FDI CEO Outlook 2025: Doug Bruhnke, Global Chamber
Doug Bruhnke is CEO and founder of Global Chamber, a platform and community of CEOs, executives, investors and leaders across 525 chapters globally that strategically connects members anywhere for more impact and success.
How would you describe the 2024 year in business from the Global Chamber’s perspective?
Global Chamber members are everywhere, and they’re involved mostly in exporting and FDI, so it was a good year. In 2024, total global trade increased 3% to $33 trillion. We saw strong performance in technology, artificial intelligence, semiconductors, agriculture, agtech, information and communication technology, apparel, healthcare, energy and life sciences.
The growth was not uniform regionally, so across our 525 chapters and 195 countries, there was a mix of stronger and weaker performers. The Americas, the Middle East, Africa and East Asia were strong, while some countries, such as India, were weaker than expected – although the long-term outlook in India is positive.
A shift of manufacturing from China to Anywhere But China, along with initiatives to encourage more manufacturing at home, plus strong tourism, created investment opportunities from Vietnam to Mexico, and in parts of Europe.
Global demand driven by a sense of optimism kept global traders and investors busy. The countries with good trade policies driven by solid economic fundamentals, and which continue to move forward with fewer regulations and less overreaction to market noise, gained ground.
What are the main challenges facing the sector and your organisation/membership in 2025?
Geopolitics will play a more significant role in 2025, and fears of tariffs and shifting alliances are already causing many to be more cautious. Yet market demand is still strong, and health and wealth continue to rise post-covid. So it will be this that will rule the day, not noise from politicians.
“Those companies and countries that ride the waves of growth, and continue to invest in technology, will stay ahead. Good strategies with solid implementation are always a winning formula.”
Doug Bruhnke, Global Chamber
Companies would be advised to stick with good growth strategies, despite what they might see on the news with “nattering nabobs of negativism”. That noise won’t go away, but most of us will get more used to it. It’s hard to see demand going away through that process. So executives will need to stay the course and be more global than ever, global and unstoppable!
Those companies and countries that ride the waves of growth, and continue to invest in technology, will stay ahead. Good strategies with solid implementation are always a winning formula.
The Global Chamber is growing as well, and our investment in people and technology is accelerating, including more support to members than ever through what we believe will be continued growth.
What are likely to be the chief positive influences on strategy this year?
Companies that are investing in AI and technology, and are flexible and resilient in the face of the distracting noise with shifting markets, will continue to succeed. Those that fail to adapt will be more challenged in 2025.
Meanwhile, tariffs may be mostly noise and negotiating tactics. For instance, South Korea and Japan have already jumped ahead by committing to and investing in more military spending, and that will largely keep tariffs away.
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Europe, in the face of shifting military dynamics, will also invest more in defence, and so that sector will be strong. Most of the same industries as 2024 will see growth in 2025, and watch for the influence of the African Continental Free Trade Area and other regional trade agreements in driving more trade and growth in agriculture, technology, energy, healthcare and hospitality.
Putting politics ahead of science is a potential threat to the US and world, but here’s hoping that smarter, cooler heads prevail in the face of any health dangers.
Despite disruptions and uncertainty, we will all need to take a deep breath and adjust along the way to see success on par with 2024. Pragmatism and not politics will be a winning strategy. We can do this! Global Chamber wishes all our members and the global tribe the wisdom, resilience and strength to succeed in 2025.
