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Emerging Europe in 2025

There's a lot to look forward to this year—much of it with trepidation

January 1, 2025

10 min read

January 1, 2025

10 min read

Will the EU be able to pick up the slack should the Donald Trump administration reduce or end support for Ukraine? Is Warsaw’s mayor about to become Poland’s president? Will Bulgaria ever form a government? Here’s our preview of 2025.


This year will be harder than last year. On the other hand, it will be easier than next year. With those words, Albania’s communist leader Enver Hoxha ushered in 1967, tongue firmly not in cheek.

As Russia’s war on Ukraine grinds on, with the Kremlin seemingly undeterred by the hundreds of thousands of men it has already lost, Hoxha’s less than cheery message rings increasingly loudly.

What can we expect in Ukraine in 2025? As Donald Trump takes office once again as US president, will support for Kyiv be cut to an absolute minimum? Or cut entirely? Will the European Union be prepared to pick up the slack?

The new European Commission, now with Russia hawk Kaja Kallas, a former Estonian PM, as foreign policy chief, is in favour of handing Volodymyr Zelensky everything he needs. Individual member states, not least Germany, appear less keen.

Nevertheless, a new government in Berlin, free of the dithering, dovish Olaf Scholz, likely after federal elections in February, could be the game changer Ukraine needs.

What’s certain is that Zelensky will not be bullied by anyone—and that includes Trump—into a shabby peace on Vladimir Putin’s terms. Ukraine’s president hinted at the back end of last year that he might be ready to compromise on territory, but only in exchange for swift NATO membership or promises of NATO intervention should Ukraine ever be attacked by Russia again.

Those terms are unlikely to find favour with Putin. The war, therefore, will go on.


The reverberations of the war in Ukraine across other parts of emerging Europe will be no less consequential. Political calendars across the region will serve as markers of support—or not—for Kyiv.

Poland and Romania elect new presidents, Bulgaria will again try and elect a parliament capable of forming a government (highly unlikely), while in Belarus Alexander Lukashenko will make a mockery of democracy by being reelected (with a ridiculously high share of the vote, again) as president for the umpteenth time.

Following a series of pivotal votes in 2024, the year ahead may lack some of the headline-making showdowns—such as Moldova’s EU referendum or Georgia’s rigged parliamentary vote—yet it still features a slate of elections that could reshape national agendas and alter the delicate balance of power across the region.


After a year and a bit of broadly sensible government, Poland will head to the polls in 2025 to choose its next president. Though the presidency is not the country’s most powerful office in day-to-day governance, the election will nonetheless signal the direction Poland wishes to take—either doubling down on the nationalist-conservative line of the previous era or pivoting toward a more centrist, EU-aligned path of today.

The outcome will resonate beyond Warsaw, influencing Brussels’ approach to rule-of-law disputes and further integration efforts. Widely expected to win is the current mayor of Warsaw, Rafał Trzaskowski, backed by the largest party in the government coalition, Civic Platform, with his main opponent expected to be Karol Nawrocki, backed by the right-wing, eurosceptic Law and Justice party (PiS) which ran Poland for eight years until late 2023.


In Romania meanwhile, a presidential election will need to be re-run, likely at the end of March, after scrapping its 2024 presidential vote just days before the second-round run-off between pro-Russia candidate Calin Georgescu and the mildly progressive Elena Lasconi, due to allegations of widespread irregularities and foreign (namely Russian) interference.

The stakes are high: the credibility of Romania’s democracy, its institutional resilience, and the vigour of its anti-corruption reforms all hinge on the transparency and fairness of this second attempt.

Our tip for the presidency is the current, well-respected (if not universally liked) mayor of Bucharest, Nicușor Dan, who didn’t run in 2024 but now clearly believes the time is right. The momentum is certainly with him.


In Bulgaria, the political scene continues to be defined by fragility. After a seemingly endless cycle of elections in recent years, 2025 brings yet another parliamentary vote (the eighth in three years).

Fatigue among voters is palpable. Will a new coalition finally provide the stable governance needed to address endemic corruption, improve public administration, and make headway on EU-backed reforms?

Or will another inconclusive outcome perpetuate the political stalemate, leaving citizens disenchanted and policy advances stalled? We’d bet on the latter outcome: ongoing stalemate.


Moldova, in many ways the hero of 2024 having reelected pro-EU Maia Sandu (above) as president and narrowly voted to rewrite its constitution to include EU membership as a national project, holds a parliamentary election in 2025.

This time, Sandu might not get her own way. Although her Action and Solidarity party (PAS) leads in polls, it could fall short of a majority.

The current government’s earnest pro-EU stance will therefore face another critical stress test as voters assess whether promised reforms, especially in the judiciary and anti-corruption agencies, have begun to yield tangible improvements.

A clear mandate for the reformists could accelerate Moldova’s path toward European integration, further distancing the country from Russia’s sphere of influence and setting an example for other aspiring candidates in the region.


As Kosovo gears up for a parliamentary election in February, the big question is whether or not voters will punish the government of Albin Kurti for a lack of progress on normalisation of relations with Serbia.

