While the accounting profession is divided in its preferences for the 2024 presidential election, it is united by a profound distaste for politics in general.
Over three-quarters (76%) of accountants surveyed by Accounting Today in late September said they were “very dissatisfied” with the current political climate, and another 15% were “somewhat dissatisfied.” (See the survey results.)
When asked to explain their dissatisfaction, a small-but-vocal minority blamed it squarely on one side of the political spectrum or the other, with varying levels of intemperate language — describing the party of Vice President Kamala Harris as the “democRATs,” for instance, or calling former President Donald Trump “the Orange Idiot.”
For the majority of accountants, however, that sort of vituperation is precisely the problem.
“The lack of cooperation and working together for all citizens is appalling,” said a manager from a small accounting firm in the Midwest who is a registered Republican. “The nastiness and name-calling is childlike. I expect better from all elected officials. We need solutions and actions, not harsh words about others. Our political leaders need to work together for solutions. Perhaps the problem is we do not have real leaders; we have elected personalities.”
“It’s too adversarial, and never in my lifetime has it been less about what is good for the people,” agreed a Democrat who is the owner of a small firm in the West.
“Politics seems to be about ways to ‘get’ the other guy, not about helping the people of America,” added a staff member, a Republican, from a small firm in the South.
Donald Trump and Kamala Harris at the second presidential debate in Philadelphia.
Doug Mills/The New York Times/Bloomberg
A number of respondents expressed serious concern about what they see as deepening divisions between Americans, and the way politicians exploit those.
“This country is so divided,” warned a Republican department head from a midsized firm in the Midwest. “People are making decisions based on emotion, rather than facts and policy. There are blatant lies around every corner and people ignore it or are misinformed. Sadly, people are choosing to break ties with lifelong friends and family rather than seeing the truth: These politicians do not really care about us.”
A registered Independent who owns a small firm in the South agreed: “There is too much division,” he said. “Compromise is not a dirty word.”
The practical results of politics
The unwillingness to compromise is having serious implications for taxpayers.
“There is a lot of animosity which is preventing important legislation from being passed,” warned a senior executive from a midsized firm in the Midwest who is registered as a Republican. “For example, the technical corrections related to research and development credits was not passed because the parties cannot work together on a common goal. A simple bill like this should have been proactively passed with little hesitation; however, the bill was littered with other propaganda that made it impossible to pass.”
All of that matters to tax professionals because there are major issues they are hoping to see resolved after the election — in particular, the impending end of a number of provisions of the 2017 Tax Cuts and Jobs Act.
“The sunsetting of TCJA will greatly impact my small-business owners,” said the owner of a small firm in the Northeast who is a Democrat. “I expect tax liabilities to go up post-election.”
“There’s a four-page list of expiring tax breaks,” noted a staff member from a very small firm in the West who is an Independent. “Congress is doing nothing to help the people, they are only interested in what goes into their pockets, not how to get the economy moving. If all the TCJA [provisions] expire in 2025, I don’t want to be doing taxes anymore. Clients think we are not looking out for them, or we are ‘taxing’ their Social Security, but they don’t understand we are just trying to follow the ever changing laws.”
Some said that the election will inevitably cause problems for accountants — regardless of whether the winners actually resolve any of the issues the profession is concerned about.
“I believe there will be compliance issues related to whomever is elected,” said a department head from a midsized Midwest firm, a Republican. “As anyone in accounting can tell you, the continuous changes to the Tax Code are a huge burden on CPA firms, particularly those that are smaller. Large firms have teams dedicated to navigating changes, so they are able to pivot quickly but smaller, regional firms are in a perpetual game of catch-up, it seems.”
Now that tax season is over, it’s time to refocus on identifying and implementing business strategies that drive your firm’s growth and keep you ahead of the curve in an ever-changing economic environment.
The market is shifting fast, and accounting firms that spot these changes early will come out ahead. According to Intuit QuickBooks’ Entrepreneurship in 2025 survey, one in five small business owners say they don’t currently have an accountant but are actively looking for one. That’s a lot of potential clients who need your expertise. Is your firm ready to meet this demand?
Here are three small business trends for your accounting firm to keep in mind this year:
1. Accountants may be scarce, but new small businesses continue to increase
It’s no secret that the accounting profession is facing a talent shortage as more experienced accountants retire or leave the industry and fewer young professionals enter the field. The requirements to become a CPA have deterred prospective candidates, leading to a decline in new accountants joining the workforce.
But at the same time, the number of small businesses is steadily growing, creating a major opportunity for your firm to expand its client base this year. The Entrepreneurship survey found that more than half (54%) of respondents plan to start a new business this year. That’s a wave of new entrepreneurs who will need the right financial guidance, tax planning and compliance support to ensure their first year in business is successful and represents the beginning of long-term success.
Accounting firms can position themselves to take advantage of this demand using technologies like AI to help close the gap. Additionally, for firms looking to grow, targeting the right clients is key. Whether through niche specialization, local networking, or strategic marketing — meeting business owners where they are can help firms build lasting relationships. Investing in outreach now can pay dividends in the form of long-term growth-potential clients and a stronger, more resilient practice.
2. Small businesses are prioritizing technology — and so should your firm
Small business owners are jumping on the tech bandwagon, and they’re not slowing down. From AI-powered bookkeeping to automated invoicing, they’re leaning on new tools to streamline operations, save time, and run their businesses more efficiently and effectively.
Why should your firm take note? Because business owners want more from their accountants than just tax returns and payroll. They’re looking for real-time financial insights, business advice and hands-on support to help them navigate evolving economic challenges like rising costs and higher interest rates.
That’s where technology and human expertise come together. On average, firms planned to invest $25,000 in accounting and bookkeeping technologies last year. Investing in technologies like AI-enabled tools helps firms automate repetitive tasks and crunch data faster. These tools are powerful when paired with an accountant’s experience and industry knowledge. They arm accountants with insights that can shed light on big-picture trends, guide a client’s financial decisions, and keep back-office operations running smoothly.
3. Errors are common for entrepreneurs who manage their own business taxes
Financial management is not always a small business owner’s expertise. While entrepreneurs need some level of financial literacy to run and grow their businesses, most are learning as they go. One of the biggest areas of concern? Taxes. In fact, 34% of business owners say they’ve made an error when filing business taxes in the past. This includes overpaying or underpaying taxes, filing at the wrong time, or using the wrong forms.
Across the board, business owners cite understanding tax laws and regulations as the most challenging aspect of filing business taxes, followed by keeping track of necessary documentation and maximizing tax credits and incentives. For accountants, this represents a clear opportunity to provide guidance and strategic support, helping clients navigate complex financial requirements while positioning their firms as trusted advisors.
With entrepreneurship on the rise this year, accounting firms have an opportunity to play an important role in small business success. Whether it’s tax season or beyond, keeping these small business trends in mind will help your firm stay competitive and drive long-term growth for both your business and the clients you serve.
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