By EMA Head of Membership and Export Simon Devoy

If there’s one thing Kiwi manufacturers and exporters don’t need in 2026, it’s more noise. Between tariffs, geopolitical tensions and the return of supply chain disruption, clarity is harder to find.

That is why the ExportNZ DHL Export Barometer matters, and why more manufacturers and exporters need to contribute to it.

The EMA supports ExportNZ’s work north of Taupō, connecting exporters across the Upper North Island into a national advocacy voice. That voice is only as strong as the evidence behind it. The Barometer is one of the clearest ways we can cut through uncertainty and influence the policy and support settings that shape global competitiveness.

The 2025 results showed resilience under pressure.

Nearly half of exporters increased export orders, and a further third held steady. That performance stands out given the backdrop. Beneath that headline, serious pressures remain.

Logistics continues to be the number one constraint. Even as shipping costs remained high but relatively stable, 72 percent of exporters still cited shipping costs as a supply chain impact. With continued instability across key global trade routes, those costs are again under pressure. For manufacturers operating on tight margins, this directly affects competitiveness.

At the same time, concern about global trade tensions has increased sharply. The proportion of exporters worried about escalating trade wars has more than doubled year on year. Tariffs, particularly in the United States, are adding complexity, even where the full impact is still unfolding.

There is also clear opportunity in the data. Manufacturers and exporters are adapting by developing new products, strengthening their digital presence, and exploring new markets. The United Kingdom and Japan are gaining traction, while Australia and the United States remain core markets.

These insights directly inform the EMA’s annual Global X Summit, which takes place this year on 13 August at the Cordis in Auckland and will focus on supply chain resilience, shifting trade dynamics, and market diversification.

The survey also allows for more targeted discussion at the summit. When freight volatility is a key concern, sessions can move beyond high-level commentary into practical strategies such as alternative routing, inventory models, nearshoring, and pricing approaches.

The same approach applies to emerging themes. The 2025 survey showed that only around a quarter of exporters are using AI to improve productivity. This highlights both a gap and an opportunity. It also signals the need to bring in relevant expertise and real-world case studies, rather than discussing technology in general terms.

Looking ahead, the 2026 Barometer includes targeted questions on how rising freight and fuel costs are affecting competitiveness, whether businesses can pass on those costs, and how supply chains are being restructured.

There is also a stronger focus on tariffs and trade policy.

Questions on US tariffs, supply chain rerouting, and cost absorption will provide a clearer picture of the impact and where support is most needed.

A broader strategic theme is also emerging. The renewed push for free trade agreements reflects what exporters have been signalling for years. Market access remains a priority, and support for trade agreements and trade show participation continues to rank among the top requests to government.

From an EMA perspective, the message is straightforward. Effective advocacy requires robust, current, and representative data. Events like Global X deliver the most value when they are grounded in what exporters are actually experiencing.

Whether you are exporting engineered components, processed food, or advanced materials, your input matters. The Barometer takes less than 10 minutes to complete, and the insights shape months of advocacy, engagement, and capability building.

You can access the survey here: survey.businessnz.org.nz/zs/yaD1R0