When change is the only constant: Using B2B communications to navigate 2025
It was the ancient Greek philosopher Heraclitus who opined, “There is nothing permanent except change.” It’s a favourite saying of ours at Vireo, and in 2025, its sentiment couldn’t be truer. Change is relentless, and the forces shaping the automotive, transport and industrials sectors, from geopolitical shifts to sector-specific challenges, are both risk-laden and ripe with opportunities.
For businesses operating in these industries, staying ahead of the curve requires more than just a reactive approach. It demands a communications strategy that’s agile, forward-thinking, and aligned with both the evolving global landscape and the needs of the business. The key? Understanding the forces at play and how they affect your business, your stakeholders, and your communications approach.
A shifting geopolitical landscape
The global stage is undergoing seismic shifts, with significant repercussions for industrial and transport communications.
Trump's "America First" redux
The inauguration of Donald Trump in January 2025 signals the return of his "America First" trade policies. Protectionist measures, the renegotiation of trade deals, and potential tariff escalations could disrupt global supply chains, stoke economic nationalism, and destabilise international markets.
For businesses in the UK, the ripple effects are complex. A US-EU trade war could force companies to navigate new tariffs and trade restrictions while recalibrating their supply chains. For the automotive sector in particular, threats of tariffs on vehicles and parts loom large, challenging the profitability of international operations.
Election turbulence beyond the US
Upcoming elections in Germany, Canada, and Australia add another layer of unpredictability. With incumbents expected to lose, businesses may need to adapt quickly to shifting regulations, trade priorities, and economic policies.
The geopolitical backdrop of 2025 underscores the need for a strong public relations strategy. Communicating stability, expertise, and readiness to adapt is essential in maintaining stakeholder confidence amidst uncertainty.
Transformation in the automotive sector
Geopolitics is just the start. Within the automotive sector, regulatory, technological, and market shifts demand bold decisions and precise messaging.
Regulatory pressures
In Europe, stricter decarbonisation targets will take effect, forcing manufacturers to lower their fleet emissions or face steep penalties. In the UK, ongoing ambiguity around the Zero Emission Vehicle (ZEV) Mandate leaves OEMs, retailers, and drivers questioning what lies ahead. Meanwhile, in the US, a second Trump administration could stall the adoption of electric vehicles (EVs) by rolling back incentives and environmental regulations.
Opportunities on the horizon
Despite these hurdles, the future is far from bleak. The global light vehicle market is forecast to grow by 3.1% in 2025, while EV sales are set to soar by 30%, accounting for nearly 17% of total vehicle sales. China, a leader in this space, is expected to see EVs outsell internal combustion engine vehicles for the first time.
Emerging markets, particularly India and the BRIC nations, also present vast potential. With growing demand for individual mobility and a projected 117% growth in India’s EV market, manufacturers and suppliers who act decisively could secure a competitive edge.
The rise of Software-Defined Vehicles (SDVs)
Technology is transforming the driving experience. In 2025, Software-Defined Vehicles will gain prominence, enabling manufacturers to enhance vehicles with AI-powered features, cloud-based development, and over-the-air updates. Companies like Siemens EDA and AWS are leading the charge, while innovations in open-source solutions and containerized software are redefining what vehicles can achieve.
For brands navigating these shifts, a strategic communications plan is indispensable. Communicating the benefits of new technologies and addressing concerns is critical in fostering trust among consumers, investors, and industry partners.
How B2B communications leads in times of change
When the waters are choppy, good communications act as the ballast. Here’s how an effective strategy and communications plan can make the difference:
1. Reassuring stakeholders
Uncertainty breeds unease. Clear, consistent messaging reassures employees, customers, and investors, reminding them of your company’s strengths and vision. A robust internal communications strategy ensures alignment, keeping everyone moving in the same direction.
2. Staying agile in a fast-moving market
Change isn’t just about survival; it’s about seizing opportunities. Whether entering new markets, launching innovative solutions, or engaging with fresh audiences, proactive communications help position your brand for success. An integrated marketing and communications plan ensures that every message contributes to broader business objectives.
3. Building trust with innovation
Change is exciting, but it can also be daunting. For both internal teams and external audiences, new technologies or business models require thoughtful communication. By articulating the benefits and addressing potential concerns, businesses can foster confidence and inspire adoption.
Ready for 2025? Let’s talk
2025 promises a whirlwind of change. Whether grappling with geopolitical shifts, regulatory pressures, or technological innovation, one thing is certain: having a reliable B2B communications practice and a strategic partner by your side makes all the difference.
Vireo Communications specialises in helping businesses in the automotive, transport, and industrials sectors navigate and effect change with B2B communications. From crafting a communications strategy to delivering an integrated marketing and communications approach, we’re here to help you make 2025 your year.
Let’s steady the ship together. Get in touch to discuss how we can help.