perspective. We offer a complimentary digital audit designed to highlight your blind spots and give you a clear, practical blueprint so you can make decisions grounded in insight, not guesswork.