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Rethinking security – repositioning the defence industry

Corporate Communications29 Sep 2025
Olaf Arndt
Olaf Arndt

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Suspending the debt brake, backing from politicians

In 2022, Olaf Scholz announced a turning point in German politics in his Zeitenwende speech. Since then, a lot has happened, primarily due to the suspension of the debt brake for defence spending. However, according to Eva Högl, the former Parliamentary Commissioner for the Armed Forces, results are “not universally visible, palpable, or measurable”. Despite unprecedented political backing, there are still plenty of obstacles to overcome, both at the domestic and European levels. The current Parliamentary Commissioner for the Armed Forces, Henning Otte, is therefore right to demand action following the commitments made by politicians.

Social acceptance and desire for transparency

The public’s view of defence has also changed. According to a 2025 study on defence by PwC, three quarters of Germans are in favour of expanding defence capabilities, a significant increase compared to previous surveys. At the same time, they want to see more transparency. A 2025 survey by Civey has shown that nine out of ten Germans want to know how the increase in defence spending will be used. Almost 70 per cent want clarity about which companies will benefit from this.

The “Zeitenwende” in practice

Therefore, more information is needed on how this turning point in German politics is to be organised in practical terms and what political framework is required to achieve this. There also needs to be a broad debate about what “capable of defence” or “capable of war” means for individual citizens, for example regarding the reintroduction of compulsory military service or the need to do more for civil resilience.

Acceptance through communications and a broad societal discourse

The defence industry has recognised that it needs to position itself more strongly in order to fulfil its changing role. Now is the time for companies working in the sector of security and defence to redefine their self-concept and to ensure social legitimacy.

A new type of communication is needed,

  • that not only informs, but also contextualises and takes a stand,
  • that recognises security policy as a task for society as a whole,
  • that does not just send messages but seeks dialogue with politicians and the public.

Communications are needed that take the defence industry out of its niche into the public arena in order to fulfil expectations and drive improved conditions for the sector.

 

If you want to discuss this topic with us or if you want to find out more about how our approach works in practice, please do not hesitate to contact us.

Olaf Arndt, Senior Partner & CEO

H/Advisors Deekeling Arndt

[email protected]