87% of Distributors Still Expect Growth—Here’s Why

To say the wholesale distribution & manufacturing industry is in a state of uncertainty would be an understatement to say the least. And in this environment of "Tariffs On/Tariffs Off," the chaos seems to get worse all the time.

So why do the vast number of distributors still predict growth for 2025?

In this episode of Around The Horn in Wholesale Distribution, hosts Kevin Brown and Tom Burton break down the latest economic trends, industry shifts, and emerging technology impacting wholesale distribution and manufacturing. From supply chain challenges to AI-driven business transformation, they discuss the real-world impact of tariffs, nearshoring strategies, and the future of e-commerce in distribution.

Key Takeaways:

• Economic Uncertainty vs. Market Opportunity – Despite inflation concerns and fluctuating tariffs, 87% of distributors still expect growth.
• The Role of AI & Automation – How generative AI, digital twins, and virtual reality are transforming manufacturing and distribution.
• The Tariff Debate – The long-term impact of tariff policies and nearshoring strategies on supply chains.
• Marketing & Sales Alignment – Why B2B marketing is now a strategic driver of revenue and how distributors can leverage digital engagement.
• Cybersecurity & Risk Management – The 42% mistake CEOs are making when it comes to cyber threats and data security. 

Also, we're proud to announce the launch of Around the Horn 2.0—a deeper dive into big ideas and bold conversations shaping the future of the industry. More details soon!

Key Topics & Timestamps:

{00:00] Introduction & Announcements
New Around the Horn 2.0 format for deeper industry discussions.

[07:45] The Economy: What’s Hype vs. Reality?
Why consumer and business sentiment are conflicting with actual economic data.

[18:30] The Tariff & Nearshoring Debate
How nearshoring, reshoring, and “friendshoring” are shifting global supply chains.

[29:15] AI & Virtual Reality in Manufacturing
How GM and Volvo are using VR for pre-production, reducing costs and enhancing workplace safety.

[42:00] Marketing as a Revenue Driver
Why B2B marketing is evolving beyond branding into a core business growth function.

[55:10] Home Depot’s AI-Powered “Magic Apron”
What distributors can learn from customer-centric AI tools that improve the buyer experience.

[1:05:25] Cybersecurity: A $4M Mistake
Why 42% of CEOs are underprepared for cyberattacks and how distributors can protect their data.

[1:15:45] Closing Thoughts & What’s Next
Final reflections and preview of next week’s guest.

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