As the Honorary Consul of Finland to the City of Boston and New England (MA, MN, NH, RI, VT), Professor of Entrepreneurial Management, former Family Business Owner, and Business Advisor, I actively support Nordic companies navigating the complexities of U.S. market entry and expansion, now and in the future. With the evident political changes on the horizon, domestic U.S. and foreign companies operating in the country across sectors face questions about how the policy shifts might impact their strategies and long-term success. For foreign companies, in particular, adapting to this environment will require flexibility and strategic planning while focusing on preserving core values.
The second Trump term will likely present opportunities and challenges for Finnish and Scandinavian companies, especially those operating or planning to operate in the U.S. during and after the following five years.
- On the one hand, a pro-business, deregulated U.S. market may favor specific industries and offer avenues for targeted agreements.
- Conversely, issues related to trade volatility, environmental standards, and potential reputation risks are considerable, especially for companies focused on sustainability and global stability.
To illustrate, let’s consider three hypothetical Finnish companies: NordFinn-AI Solutions, an AI-driven analytics provider; NordFinn-Eats, a consumer-oriented food brand; and NordFinn-Tech, a clean energy technology firm — to explore how companies across industries might thrive in a changing U.S. environment. I analyze each company in the Appendices below by comparing current market conditions with those emerging post-January 2025. I also apply scenario planning to consider how each company can adapt to unpredictable regulatory standards, trade policies, and market demand shifts. Note: In scenario planning, the assumption is that each scenario is equally likely when drafted.
Company cases:
- NordFinn-AI Solutions is a Finnish company specializing in AI-driven sustainability analytics. It helps businesses optimize their sustainability practices, reduce carbon footprints, and meet regulatory standards. NordFinn-AI is considering expanding into the U.S. market with a hub in Boston.
- NordFinn-Eats is a Nordic food brand offering health-oriented, sustainable foods such as organic rye crackers, smoked fish, and plant-based protein snacks. The company has a reputation for quality and transparency in ingredients and aims to continue its expansion in the U.S. with distribution channels in grocery stores and e-commerce.
- NordFinn-Tech is a Finnish high-tech company that develops advanced solar energy systems and energy storage solutions for large-scale industrial clients. The company is known for its innovative technology and plans to expand into the U.S., initially focusing on states with high renewable energy goals.
Below is a generic-level SWOT analysis targeting Nordic companies more broadly; please refer to the appendices for company specifics.
Generic Nordic company SWOT Comparison: Current U.S. Administration vs. Incoming U.S. Administration
Takeaways: Building Flexibility into Long-Term Strategy
In an uncertain U.S. regulatory environment, the three illustrative Nordic companies— NordFinn-AI Solutions, NordFinn-Eats, and NordFinn-Tech —can adopt scenario-based strategic planning to strengthen their positions, as proposed in the appendices, while adapting an explorative and adaptive mindset in their operations, processes, and value propositions. Strategic planning enables them to prepare for varied outcomes while keeping what matters intact, like maintaining brand integrity, capitalizing on local opportunities, and staying resilient in the face of shifts in trade, consumer preferences, and regulatory focus.
In terms of general-level strategic advice, Finnish and Scandinavian companies who already operate or plan to operate in the US in the next five years, here are five strategic actions to consider to survive and thrive:
- Embrace Strategic and Operational Flexibility
Develop adaptive business processes and offerings that appeal across varied regulatory and economic conditions, such as cost-saving options for less regulated markets and compliance-focused versions for states with stricter standards. Flexibility will ensure your company can respond quickly to changing market demands and target diverse customer bases in different regions.
2. Prioritize Local Partnerships and Talent Acquisition
Form partnerships with U.S.-based companies and hire local talent to gain market insights, streamline operations, and build credibility. Local alliances enhance cultural and regulatory understanding, support smoother market entry and expansion, and can reduce dependency on imported materials, which tariffs or supply chain disruptions may impact.
