Wickett Advisory May 2025 Insights This month I’ve been focused on what I am trying to achieve, for myself and my business. My behaviour...

We’re living through a new kind of uncertainty. Not the occasional shock or unexpected shift—but a persistent, ambient instability. Markets are jittery. Geopolitical tensions simmer. Generative AI, climate risk, culture wars—none of these pressures are new, but they’re now combining in ways that feel relentless. For business leaders, the challenge isn’t just to respond. It’s to lead through the fog. This is a conversation I’ve been having recently with quite a lot of CEOs.

On geopolitics – Forecasting long-term global trends is increasingly futile. The divergence between best- and worst-case scenarios is too vast. Yet, while the West obsesses over US retrenchment, China’s rise, and Europe’s struggle for autonomy, much of the Global South (or Global Middle if you prefer) is simply adapting.

What is President Trump trying to achieve with his tariffs? Until we answer that, it’s hard for governments or businesses to know how to respond—or how to get the tariffs lifted. Here's what I’m hearing - there are four rationales...