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Global Location Strategies in 2024: New Trends, New Opportunities

Jul 3, 2024
Talent shortages, the rise of alternative location models, and a hyper-local focus -- powered by data and AI -- are among the biggest trends shaping the global location landscape.

Guest Post by Guy Douetil, Director of GWD Advisors Ltd

I'm excited to share my insights on three key trends shaping the global location landscape:

  • Trend 1 - Global Talent Shortages
    • Challenge: Fierce competition for skilled workers, particularly in tech (AI engineers, data scientists), has led to labour shortages and wage inflation across many markets
    • Solution – Prioritise locations with growing talent pools and stable hiring opportunities
    • Where – Talent magnets near top universities and cities with an innovative ecosystem but also where growing young, educated populations and progressive immigration policies


  • Trend 2 - Rise of alternative location models:
    • Challenge – The post-pandemic landscape has accelerated the shift to remote and hybrid working
    • Solution – Rethink global location strategies by expanding talent pools beyond traditional geographic boundaries. This requires focusing on managing geographically dispersed teams, adapting training models and fostering a company culture that supports remote work.
    • Where – Local or remote global hubs where the talent naturally wants to be.


  • Trend 3 - Hyperlocal focus – powered by data and AI
    • Challenge – Hyperlocal data availability and advancements in machine learning have transformed decision-making.
    • Solution - Better analysis of demographics based on commute patterns, shopping habits and local supply chain strategies. Leverage data-driven insights to optimise location choice
    • Where – Local


Of course, careful consideration also needs to be made of:

  • Geopolitics, trade relations, risk and resilience – real wars (Ukraine, Palestine) and concerns over a possible Cold War 2 with increased ‘ friend-shoring’, de-risking and protectionism
  • Sustainability and ethical sourcing influencing location choice - driven by growing consumer demands for sustainable products, ethical business practices and stricter regulations on environmental impact
  • Government Incentives – globally these have increased from $60 billion to over $2 trillion since 2019 with countries around the world looking to compete for global FDI particularly related to green industries, sustainability and technology

As we navigate these uncertainties, consider collaborating with an experienced location advisory practice to help you create the right strategy for your company.

Guy Douetil is Director of GWD Advisors Ltd

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