3. Invest in Brand Authenticity and Nordic Values
Communicate the unique values of Nordic quality, sustainability, and innovation through consistent brand messaging and targeted campaigns. However, remember to contextualize and ensure your value proposition resonates with the local market conditions and differentiates you from especially local competition. As the U.S. market grows increasingly receptive to ethical and sustainable practices, emphasizing Nordic brand values can help differentiate the company and build trust with carefully targeted customers and stakeholders.
4. Leverage Digital Channels for Market Reach and Customer Engagement
Strengthen e-commerce and digital marketing channels to build a robust online presence, reach broader customer bases, and remain resilient amid retail shifts. Note: ensure you are aware of the regulatory conditions at the federal and state levels to avoid nasty surprises. A robust digital strategy provides scalability, flexibility, and direct customer engagement, beneficial for navigating regional differences and building brand recognition across the U.S.
5. Adopt Scenario-Based Strategic Planning
Implement scenario planning that anticipates and prepares for different regulatory, economic, and trade outcomes, ensuring operational readiness and resilience. By building plans for various possible futures (e.g., pro-regulation, deregulation, or tariff changes), your company can pivot quickly and remain competitive, mitigating risks tied to U.S. policy fluctuations.
In Conclusion
As the Honorary Consul of Finland to New England, I believe Nordic companies are well-equipped to succeed by focusing on adaptability, innovation, and customer-centered solutions. Combining strategic scenario planning with maximal flexibility in execution will be instrumental in these unpredictable times. To quote my Great Grandfather, H.J. Helkama, who successfully founded a soon 120-year-old business in the very uncertain and tumultuous times around year 1905: “A business leader is a servant of the community who earns pay for being able to create something new, respectable, and durable which the many need.”
Yours Sincerely,
Henrik Totterman,
D.Sc.
HENRIK TOTTERMAN, D.Sc.
Honorary Consul of Finland to the City of Boston and the States of Massachusetts, Maine, New Hampshire, Rhode Island, and Vermont.
Appendices
1. NordFinn-AI Solutions — AI-Driven Analytics for Sustainability (B2B)
NordFinn-AI Solutions SWOT Comparison: Current U.S. Administration vs. Incoming U.S. Administration
Scenario Plan for NordFinn-AI:
Goal: Position NordFinn-AI Solutions as a critical sustainability analytics player across various regulatory scenarios.
- Scenario 1: Strong U.S. Regulatory Support for Sustainability in Five Years (Green Scenario)
- Year 1-2: Increase R&D for compliance-focused features tailored to U.S. environmental regulations. Form partnerships with U.S. companies committed to high sustainability standards.
- Year 3-4: Roll out advanced analytics tailored to specific U.S. industries, such as energy and manufacturing, where carbon reduction goals are prioritized.
- Year 5: Establish NordFinn-AI as a thought leader in U.S. sustainability analytics through industry events, certifications, and collaborations with regulatory bodies.
Scenario 2: Deregulation with Focus on Cost Efficiency in Five Years (Gray Scenario)
- Year 1-2: Adapt the product to emphasize operational efficiency and ROI over regulatory compliance—reposition marketing to highlight “ethical efficiency,” doing well $$ by doing good.
- Year 3-4: Focus on sectors less impacted by regulatory changes, such as logistics and supply chain, where efficiency remains a priority.
- Year 5: Build a local client base by partnering with regional U.S. firms in need of cost-efficient sustainability insights, adapting to varying state-level demands.
Scenario 3: Unstable Regulatory and Economic Environment in Five Years (Hybrid Scenario)
- Year 1-2: Diversify product offerings to include cost- and compliance-focused options. Conduct scenario-based market testing in crucial regions.
- Year 3-4: Invest in flexible supply chain models that adjust to tariffs or policy shifts. Develop AI-driven tools to adjust analytics based on evolving regulations.
