2024 in Review and What to Expect in 2025

A Look Back at 2024

For many in the building materials and manufacturing industries, 2024 was a year of stability. Here's a recap of some key highlights from the past year:

Steady Sales with Few Disruptions

After years of pandemic-related turbulence, this year felt refreshingly consistent. While some businesses saw flat sales or slight increases, the overall sense was that we were operating in a more predictable climate. Supply chain issues, once a major headache, largely disappeared, and materials acquisition rarely stalled projects—a welcome relief for many clients. We’re seeing many clients have a stronger backup plan for supply chain breaks, especially now post-election and in anticipation of harsher tariffs.

Cautious Optimism Before the Election

The most recent election undoubtedly brought some hesitation to the business landscape in the earlier part of the year. Economic uncertainty often tempers decision-making, and we observed this effect as clients approached 2024 with measured caution. While merger and acquisition activity remained steady, other areas, like significant capital investments, seemed to pause until the electoral dust settled.

A Return to Normal

One sentiment we kept hearing throughout the year was how 2024 felt like “business as usual” for the first time in years. The absence of supply chain chaos and other pandemic-era disruptions allowed companies to focus their energy on improving efficiencies, stabilizing operations, and implementing long-term growth strategies.

What Lies Ahead in 2025?

After a year of stability, 2025 is shaping up to be a year of growth and excitement. Positive signals in the final months of 2024 give us reason to feel optimistic about the future.

Economic Momentum Post-Election

Elections have a way of causing businesses to tread carefully, but now that the uncertainty is behind us, we've seen confidence return to the marketplace. The contracts and capital investments approved in the final two months of 2024 are strong indicators that 2025 will bring accelerated growth for manufacturers and building materials suppliers. Many clients are forecasting significant sales increases in the coming year, which speaks to the optimism surrounding consumer confidence and small business policies.

The Growing Role of Technology

From a marketing and operations standpoint, technology continues to play an integral role in driving efficiencies. Specifically, we're seeing artificial intelligence (AI) integrate into more daily activities across industries. Whether it’s improving data management or streamlining workflows, AI and other tech investments are helping manufacturers and suppliers operate with greater precision and scalability.

For 2025, it’s clear that businesses planning to grow will also need to prioritize oversight and organization of their data. Harnessing technology for these purposes will be critical to remain competitive in an increasingly digital-driven market.

A Return to Traditional Marketing

Interestingly, amidst the excitement for all things digital, we're witnessing a renewed interest in traditional marketing tactics such as physical mailers and trade shows. This shift reflects a broader craving for human connection—perhaps a lingering effect of post-pandemic social isolation, or simply a desire to balance digital advancements with genuine, face-to-face interactions.

For manufacturers and building material companies, this indicates that customers are eager to experience products and personal connections in ways that digital alone cannot replicate. Trade shows and print promotions are expected to see a surge in attention as businesses use a hybrid approach to connect with their audience more effectively.

A Positive Outlook for Small Businesses

From a policy perspective, we're heading into a favorable environment for small businesses in 2025. Renewed investment, consumer optimism, and less uncertainty open doors for smaller players to make bold decisions and capture market share. There’s never been a better time to leverage smart strategy, targeted marketing, and technology to fuel sustained growth.

Key Takeaways for 2025 Success

For those in manufacturing, building materials, and small business ownership, the coming year presents opportunities to innovate and lead. Here are a few considerations to ensure 2025 is a year to remember:

AI and data-driven tools are no longer optional. Leverage these innovations to make better decisions, optimize operations, and stay ahead of the competition. But take the time to thoroughly vet who you will be partnering with, as the deeper we get into these platforms, the more interwoved and deeply connected our businesses are to the tech stack we select now.

From mailers to trade shows, the basics are making a comeback. Find ways to balance digital and traditional methods to amplify your marketing impact.

With more businesses forecasting growth in 2025, be ready for an uptick in demand. Strengthen your supply chains and ensure your processes can handle increased activity.

Whether it’s through personal customer interactions, in-person events, or enhanced customer service, building authentic relationships will be key to driving long-term loyalty.

Closing Thoughts

Looking back, 2024 may not have been the most groundbreaking year, but it brought our industries a much-needed chance to recalibrate. And with this new foundation, 2025 promises excitement, growth, and greater opportunities. Again, this is simply what I’ve seen over the last year and the conversations I’ve had from where I’m sitting.

Now is the time to focus on leveraging technology, forging strong connections, and exploring creative marketing strategies to stay ahead in evolving markets.

On a personal note, one big highlight for Creativate was becoming a certified, woman-owned business status. I’m proud of the work we do and the opportunities we have to support our clients and our industries. I wake up every day grateful to work with so many incredible, genuinely wonderful people. I don’t take it lightly. If you’re a client, thank you for allowing our team to serve you.

Here’s to a prosperous 2025—may it bring meaningful growth, innovation, and success to your business. Let's make it a year to remember!

Cheers,