Just like businesses, industries go through stages. And just as your business lifecycle stage can influence which strategies work best for you right now, the current state of your industry can have a profound effect on your company’s success—for better or worse.

The “industry effect” is so influential that, according to McKinsey, even average companies in great industries tend to outperform great companies in declining industries.Disclosure 1 The National Center for the Middle Market agrees. Their research found that simply operating in a robust industry can have a greater influence on growing businesses than any other action a company can take.Disclosure 2

“Industry transitions trigger the need for businesses to respond,” says Mary-Crawford Taylor, head of Industry Specialty at Truist Commercial. “Having a financial partner with a deep understanding of their industry can ensure that business leaders are positioned to evolve with the trends that affect them.”

That idea is at the heart of Truist Business Lifecycle Advisory. Your Truist relationship manager will be there to provide advice, offer support, and connect you with industry specialists if needed. 

Defining the industry lifecycle 

Any given industry will typically embody four stages during its lifetime: introduction, growth, maturity, and decline.Disclosure 3 It’s almost a mirror image of the business lifecycle, which includes early, growth, established, and transition stages.

Graphic lists the stages of the business lifecycle (early, growth, established, and transition) and the industry lifecycle (introduction, growth, maturity, and decline).

Here’s a closer look at how the industry and business lifecycles can interact.

Introduction – This is when new products and services are being developed. Research is still ongoing, and consumers are curious. Examples of industries in the introduction stage include artificial intelligence (AI) and self-driving vehicles.

This phase can be a proving ground for early-stage businesses in the midst of new ventures. Or it could provide the spark of innovation an established or transition stage business needs to trigger a turnaround. Think about an established logistics company that develops a way to use AI to increase efficiency and move ahead of its competition.

Growth – In this phase, a recently introduced offering has been accepted by consumers and demand is soaring. Think hybrid and electric vehicles, telehealth services, and videoconferencing software.Disclosure 4

“An industry in the growth stage can present a great opportunity for established businesses in adjacent industries to get in on the market through mergers, acquisitions, or other investments,” says Jason Smith, head of Truist Dealer Commercial Services. “The auto industry, for example, has shown an increased focus on investing in ancillary businesses that complement their core competencies—such as auto-related technology startups, reconditioning body shops, and car washes.”

Maturity – Growth begins to slow at this stage. Consolidation leads to fewer competitors and lower product differentiation. The smartphone industry is a good example. With a handful of companies offering similar products, brand preference becomes critical.

“Companies in mature industries are usually in the established stage,” says Taylor. “Take the pet food industry as another example. Consumers are loyal to the brands they love, but by researching and acting on emerging trends—like the growing popularity of natural ingredientsDisclosure 5—a pet food company could potentially reposition their product offerings and reenter the growth stage.”

Decline – In this phase, an industry is no longer able to support growth. Reasons for the decline could range from macroeconomic changes to shifts in consumer demand. One example is the manufacturing of computer peripherals, such as keyboards, mice, printers, and flash drives—edged out by the rise of smartphones and tablets.Disclosure 6 Companies in a declining industry often look to transition into an adjacent market. Netflix’s successful shift from DVD rentals to streaming is a familiar example.

Having a financial partner with a deep understanding of their industry can ensure that business leaders are positioned to evolve with the trends that affect them.
Mary-Crawford Taylor, Head of Industry Specialty, Truist Commercial

The importance of industry expertise

Industry trends could be driven by factors such as new technology, additional laws or regulations, or societal or macroeconomic changes. Some might signal a short-lived peak or valley, while others could indicate a long-term shift toward a new stage of the industry lifecycle. For example, the Food Safety Modernization Act will have long-ranging implications for the food and ag industry when it goes into effect in January 2026. Companies will need to build and maintain the infrastructure needed for increased traceability in the food supply chain.

Identifying industry trends early can help you seize new opportunities or avoid emerging threats. That could involve restructuring internal operations to better manage cash flow during a slowdown, innovating new products to meet consumer demands, or pursuing a merger or acquisition to add capabilities.

“Working with an industry specialist can give you an even sharper advantage,” says Taylor. “Our collaborative team approach pairs local bankers with industry specialists who can identify and analyze trends, work with you to evaluate risks, and provide strategic advice to help you achieve your vision.”

Here are three examples of how Truist’s in-depth industry insights could provide guidance for businesses.

Tracking consumer buying patterns in the beverage industry: In a recent market update, Truist’s beverage industry specialty team identified two emerging trends that could trigger innovation for beverage companies. First, the ready-to-drink (RTD) category—especially spirits-based cocktails—has been growing in volume for eight straight years. They’ve become a popular alternative for all drinking occasions. Second, the concept of premiumization is driving alcohol sales, especially among spirits like tequila and whiskey. The trend reflects consumers’ increasing demand for quality and authenticity. Developing new product ideas to capitalize on these trends could signal growth opportunities in the industry.

Using automation to address labor and supply chain issues in the food and agribusiness industry: Truist’s food and agribusiness industry specialty team recently reported on the trend of using automation to address lasting effects from the pandemic, including labor shortages and supply chain disruptions. More food companies are using advanced manufacturing techniques to reduce the need for manual labor. Automation and robotics can also help improve storage, refrigeration, and shipping efficiency. Businesses can use trends like these to guide their decisions on the ROI of retrofitting or replacing equipment.

Analyzing shoring trends in the transportation and logistics industry: For many years, offshoring manufacturing operations was a common strategy for businesses looking to reduce production costs. But as Truist’s transportation and logistics industry specialty team recently discussed, companies are now shifting away from overseas operations and moving toward reshoring and nearshoring them. The movement among companies to bring operations closer to home—often to avoid geopolitical turmoil—presents opportunities for transportation and logistics companies. Armed with information about manufacturing hubs being built in North America, particularly the Southeast United States, companies can be poised to step in and meet new demand.

“These types of data and insights can help businesses see potential opportunities and pitfalls,” says Taylor. “Our Truist industry specialists assist their clients by providing them the information that helps them to decide their next move.”

Weighing the risks and rewards of industry trends

Making changes to your business to align with an industry trend can be a big investment. It’s important to be confident you’ll get the return you expect. That could mean first thoroughly analyzing the trend with an industry specialist to measure its potential staying power.

“For example, sudden changes brought on by economic or political shifts are likely short-lived,” says Taylor. “Knowing that, you can stick with your business plan rather than making investments that could cost you later.”

The risks of acting on trends that don’t pan out include wasted resources and even damage to your brand.

“It all comes back to the industry lifecycle,” says Taylor, “and the importance of identifying trends that could lead to decline and those that could spark a growth stage—and new opportunities for your company.”

What industry-specific advice can benefit you right now?

Contact your Truist relationship manager to see how we can help meet the evolving needs of your business.

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