In May 2025, Kellen announced a new collaboration with Sandpiper, a pioneering reputation management consultancy headquartered in Asia.
Kellen Europe in Brussels, Kellen Asia in Beijing and Sandpiper in Beijing co-hosted an engaging webinar exploring the findings of Sandpiper’s 2025 Turbulent Times research study. This comprehensive study surveyed more than 3,050 business leaders across 27 markets, examining sentiment during the first 100 days of the Trump II administration and the anticipated impact of new tariffs on businesses in the Asia-Pacific region and beyond.
The discussion highlighted a pressing theme: in an increasingly volatile geopolitical environment, collaboration becomes essential.
Key takeaways from Sandpiper’s research
Simon Buckby, Managing Director of Government & Public Affairs at Sandpiper, presented the study’s headline results. One striking finding is: while 73% of global business leaders agreed that seeking alliances is very or quite important to business continuity, of global business leaders feel confident in preparedness regarding this measure.
As part of the presentation, Sandpiper introduced a 10-point toolkit for companies to navigate the current turbulence. Point five of this toolkit focused specifically on building alliances and partnerships: “Forging alliances across organisations with similar, non-competitive interests in times of peace is the best way to navigate the turbulent times ahead,” noted Maria Teresa Scardigli, Managing Director of Kellen Europe. “Trade associations can help build trust and share common knowledge among stakeholders, and, most importantly, they enable industry to speak with one voice.”
The role of trade associations
Throughout the study’s results, industry leaders reinforced that trade associations are uniquely positioned to provide:
- Shared Knowledge: Collective intelligence that helps members anticipate shifts in regulation, market dynamics, and stakeholder expectations.
- Policy Influence: A trusted platform to engage with policymakers and regulators more effectively.
- Resilience: The ability to mobilise quickly when facing uncertainty.
- Credibility: A unified voice that strengthens the industry’s reputation.
Amplifying global collaboration
Kevin Rejent, President of EPBA, highlighted the importance of extending these efforts beyond Europe:
“This collaboration between Kellen and Sandpiper opens opportunities for trade associations managed by Kellen to have their voice heard in key Asian countries. This is relevant now more than ever in this climate of geopolitical turmoil. It will be also highly valuable to have Sandpiper facilitating connections with other trade associations in the APAC regions to strengthen global impact and outreach. “
Huub Scheres, Director Public Affairs at IFF and President of EUVEPRO – European Vegetable Protein Association believes that “… Long term relationships between association members as well as with policy makers are built on trust and transparency. That’s exactly where our trade associations, including the professional support from partners like Kellen, stand for.
Zanna McFerson, former member of the Board of the International Stevia Council and of CO2 Value Europe association, added: “Trade Associations provide an invaluable forum for representing industry and securing a foundation on which industry operates. My experience with two associations, managed by Kellen, included establishing industry standards, harmonizing global regulatory frameworks, and providing a venue for strategic conversations that looked to increase the sustainability of the industry.
Looking ahead
At Kellen, we believe that trade associations are among the most effective vehicles for industry to stay resilient, credible, and connected. Whether facing policy uncertainty, disruptive market forces, or geopolitical shifts, working together strengthens the collective ability to adapt and thrive. As Maria Teresa Scardigli concluded: “Building alliances and speaking with one voice is not just a best practice—it is a necessity. Associations will continue to play a vital role in forging the trust and partnerships needed to navigate the turbulent times ahead.”
Kellen’s partnership with Sandpiper will open up new opportunities for our team and clients, from a geographic perspective, industry expertise, client services and complements Kellen Asia’s capabilities in strategic advice and management for international association
Sandpiper is an award-winning reputation and policy management consultancy group headquartered in Asia Pacific. Its multinational team from offices across Asia Pacific combines expertise in communications, public affairs and research, with a deep understanding of industry sectors.
