The 2025 survey provides valuable insights into market trends and the changes expected to impact companies. It also examines the strategic priorities of senior executives, as well as the challenges and opportunities that drive growth.
For 2025, the overwhelming majority (93%) of executives who participated in the C-suite survey foresee positive growth prospects for their organizations. However, they also indicate that significant challenges remain.
The findings highlight that competition and geopolitical instability are rapidly increasing, creating significant barriers to business growth. 35% of executives (an increase of 13 percentage points compared to the 2024 survey) consider heightened competition to be the most critical factor, followed by geopolitical instability, which stands at 30% (an increase of 8 percentage points compared to the 2024 survey).
Senior executives believe that economic uncertainty (39%) and increased competition (33%) will have the most significant impact on their organizations.
Despite the challenges, more than four in five businesses (83%) plan to expand into at least one new country within the next five years, with over 40% aiming for three or more new countries.
The talent shortage remains a critical issue, as 43% of organizations report difficulties in attracting capable executives.
The survey captures the views of more than 1,700 C-suite executives across over 35 countries and regions. While executives focus on addressing the factors expected to affect their businesses—economic factors (39%), increased competition (33%), and emerging technologies (31%)—43% still regard IT and technology as key drivers of transformation and growth, positioning them at the top of their strategic priorities. Furthermore, senior executives remain committed to international expansion and implementing new or revised strategies for talent retention, factors that will play a pivotal role in the future direction of businesses, creating opportunities for growth and increased market share.
Digital Flexibility and Transformation Driven by Data Processing
IT and technology transformation remains the top strategic priority for business leaders, with 43% ranking it at the top of their agendas, an 11-point increase in just one year. The majority (85%) express optimism regarding the performance returns from investments in these areas.
The initial rush to adopt the latest technology trends appears to have somewhat slowed and has evolved into a more strategic approach. When it comes to investment in artificial intelligence, survey participants are clearly focused on it. 87% recognize the impact of Gen AI, while 91% have already developed strategies for its implementation. Interestingly, there is a shift in the use of AI from product and service development to internal processes.
Investments and International Expansion
International expansion is a key strategic priority for a quarter of business leaders globally, while the overwhelming majority (83%) already have plans to operate in one or more new countries within the next five years. The United States, Germany, the United Kingdom, China, and Canada emerge as top target countries for expansion. Most executives expressing interest in international expansion come from the Middle East and Latin America.
However, globalization comes with significant challenges. Specifically, understanding local regulations and legal requirements is considered the greatest barrier, followed by securing specialized workforce in those regions and adapting products and services to meet the needs of new markets.
Upgrading Existing Executives
People remain the core for growth and a crucial asset for competitive advantage in any organization. New or revised strategies for attracting and retaining talent rank among the top three priorities for 25% of business leaders, while 43% of organizations continue to face challenges in attracting specialized senior-level talent.
The focus has now shifted to sourcing, hiring, and developing entry-level and mid-level talent, as well as enhancing the capabilities of existing executives.
As Mark Kennedy, Partner and Chief Clients & Markets of Forvis Mazars Group, stated: "It is encouraging to see the positive growth outlook maintained by senior executives. This is based on successes achieved in a rather volatile environment over the past two years and reflects the resilience that many leaders and their companies have developed over time, as they prepare for the future amidst increasing competition and geopolitical instability.
The main challenge for 2025 will be maintaining strategic priorities and a clear vision in light of new businesses entering the market, ongoing technological disruption, and potential market turbulence, in order to lead their businesses to success and stand out in the growing competition.
