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- Small businesses face rising costs, inflation, and supply chain issues but remain resilient.
- 45% of entrepreneurs expect growth in 2025 despite uncertainties, while 55% remain cautious.
- Marketing strategies are shifting, with 33% recognizing the value of email and 15% embracing SMS, while 72% plan to use AI to drive growth and efficiency.
Owning a small business in 2025 is no walk in the park. Entrepreneurs are facing a whirlwind of challenges — soaring costs, inflation, supply chain chaos, and fierce competition are just the beginning.
Adding to this mix are unpredictable political shifts, fluctuating trade policies, and changing consumer behaviors. But despite these daunting obstacles, small businesses remain the beating heart of innovation and resilience. A new Small Business Now report from Constant Contact reveals entrepreneurs are not only enduring, but also embracing change and positioning themselves for sustained success.
Entrepreneurial Resilience Through Challenges
The findings from the Small Business Now report underscore the tenacity that defines small business owners.
More than 1,600 entrepreneurs from Australia, Canada, the U.K., and the U.S. participated in the study, and the results are telling. Despite the current volatile economic and political climate, nearly 95% of entrepreneurs said they would choose to start their businesses again.
This is a clear testament to the passion, persistence, and drive that fuel small business owners.
However, this optimism is wisely tempered with caution by many: 45% of entrepreneurs are confident their businesses will grow in 2025, but nearly 55% are uncertain, acknowledging the external challenges that could pose risks to their success.
This mixed outlook reflects the realistic understanding of the hurdles that lie ahead.
Rethinking Marketing Strategies to Diversify Beyond Social Media
While social media has long been a dominant tool for small business marketing, many entrepreneurs are waking up to the reality that it’s no longer enough.
The Small Business Now report finds that 63% of SMBs still rely on social media as their primary marketing tool, but an increasing number are branching out. The constant flux of social media algorithms, rising ad costs, and the unpredictability of organic reach are driving businesses to diversify their marketing strategies.
The report identifies some of those alternate strategies: 33% of SMB owners recognize email marketing as an underutilized resource for lead conversion and customer loyalty, while 15% have begun exploring SMS/text marketing, taking advantage of its high engagement rate.
“Newer small businesses are social-first but are starting to see why incorporating other marketing channels are powerful tools to deepen customer relationships and drive loyalty,” said Louis Gutierrez, Director of Tech and AI at Constant Contact. “While social media is important, consider underutilized channels like email and SMS — because that’s where the real value lies. AI can help automate and personalize communications across all these platforms, enabling today’s entrepreneurs to reach a broader audience without increasing their workload.”
The Power of Technology and AI in Driving Growth
Making changes to marketing tactics is only one small adjustment businesses need to make this year.
“Adaptability isn’t just a survival tactic; it’s a growth strategy,” Gutierrez explains. “By embracing advanced technologies like AI to maintain stability and work smarter, small businesses can turn challenges into opportunities and redefine what it means to thrive in any economic landscape.”
Technology is truly a game-changer for small businesses; 91% of small business owners agree that technology has been essential to their success, and the embrace of artificial intelligence (AI) is becoming increasingly widespread.
By the end of 2025, 72% of small businesses plan to incorporate AI into their marketing strategies, leveraging it for content creation, customer data analysis, and personalized marketing.
AI is not only enhancing marketing efforts but also streamlining operations, freeing up time for entrepreneurs to focus on strategic growth.
Strategic Recommendations for SMBs in 2025
As entrepreneurs look ahead, several key strategies are emerging to help them navigate the challenges of an uncertain economic environment:
- Focus on Long-Term Customer Relationships: Retaining existing customers is just as important as acquiring new ones. Personalized experiences, loyalty programs, and thoughtful customer retention strategies will help businesses foster lasting relationships.
- Diversify Marketing Channels: While social media remains a critical tool, diversifying into email marketing, SMS, and other owned channels will ensure more reliable customer engagement. This balanced approach mitigates the risk of relying too heavily on any one platform.
- Leverage Technology and AI for Efficiency: The integration of AI and automation into daily operations may soon no longer be optional. Entrepreneurs who embrace these tools can streamline marketing, optimize internal processes, and make smarter, data-driven decisions that drive long-term growth.
Thriving in an Uncertain Future
While the future may seem fraught with uncertainties, small businesses are displaying extraordinary resilience.
Gutierrez advises that when using AI for everything from personalization to automation, small businesses can operate smarter, not harder, which is the key to long-term success.
In 2025, small business owners who prioritize adaptability, technological integration, and well-rounded marketing strategies are well-positioned to overcome the complexities ahead. With the right tools and strategies in place, the road to success is not only possible — it’s within reach.
