Day 2 at Accountex 2025 gave us a healthy dose of reality and optimism. The economic outlook may feel uncertain, but the conversations I heard today focused less on fear and more on resilience, reinvention, and something we don’t talk about nearly enough in finance: empathy.
Here are my key highlights and thoughts from a packed day of insight and inspiration:
Businesses Are Cautious – But That’s Not Always a Bad Thing
A recurring theme from the ACCA sessions was caution – businesses pulling back on spending and hiring due to US trade positions and knock-on effects globally. While 2025 is set to be a challenging climate, this also brings opportunity.
Key takeaway: Resilience isn’t about pushing forward blindly. It’s about understanding your risks and responding thoughtfully.
Recovery Always Follows a Recession
We were reminded that downturns have cycles. And what follows a recession? Recovery. Now is the time to analyse your client base: who are the rising stars, and who might need more support? Pricing strategy, restructuring, and understanding your value are all key.
Things to consider:
- Segment and price services carefully – some clients can afford increases, some can’t.
- Don’t apply blanket policies – be responsive, not reactive.
- Think customer-first – what do they really need from you?
Don’t Cut Empathy During a Crisis
One of the most powerful ideas shared today: in a crisis, don’t cut empathy. Too often we respond with silence or try anything out of desperation. But waiting too long, or doing too much without direction, can erode trust.
Instead, try this:
- Pick up the phone – don’t hide behind emails.
- Follow up with warmth, not automation.
- Train teams in empathetic listening – clients remember how we make them feel, not just what we do.
Internal Culture = External Loyalty
One quote I scribbled down: “People will never forget how you made them feel.” That applies to clients, but also our team. If we want long-term loyalty, we must start by focusing internally.
Empathy in action:
- Check in on your team: “How are you, really?”
- Ask staff what support or learning they need, especially trainees.
- Make team culture a strategic priority, not just a nice-to-have.
Inclusive Communication Is a Superpower
In one session, we heard that 76% of communication is interpreted incorrectly. That’s a staggering stat. As communicators, marketers, and advisors, we have to be crystal clear and kind.
Tips I took away:
- Use simple, consistent messaging.
- Think about different learning and processing styles.
- Broad appeal doesn’t mean bland – just inclusive.
The Future of Accounting Is Human + AI
There was buzz around AI, but the message was clear: technology isn’t replacing us, it’s amplifying us. Critical thinking, relationship building, and emotional intelligence are the real differentiators.
How to stay future-fit:
- Train teams not just in software, but in problem-solving.
- Make sure new trainees feel “ready to work” with real-world scenarios.
- Consider buddy systems and process champions – this helps build both skills and trust.
Final Thought: Be Human About the Plan
The world of business can feel cold in a downturn but we’re not spreadsheets. The firms that win trust now will be those that remain human, honest, and helpful.
So as we brace for a tougher economic period, let’s not forget the real differentiator in accounting today: people.
Focus on your team. Focus on your clients. Focus on making every interaction feel considered.
Author: Victoria King, Marketing Manager
Any views or opinions represented in this blog are personal, belong solely to the blog owner, and do not represent those of Plus Accounting. All content provided on this blog is for informational purposes only. The owner of this blog makes no representations as to the accuracy or completeness of any information on this site or found by following any link on this site.
Date published: 19 May 2025