The recent CalCPA Town Hall conversation—and a poll at the top of the meeting—made one thing clear: tariffs are dominating client conversations. Guest speaker Sven Jost, economist and BPM’s Data Analytics Leader and Transfer Pricing Leader, brought some perspective from the front lines of a rapidly shifting trade environment.
"Tariffs are now truly directly affecting the cost structures of our clients," he said. "It's an incredibly busy year, and it's not going to get any better."
Jost urged CPAs not to wait for clients to come to them. Tangible goods importers—particularly in manufacturing, semiconductors and consumer goods—are navigating complex tariff codes, third-party logistics decisions, and an emerging wave of refund opportunities. Getting in front of those clients now, he said, is essential.
He also flagged a growing collaboration between CPA firms, economists and customs lawyers. "You can work with software to calculate your refund tariffs based on all the products that you have imported and then work with the customs lawyers in how to actually make it work. It's a collaboration."
From Forecasting to Real-Time Monitoring
With geopolitical events moving fast and traditional annual planning cycles struggling to keep pace, Jost made a case for a different approach altogether.
"Rather than just pure forecasting, shift to real-time monitoring," he advised. That means tracking freight rates, energy prices, jobless claims, purchasing managers indexes and whatever KPIs are most relevant to your client's industry—and having the conversations to match.
"I think we as CPAs have this very unique opportunity because we know our clients and have great relationships with them," he said. "Turn those tax and audit relationships into something a lot more."
On AI, Jost was clear that this is no bubble. "This is a massive structural shift throughout every industry. The investment into AI becomes a lot smarter—boards want to understand the ROI." His bottom line: expect significant productivity gains as the geopolitical dust settles, with CPAs doing more with the same teams or thriving by hiring people who are more adaptable than ever before.
The Human Side of Busy Season
In the midst of all the change and taking care of clients, attendees were reminded to schedule time for something that sometimes gets forgotten: themselves.
"Some seasons, we realistically can't balance everything we want to balance," said Michelle Niehaus, licensed marriage and family therapist. Rather than chasing the myth of perfect work-life balance, she encouraged members to identify their "non-negotiables"—one or two high-priority personal needs that, if honored, can sustain performance through even the most demanding stretch.
"Pick one thing to honor a day, or one to honor a week. Then just assess—don't judge, don't criticize. See how you felt at the end of that week versus a week where you didn't prioritize anything for yourself."
On burnout, a word that's become almost unavoidable in any profession, Niehues offered a grounding reminder: it's often the best workers who are most at risk.
"Sometimes our hardest workers are most vulnerable to burnout. They're trying to give it their all in all capacities. Our bodies and brains are like new tires on a car—if you go 150 mph for three months straight, they're going to wear out way faster."
Her parting advice? Connection. "Connect with each other, because you're in it together. Just say: I see you. How are you doing? It helps normalize it. We don't feel so alone."
Advocacy, Trust and 125 Years Strong
The second half of the town hall turned to the profession's broader standing and what's at stake if CPAs don't stay engaged.
Deregulation efforts are no longer a distant threat. Proposals targeting licensing standards and CPA oversight are gaining momentum, and the message from leadership was clear: this is an advocacy moment.
"These proposals weaken the safeguards that protect the public," said CalCPA Chair Jillian Phan. "Licensing boards are not bureaucratic; they exist to ensure expertise, accountability, and trust in financial markets."
On a more celebratory note, the CPA profession marks 125 years in California this year, honored by Senate Concurrent Resolution 111. And the AICPA's upcoming "Trust" campaign launching in June will put CPAs front and center as the most credible financial advisers in a world full of TikTok tax tips and misinformation.
"We are certified versus verified," said Phan. "You'd rather get tax information from your CPA than TikTok."
The Throughline: Human Connection
If one theme ran through every segment of the town hall it was the irreplaceable value of genuine human relationships.
"The most important thing is what can never be replaced," Jost said in his closing remarks. "The human relationship. Instead of checking in with clients twice a year, think about four times a year."
Niehaus echoed it from a different angle. In a year defined by uncertainty, show up, stay connected and trust what you bring to the table. Because your clients already do.
Check out the full Town Hall on demand by registering and accessing the event in your Activities. And be a part of the next Town Hall conversation on May 26.
