Navigating Uncertainty in 2026

Right now, the trades and construction industry is facing a period of significant uncertainty. It is a scenario that many have not experienced for several years, although some may recall the similar energy that permeated the market during the COVID-19 period.

Whether you have been in business for five, ten, or twenty years and are accustomed to the rollercoaster ride of entrepreneurship, or you are a newer business owner experiencing these challenges for the first time, it is crucial to understand how to protect your current assets and prepare for the future.

Below are practical steps to help you create certainty when the external world feels unstable.

Start with the Right Mindset

Uncertainty often triggers fear. When faced with unfamiliar situations, the brain defaults to survival responses like fight, flight, freeze, or fawn. However, you can choose to channel that energy into clarity and action.

Before focusing on tactics, establish a strong mental framework.

1. You Create Your Perspective

You assign meaning to everything around you. Economic shifts and industry changes are neutral events, but your interpretation shapes your response. Recognising this gives you control.

2. Everything is a Choice

Even in challenging times, you always have options. Accepting responsibility for your choices is the first step to regaining control.

3. Focus on What Matters Most

Instead of chasing growth, this may be a time for stability. Prioritise what matters right now: your cash flow, customers, team and core operations.

4. Control What You Can

Focus your energy using three circles:

• Circle of Control: Your thoughts, actions, and decisions
• Circle of Influence: Your team, customers, pricing and relationships
• Circle of Concern: External factors like global events and media

Let go of what you can’t control and double down on what you can.

Take Action: The Three C’s

To navigate uncertainty effectively, focus on Cash, Customers and Community.

1. Cash and Profitability

Cash flow is critical, but profitability comes first.

• Review your costs regularly
• Adjust pricing to reflect rising expenses
• Understand the difference between expenses and investments
• Work closely with your accountant or bookkeeper

Absorbing cost increases long-term is not sustainable, your pricing must protect your margins.

2. Customers and Suppliers

Strong relationships are your greatest asset.

• Contact customers and suppliers regularly
• Be transparent about pricing changes
• Communicate early about cost increases or delays

Connection builds trust, and trust builds long-term stability.

3. Community and Team

Your team needs leadership more than ever.

• Check in on employee wellbeing
• Create a safe and supportive work environment
• Recognise effort and maintain open communication

A strong team culture drives resilience during uncertain times.

Case Study: Apex Plumbing Solutions

Apex Plumbing faced rising material and fuel costs in early 2026. Initially, the owner tried to absorb the costs, which quickly eroded margins.

By shifting focus to what he could control, he:

• Adjusted pricing with transparent surcharges
• Communicated directly with clients and suppliers
• Strengthened team engagement through regular check-ins

The result: improved profitability, stronger relationships and a more resilient business.

You Don’t Have to Do It Alone

Uncertainty is part of business, but you don’t have to navigate it by yourself.

With the right mindset, clear focus, and strong connections, you can protect your business and position it for long-term success.

If you need support, guidance, or advice, reach out to the team at PROTRADE United.

Written By
Jon Mailer
CEO & Founder – PROTRADE United
Author of ‘Not Just a Tradie’