Voters will also likely scrutinise the incumbent leadership’s efforts to accelerate EU accession prospects and foster an environment more conducive to foreign investment and economic growth.

A new generation of younger, pro-reform candidates is quietly gaining traction, promising innovative solutions to challenges like youth unemployment, infrastructure development, and energy security.

While Kurti’s nationalist rhetoric still resonates with some segments, the electorate’s mood is increasingly turning toward leaders who can bridge ethnic divides, deliver tangible social reforms, and position Kosovo as a stable, forward-facing democracy in the Western Balkans.


In Czechia, parliamentary elections will test whether the current mainstream government can maintain the momentum of pro-European governance and steady economic management amid a changing regional context.

With inflation, energy transition, and immigration as key issues on the minds of Czech voters, the center-right coalition headed by Prime Minister Petr Fiala will need to highlight its track record in stabilising the post-pandemic economy and bolstering the nation’s role in European affairs. 


This year’s elections in Albania (in May) will showcase how deeply the promise of EU membership and the fight against corruption have penetrated the public’s political consciousness. The ruling Socialist party, led by Prime Minister Edi Rama, aims to extend its long-held grip on power by emphasising successful infrastructure projects and ongoing judicial reforms.

However, critics argue that the pace of anti-corruption measures and economic revitalisation efforts has been uneven, leaving room for a more assertive opposition to gain ground.

Civil society groups and international observers will be particularly watchful, not only of the electoral process’s fairness but also of the candidates’ ability to present clear strategies for tackling organised crime, boosting youth employment, and enhancing Albania’s credentials as a serious contender for full EU integration.


In Belarus, the presidential election scheduled for 2025 is likely to be a farce. Dictator Alexander Lukashenko’s regime will not, as it did in 2020, make the mistake of allowing any genuine opposition figures to make the ballot paper. Expect, therefore, Lukashenko to ‘win’ by a massive majority, and the country’s pariah status to continue.


Economic outlooks suggest measured optimism. While inflationary pressures persist—driven by global monetary tightening and supply-chain realignments—there is hope that emerging Europe’s relatively flexible economies can outpace more mature EU members.

However, according to the Vienna Institute for International Economic Studies (wiiw), growth rates will vary across the region, reflecting different economic conditions and business cycles. In the EU-CEE region, countries like Poland and Croatia will experience solid growth, with Poland ahead of the pack in 2025-26; meanwhile, Romania’s growth will slow due to fiscal consolidation.

Estonia’s economy, recovering now from the effects of the war, is gradually improving. The EU accession countries (Western Balkans, Ukraine and Moldova) are projected to grow by three-four per cent, though Ukraine and Moldova face uncertainty due to the ongoing conflict. Overall, the region is set to outperform the euro area in terms of economic growth, with strong performances from Ukraine, Croatia, Serbia, and Montenegro (though Latvia, Lithuania, Romania, Slovakia and Belarus will lag behind).

The highest growth in the region in 2025 is likely to again be in the Caucasus, although Georgia’s hitherto stellar performance could be hit by ongoing protests against the government’s rigging of last October’s election.

In business, look out for a possible IPO for Latvian airline airBaltic, as well as keeping an eye on Croatia’s Studenac. The retailer was scheduled to launch an IPO in November, but pulled it at the last moment citing unfavourable market conditions.


Beyond politics and economics, 2025 will also reflect a deeper cultural and social metamorphosis. A younger generation, digitally native and globally connected, is increasingly vocal about environmental protection, social justice, and the importance of transparent governance.

Their activism resonates across borders, uniting diverse cultures in a common push for more open societies and responsible leadership.

In places where corruption and nepotism have long determined the pace of public life, the rise of civic movements, grassroots organisations, and independent media signals a gradual recalibration. This cultural undercurrent won’t immediately overturn entrenched power structures, but it can erode them over time, changing how politics is conducted and how leaders are held accountable.


In sport, Slovenia’s Tadej Pogačar (above, in yellow) would do well to outdo his performance in 2024, when he utterly dominated the world of cycling, but given his talent, he could.

Croatia is co-hosting the IHF World Men’s Handball Championship in January with Denmark and Norway, while Slovakia co-hosts the IIHF Ice Hockey World Championship in May.

Wrocław in Poland meanwhile hosts the final of the UEFA Conference League—also in May, a match highly likely to feature English giants Chelsea.


In summary, unless there is a resolution to the war in Ukraine, no single event in 2025 will define emerging Europe’s fate. Rather, the year presents a raft of opportunities and obstacles that, taken together, may gradually steer the region onto a surer path.

Elections in Poland, Bulgaria, Moldova, and Romania’s unprecedented re-run will test the robustness of democratic institutions and the credibility of leaders. Ukraine’s steady rebuilding, the region’s energy reconfiguration, and the relentless push for reforms and progress towards the EU in the Western Balkans will either move the needle on European integration or reveal where deeper systemic changes remain sorely needed.

In the end, however, 2025 is likely to be less about dramatic turning points (an end to the Ukraine war aside) than about incremental progress, nudging the region forward.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.