Business success now hinges on adaptability – Forvis Mazars C-suite barometer

As uncertainty becomes a permanent feature of the global business environment, business leaders must redefine what success looks like, going beyond bold ambition, to adaptability and agility.

Drawing on insights from over 3,000 C-suite executives across 40 countries and territories, the Forvis Mazars C- suite Barometer: Outlook 2026 report, reveal rising confidence among business leaders, with optimism increasing by six points compared to 2025. Nearly seven in ten executives report increased investment across all areas of their businesses, signalling a move from cautious planning to active execution.

In fact, all of the top ten strategic priorities for C-suite executives highlight a fundamental shift in business strategy for 2026. Key findings show:

Transformation through technology

Tech-driven transformation remains the ultimate goal and the top priority of C-suite executives worldwide. In fact, 94% of leaders expect their technology transformation investments to increase their profits in one year. AI is top of the agenda – it’s the top trend having the biggest impact on business (40%), the top area of investment (76%) and 80% of leaders have restructured teams to implement AI. However, this is part of a broader vision to transform business through technology. Data analytics and automation are ongoing revolutions, and underpinning the entire transition is an ever-present requirement for security.

Adapting to competition and tariffs

Beyond technology, intensifying competition and shifting trade dynamics are reshaping executive agendas. For the first time, adapting to competition and tariffs has risen to become the second most important strategic priority for business leaders. Nearly a quarter of executives cite it as a top strategic priority, reflecting how global uncertainty is now treated as the baseline rather than an exception.

While tariff changes often present short-term challenges, the Barometer suggests that organisations are responding by pursuing cost efficiencies, innovating their offerings, and entering new markets. In this environment, operational agility has grown in importance, climbing into the top three strategic priorities and ranking among the top five areas for transformation investment.

A change in direction for international expansion

International expansion remains a priority, but the approach is changing. Although two in five organisations have reduced the number of countries they are expanding into, more than half have added new target markets.

Expansion strategies are also becoming more diversified. Countries such as Canada, Germany, France, and Chinaare now competing with the United States as preferred destinations for growth.

This shift reflects a more selective and strategic approach to expansion. Leaders are weighing geopolitical risk, regulatory complexity, and market maturity more carefully, focusing on sustainable growth rather than scale alone.

Download our full report: [link to webpage]

About the study

The C-suite barometer: outlook 2026 examines the views, challenges, and strategic priorities of today’s C-suite leaders around the world. This independent research was conducted in October and November 2025 and captures the views of 3012 C-suite leaders at for-profit organisations with annual revenues of over $1million across 40 countries.

Press contacts

Adaobi Osuji, Regional Marketing and Communications Lead – Africa [email protected] / +234 (0) 909 320 5585

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