Read the latest issue of the magazine dedicated to surface treatments and organic and inorganic finishes: special issue on PaintExpo 2026!
I never thought I would revert to using a word so inflated that I would prefer any synonym over it, even if it meant losing some nuances of meaning. Yet, I cannot help but resort to the word ‘resilient’ to describe the mindset the Western manufacturing industry must adopt to avoid succumbing to the uncertainty, instability, and energy crisis looming on the horizon.
The crisis in the Strait of Hormuz, caused by the conflict in the Middle East, is diverting LNG flows intended for Europe towards Asia to compensate for the lack of supply directly from the Strait. The global market is seeing its prospects for rebalancing and downward price trends, expected for 2026-2027 following the 2022 peak, fade away. Future developments will largely depend on how this conflict is resolved and on the future stability of the Strait. The outlook for the Gulf states, which were expanding their international presence and generating steadily increasing demand for goods from Western markets, is also highly reliant on the outcome of the crisis.
Despite these uncertainties, the industry must show adaptability and foresight, responding pragmatically and investing in technological innovation and efficiency.
In my editorial just two issues ago, I emphasised the importance, for both the industry and entrepreneurs, of embracing the unexpected to develop creative solutions. Today, this appears to be the only viable way to overcome the obstacles we are facing.
We must turn this crisis into an opportunity to rethink processes, materials, and production models, leveraging the numerous innovations of the last twenty years. Optimising energy consumption will become a matter of survival, not just sustainability. The importance of collaborating and sharing expertise across the supply chain will be clearly seen in our ability to develop effective solutions.
The upcoming PaintExpo trade fair, taking place from 14 to 17 April in Karlsruhe (Germany), will be a prime opportunity to unite the entire sector, address these issues together, promote research, and review or adjust investment strategies.
The pages of this extensive issue of ipcm® mark a milestone with 100 advertisers – nearly as many as the magazine issues published since 2010 – and offer a wealth of insights and detailed information on processes, operational methods, and efficiency analysis and enhancement technologies, provided by both companies exhibiting at the trade fair and other market players.
It could genuinely serve as a ‘survival guide’ containing the experiences of companies that have already adopted these technologies.
In times of crisis, end users seek reassurance, not just products: they want to verify the reliability, operational continuity, and adaptability of their suppliers. Perceived value shifts: issues such as energy efficiency, supply chain resilience, sustainability, and cost optimisation take centre stage.
The worst move anyone could make now is to halt marketing. Instead, marketing should shift towards technical and practical content, showcasing strength and expertise, and positioning the company as a strategic partner rather than just a supplier. Historically, businesses that have continued investing in communication during crises have emerged stronger, consolidating their brands, while others have faded from view.
Looking ahead with confidence does not mean ignoring challenges but recognising the technological and cultural resources already available to tackle them.
READ THE MAGAZINE!