February 2025
importance of technology in strengthening industry relationships, improving business operations, and navigating an evolving marketplace.
Technology, he argued, is not just a tool for efficiency but a way to build deeper relationships and enhance collaboration. He urged the industry to shift from simply adopting technology to strategically leveraging it for better client service, business growth, and long-term sustainability.
Bartalini warned against the dangers of stagnation, citing the failures of once-dominant companies like Sears, Blockbuster, and Kodak, which fell behind due to their reluctance to evolve. He pointed to rising costs, labor shortages, and increasing quality demands as challenges that require a proactive, technology-driven approach. Digital platforms, AI, and CRM systems, he suggested, can revolutionize customer interactions and business operations.
Encouraging attendees to embrace innovation, Bartalini concluded with a powerful message: stop guessing and start winning by integrating smart technologies that foster stronger connections and future-proof businesses in an era of rapid change.
Global Supply Chain Pressures and Resilience
"We are in a very volatile market," Heidi Lindemann of CEVA Logistics said in her presentation. "It's important to have not just one, but multiple supply chain strategies to adapt to unexpected disruptions."
At the 2025 WPA Annual Meeting, she delivered a deep dive into the geopolitical, economic, and environmental factors shaping global supply chains. She focused on how businesses can navigate volatility, adapt to changing market dynamics, and build resilience in their supply chains.
Lindemann illustrated the complexity of modern supply chains using the simple example of a T-shirt's journey—from cotton fields to final retail delivery, involving multiple countries, transport modes, and logistics challenges. This example reinforced her key point: Global events—such as labor strikes, geopolitical conflicts, and climate change—impact even the smallest supply chains, making resilience a necessity, not an option. She highlighted labor challenges in the U.S., Canada, and Europe, along with conflicts in the Red Sea and Taiwan Strait that have disrupted key shipping lanes.
"Even a one-day port strike can cause up to five days of supply chain disruption," she noted.
Ocean freight market volatility was another major focus, with Lindemann outlining how shipping rates, capacity, and reliability are constantly shifting due to geopolitical tensions and supply-demand imbalances. She cited the Suez Canal crisis and Panama Canal water shortages as significant factors impacting global freight costs. Additionally, she discussed the growing role of AI and automation in supply chain forecasting, enabling businesses to predict and adapt to shifting trends. "Forecasting and supplier diversification are critical," she emphasized.
"Companies that rely on a single source of supply are at greater risk when disruptions occur."
Looking ahead, Lindemann predicted continued supply chain reshuffling, particularly with companies shifting sourcing from China to Southeast Asia and nearshoring to Mexico. She also addressed the impact of environmental regulations, noting that emissions targets and sustainability initiatives are pushing logistics providers to explore greener shipping solutions.
Despite uncertainty, she struck a cautiously optimistic tone: "The global supply chain has proven to be incredibly resilient, even during crises like COVID and the Red Sea conflict. The key to success is agility—being flexible and prepared for change."
By staying informed, diversifying supply chain partners, and leveraging strategic forecasting tools, she noted, businesses can better navigate market disruptions and maintain stability in an unpredictable world.