Around the world, geopolitical tensions are rising, trade policies are evolving rapidly, and societal attitudes are shifting. Many companies are now finding the once-predictable pathways of globalisation increasingly replaced by a more fragmented, ‘glocal’ approach.
This trend, often referred to as reverse globalisation, is not just a temporary setback. Rather, it’s a fundamental rethinking of how organisations conduct business in a world increasingly shaped by protectionism and political uncertainty. And for businesses in 2025, the implications of this shift are profound and varied. For many, it means recalibrating risk management strategies, diversifying service offerings, and improving local capabilities to stay competitive.
The decline of the global supply chain
For decades, globalisation has allowed businesses to access affordable labour, scale operations quickly, and tap into new markets. However, this has changed as trade wars, tariffs, and rising nationalism take centre stage. Today, many companies are beginning to reconsider their long-standing reliance on global supply chains.
At the heart of this shift is the increasing complexity of managing cross-border operations. The uncertainty surrounding Brexit, the trade tensions between the United States and China, and the impact of the COVID-19 pandemic on international logistics have all exposed vulnerabilities within global supply chains. These disruptions have highlighted a dire need for companies to build more resilient, adaptable systems.
This ‘glocalisation’ strategy is reflective of a broader trend in which businesses are looking closer to home for solutions. Companies are rethinking the long-standing model of offshoring and nearshoring, instead focusing on regional supply chains that are more flexible, more sustainable, and better equipped to weather political and economic storms.
The logistics sector is a prime example. Crown Worldwide Group, best known for its international relocation services, diversified many years ago to offer solutions to localised client challenges. With a focus on localised logistics, information management, and workplace solutions, Crown has expanded its services. The organisation now provides digital and sustainable solutions that align with the needs of today’s businesses.
Adapting to geopolitical uncertainty
The rise of populist movements, the emergence of protectionist policies, and the increasing use of trade tariffs have all contributed to a climate in which globalisation is no longer viewed as universally beneficial. Instead, businesses are having to adapt to a more fragmented world order. Many businesses are scaling back their global ambitions and reconsidering their approach to international markets, placing greater emphasis on regional supply chains, strengthening local partnerships, and prioritising operational resilience over expansion.
For organisations looking to remain competitive, this shift requires an agile approach. It necessitates a fundamental rethinking of how business is done; one that takes into account not only economic considerations but also political, social, and environmental factors. In this climate, businesses are increasingly turning to procurement strategies that prioritise resilience over scale and localisation over globalisation with the ever present need to consider environmental impact.
Workforce transformation in a post-pandemic world
Another crucial component of reverse globalisation is the transformation of the workforce. Since the COVID-19 pandemic, remote and hybrid working have become the norm for many organisations. This shift, accelerated by the COVID-19 pandemic, has fundamentally changed the way companies approach talent acquisition, employee mobility, and office space management. As businesses scale back on international assignments and long-term relocations, they are investing in new workforce solutions that are more localised and flexible.
In response, Crown Worldwide has expanded its workspace services to help businesses optimise their office environments. This includes asset management, covering IT infrastructure, equipment and office furniture, along with recycling and renewal capabilities to support sustainability goals. Beyond logistics, Crown Workspaces also help businesses to create efficient, engaging workplaces that encourage employees to return to office.
Remote work has reduced organisations’ reliance on physical relocations. However, it has amplified the need for digitalisation – particularly in information management. With hybrid teams and a growing number of digital nomads, organisations must ensure seamless access to critical information anytime, anywhere. Moving to a fully digital system means that organisations can be flexible and responsive to the needs of their workforce, whilst also protecting their future planning. In this sense, workforce transformation is intrinsically linked to supply chain adaptation. Both are driven by the need for businesses to remain resilient and responsive in the face of dynamic change.
Looking ahead to the future of ‘glocalisation’
Looking to the future, while globalisation will not disappear entirely, in the near term it will likely evolve into a more regional model that places greater emphasis on local solutions, supply chain resilience, and workforce flexibility. Companies that make this transition successfully will be those that embrace, rather than ignore, the changing geopolitical landscape, investing in sustainable and digital solutions and empowering local teams to respond quickly to market demands.
Rather than resisting the changing tides, businesses will need to adopt a more agile and “glocalised” approach to operations. While globalisation is evolving, the world will remain profoundly interconnected – just in new ways. The future of international business will present challenges. But, it will also bring exciting opportunities for those who can adapt.
