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November 2025
Policy continues to play a massive role in shaping the financial realities of our businesses. The ripple effects from the Section 232 lumber investigation and ongoing tariff discussions with Canada, Brazil, and the European Union remind us that trade decisions made in Washington or Ottawa can quickly hit the shop floor.
The good news? Advocacy works! The recent reconciliation bill included several hard-won victories that directly benefit small and mid-sized manufacturers, including a permanent 100 percent bonus depreciation, expanded business interest deductions, and immediate expensing of domestic R&D. These provisions give companies the breathing room to invest in equipment, technology, and workforce development at a scale that used to feel out of reach.
If your business isn’t already factoring these incentives into next year’s planning cycle, now’s the time. Growth doesn’t just come from selling more but also from reinvesting wisely when policy opens a window to do so.
Another shift I’ve seen through conversations with WPA members is that buyers themselves are changing. The pandemic-era supply chain crunch taught customers to value reliability over the lowest price. Many procurement teams now weigh stability, compliance, and sustainability right alongside cost.
That means if you can demonstrate traceability, environmental responsibility, and proactive risk management, you’re not
just competing, you’re closing faster and commanding better margins.
Think of it this way: your customer doesn’t just want pallets or parts. They want assurance. They want to know that when a tariff hits or a policy shifts, you’re already two steps ahead. That kind of confidence is built through relationships, communication, and shared knowledge.
Through the Western Pallet Association, I’ve seen firsthand what happens when businesses get involved rather than watch from the sidelines. Whether it’s joining the Advocacy & Insights Committee, running for the board, or simply attending relevant webinars and briefings, engagement gives you early insight into the trends shaping sales cycles, pricing strategies, and long-term planning.
The best deals don’t just happen when markets are up, they happen when you understand what’s driving them and position yourself accordingly.
As we move into 2026, take stock of your revenue mix, your buyer base, and your level of involvement in the conversations shaping our industry. Because the truth is, diversification doesn’t just protect your balance sheet. It strengthens our entire ecosystem.
Okay, it’s time for me to take my own advice and finally pick out a new couch! See you next time from a much more comfortable writing chair, readers.
WPM