Are you thinking about expanding into the U.S.?
You're not alone. In 2025, the United States will remain one of the most dynamic business environments in the world. But this isn't the same playing field it was even a few months ago—new technologies, evolving consumer expectations, and shifting talent dynamics reshape how companies grow, compete, and connect.
Understanding these changes is essential. Whether building your U.S. presence from scratch or scaling an existing one, keeping up with the trends below will help you make smarter, faster, and more confident decisions.
Digital Infrastructure, A Non-Negotiable Foundation
In 2025, robust digital infrastructure is essential for competitiveness in the U.S. market. Companies are investing heavily in fiber optics, data centers, and cloud-based solutions to meet the demands of a digitally driven economy.
For international businesses, aligning with this digital transformation is essential. Embracing cloud-native systems, AI integration, and automation enhances operational efficiency and meets the expectations of U.S. partners and clients who assume seamless digital integration across all platforms.
Hybrid Work Models: The New Standard
The hybrid work model has become a permanent fixture in the U.S. workplace. Employees value flexibility, autonomy, and work-life balance, making hybrid policies a key factor in attracting and retaining top talent. According to the MIT Sloan Management Review, companies focusing on developing hybrid work norms at the business function level are gaining more traction with employees.
While some companies push for more in-person presence, like Intel's 2025 move to a four-day on-site schedule, others continue investing in remote infrastructure to access broader talent.
However, this shift indicates a trend where businesses seek a balance between flexibility and in-person collaboration to drive innovation and productivity.
Localized Consumer Experiences
U.S. consumers expect personalized and culturally relevant experiences. Generic approaches are no longer sufficient. Businesses must tailor their messaging, support, and branding to resonate with local audiences, ensuring relevance and engagement in a diverse market.
Localization goes beyond language translation—it involves adapting products and services to meet regional preferences and cultural nuances. International businesses must invest in localization strategies to connect with U.S. consumers and gain a competitive edge.
ESG Commitments: A Competitive Advantage
Environmental, Social, and Governance (ESG) considerations increasingly influence business decisions in the U.S. Companies prioritizing sustainability and transparency, which are gaining a competitive advantage.
American consumers align their wallets with their values, and sustainability is at the top. Businesses embracing eco-friendly practices such as green energy or carbon offsets are gaining significant competitive advantages. Orbiss emphasizes the need for a personalized roadmap and long-term growth strategies—sustainability can be a key pillar in that roadmap.
According to a McKinsey report, products making ESG-related claims averaged 28% cumulative growth versus 20% for products that made no such claims. This report also states that 60% of respondents are willing to pay more for sustainable packaging products.
How Can You Meet the Growing Challenges of U.S. Regulatory Compliance?
Compliance in the U.S. doesn't follow a one-size-fits-all model. Tax laws, labor regulations, and data privacy rules vary federally and by state, and changes are accelerating.
This patchwork of policies can be overwhelming for international companies, but it's manageable with the right strategy.
Working with a partner who understands federal and state-level compliance helps ensure your business avoids penalties and stays audit-ready, even as rules evolve.
The U.S. has great potential, but expansion is rarely straightforward. At Orbiss, we help international founders and finance leaders simplify their U.S. growth with expert support in compliance, tax, and finance operations. Let's discuss how we can support your success.