Katie Hunt’s 2025 State of the Product Industry survey results confirmed what I’ve been sensing in my own community: business is feeling heavier than usual.
Katie works with artists and makers who sell physical products, mostly in wholesaling. It’s a different business model than the fine artists I typically serve, but many of the underlying challenges are shared.
Artists are tired. They’re asking hard questions about what’s working, what’s not, and whether the way they’ve been operating is sustainable for the long haul.
One of the most revealing data points in Katie’s report is that 30% of product-based business owners had considered closing their business in the past six months. That’s a significant number.
It’s also a reminder that we rarely see the full picture online. Most of us are still conditioned to share the good news—the exhibitions, the sales, the fresh work coming out of the studio. We don’t always hear the quiet doubt or behind-the-scenes exhaustion.
Katie and I talked about what’s contributing to this burnout. For her community, tariffs have added another layer of financial stress, along with rising production costs and delayed shipping.
For others, it’s the mental fatigue of pitching again and again and not hearing anything back. It’s not always clear whether the silence means no, not right now, or nothing at all.
What stood out most in our conversation were the conditions that seem to support sustainability in creative businesses. They aren’t surprising, but they are often overlooked or postponed:
A streamlined, focused business model (instead of too many products, services, or offers)
Systems and tools that reduce decision fatigue
Trusted help—whether that’s a contractor, assistant, or peer support
I’ve seen this over and over again with my students and clients. The more complex their business becomes, the more energy goes toward maintenance and troubleshooting. What helps most is having the right tools, clear systems, and supportive people around you—so you’re not making every decision in isolation.
If you’re feeling stretched or uncertain, I hope this conversation reminds you to pause. You’re not doing anything wrong. The conditions really have changed. But there are still ways to steady yourself and move forward with more clarity and intention.
Listen
Are you spending more time reacting—or intentionally shaping your business around what matters most?
Katie Hunt Quotes
“Crossing that $100,000 in gross revenue appeared to be a really key milestone in business growth.”
“A simple business is a sustainable and profitable business.”
“As revenue and experience increased, hours worked actually dropped—but only with people that had people working under them and systems in place.”
“Most people aren’t making that amount of money, but if they do hit that mark, that’s where they saw a lot of acceleration.”
“Email marketing continuously ranks the highest in ROI. Yet 13% of businesses aren’t using it at all.”
“We need to focus on controlling the things that we can control.”
“I would say that people who responded to this survey are cautiously hopeful—but they’re also tired.”
“You’re making an impact with your art. Please continue to show up and spread that joy or make that impact through the things you’re doing.”
Mentioned
4 Considerations for Wholesaling Your Art with Katie Hunt (The Art Biz ep. 138)
2025 State of the Product Industry report
Proof to Product podcast ep. 390 How Trump’s Tariffs Are Affecting Small Business Owners with Emily Ley, Simplified®
About Katie Hunt
Katie Hunt is the founder of Proof to Product, a podcast host, a business strategist, and a mom to 4 budding entrepreneurs.
Since 2011, more than 35,000 brands have trusted Katie & Proof to Product to guide them in their wholesale journey.
You’ll find products from Paper Camp alumni stocked on the shelves of Target, Nordstrom, Container Store, Urban Outfitters, Selfridges, and boutiques around the world.
Whether you’re brand new to wholesale or you’ve been at it a while, she and the Proof to Product community will offer support and strategies to help you reach your goals faster.
Follow Katie on Instagram: @prooftoproduct
2 thoughts on “Entrepreneurial Fatigue, Market Uncertainty, and the Case for Slowing Down with Katie Hunt (240)”
This interview is well worth the time to listen. Katie’s data analysis tells a story many of us are familiar with. Her explanations helped to answer some of the questions I’ve been asking myself lately.
Thanks for listening and for chiming in, Meg. Always good to see you here.