- Year 5: Establish a dual reputation for efficiency and compliance, positioning NordFinn-AI as adaptable and resilient in an uncertain regulatory landscape.
2. NordFinn-Eats — Consumer-Focused Nordic Food Brand
NordFinn-Eats SWOT Comparison: Current U.S. Administration vs. Incoming U.S. Administration
Scenario Plan for NordFinn-Eats:
Goal: Build a resilient brand that can adjust its U.S. offerings to align with health, wellness, and market shifts.
- Scenario 1: Strong Consumer Demand for Organic, Health-Focused Products in Five Years (Green Scenario)
- Year 1-2: Expand distribution channels with health-conscious retailers and online wellness platforms—market NordicEats as a premium, organic option.
- Year 3-4: Introduce seasonal products and functional food lines to meet evolving health trends, emphasizing the brand’s commitment to clean, traceable ingredients.
- Year 5: Secure partnerships with major health-focused chains and influencers to reinforce brand identity in the U.S. wellness market.
Scenario 2: Preference for Cost-Effective and Convenience Foods in Five Years (Gray Scenario)
- Year 1-2: Develop affordable, accessible products targeting U.S. mainstream consumers, such as snacks and shelf-stable options.
- Year 3-4: Localize production in the U.S. to lower costs and meet the demand for budget-friendly products, positioning NordFinn-Eats as both quality and accessible.
- Year 5: Establish a strong presence in major grocery chains, balancing affordability with Nordic authenticity to capture a wider audience.
Scenario 3: Mixed Demand with Regional Preferences in Five Years (Hybrid Scenario)
- Year 1-2: Pilot different product lines in target regions (e.g., health-focused in California, convenience in the Midwest) to test regional receptivity.
- Year 3-4: Invest in regionalized marketing, emphasizing both wellness and quality where it aligns with local consumer preferences.
- Year 5: Cultivate brand loyalty by offering product diversity that reflects regional tastes and trends, positioning NordFinn-Eats as adaptable and consumer-centric.
3. NordFinn-Tech — High-Tech B2B Clean Energy
NordFinn-Tech SWOT Comparison: Current U.S. Administration vs. Incoming U.S. Administration
Scenario Plan for NordFinn-Eats:
Goal: Become a leader in clean energy technology by providing adaptable energy solutions that meet U.S. regulatory and market needs.
- Scenario 1: Strong Federal and State-Level Support for Renewable Energy in Five Years (Green Scenario)
- Year 1-2: Target states with ambitious renewable energy goals, such as California and New York, with specialized products meeting their specific requirements.
- Year 3-4: Scale operations to focus on government-supported projects in energy storage and solar power, establishing EcoTech as a key player in U.S. clean energy.
- Year 5: Pursue long-term contracts with both private and public sectors, solidifying NordFinn-Tech’s role as a primary provider of large-scale clean energy solutions.
Scenario 2: Emphasis on Cost-Effective, Non-Renewable Energy Sources in Five Years (Gray Scenario)
- Year 1-2: Develop “hybrid” energy solutions that integrate clean technology but emphasize cost savings for industries reliant on traditional energy sources.
- Year 3-4: Expand marketing to highlight the efficiency and reliability of NordFinn-Tech’s products in areas with limited clean energy incentives.
- Year 5: Build a client base in states with lower clean energy adoption, focusing on commercial industries that benefit from energy efficiency without regulatory compliance.
Scenario 3: Mixed Market with Varying Regional Adoption of Renewables in Five Years (Hybrid Scenario)
- Year 1-2: Prioritize modular and adaptable energy systems that meet different regional standards and demands. Target states with higher renewable energy adoption first.
- Year 3-4: Develop partnerships with regional utility companies to position NordFinn-Tech as a flexible partner that can adapt products to local grid requirements.
- Year 5: Establish NordFinn-Tech as a national player with products adaptable to both green and non-green states, ensuring resilience across diverse energy policies.