"The shifting global trade landscape is forcing the tech industry to confront a key question: Are today's businesses resilient enough to withstand the disruption? While the software and platform companies face less direct exposure, the ripple effects could still be significant. If consumer spending falls, advertising spending will shrink. Already, growth projections for U.S. digital ad spend are being cut back sharply (registration required). eMarketer, for example, has lowered its ad spend forecast by 16%."
"But this isn't new territory for tech. In just five years, companies have navigated a global pandemic, geopolitical conflicts, persistent inflation, fractured supply chains and now escalating trade disputes. What once seemed like isolated crises now feels like the normal state of business. Strength Isn't Static True resilience means withstanding and adapting to volatility while building the capabilities needed for sustainable growth."
Global trade shifts and escalating geopolitical tensions are increasing uncertainty for the tech industry, reducing consumer spending and shrinking advertising budgets. U.S. digital ad growth forecasts have been cut sharply, with eMarketer lowering its ad spend forecast by 16%. The past five years have exposed companies to a succession of crises including a pandemic, geopolitical conflicts, inflation, fractured supply chains and trade disputes, making constant volatility the new normal. Resilience requires both withstanding shocks and adapting to change while building capabilities for sustainable growth. Accenture's Resilience Index found fewer than 15% of companies consistently achieve long-term profitable growth. Strategic scenario planning, proactive preparedness, and operational flexibility are essential for tech firms to improve resilience.
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