Trends Identified
Growth, but not as we know it
If 2014 taught us anything it’s that in our increasingly technology-led world, no industry, no company and no government, even, is immune from the effects of change. Take the global energy market, where breakthrough innovations continued to shake up the status quo. Or the corporate world, where a cyber security attack had international security and diplomacy ramifications. And what about that digital transport start up – barely four years old – challenging the entire global taxi industry’s business model and receiving an $18 billion valuation for its chutzpah..
2015
18th Annual global CEO survey
PWC
What business are you in
Competition In the face of an ever-growing set of concerns, the question CEOs are asking is this: How do we manage the day-to-day business while having the confidence and vision to explore a much wider range of opportunities than we’ve ever considered before? .
2015
18th Annual global CEO survey
PWC
Creating new value in new ways through digital transformation
CEOs no longer question the need to embrace technology at the core of their business in order to create value for customers. Beyond a shadow of a doubt, digital technologies have revolutionised how customers perceive value. Creating the personalised and ongoing experiences that are increasingly in demand requires a full view of the customer and all their relationships with the company. It requires an unprecedented level of customisation, responsiveness and innovation. Doing all this effectively just isn’t possible by tinkering at the edges. Companies increasingly recognise that they need to reconfigure their operating models – and perhaps their business models. And in order to do so they need to ensure that they’re not only investing in the right digital technologies, but can deploy them in a smart and effective way.
2015
18th Annual global CEO survey
PWC
Developing diverse and dynamic partnerships
Partnerships As CEOs increasingly focus on what they’re good at, they’re looking to partner with others whose capabilities could complement or enhance their own. Fifty-one percent plan to enter into new strategic alliances or joint ventures over the next year – the highest percentage since we began asking the question in 2010.
2015
18th Annual global CEO survey
PWC
Finding different ways of thinking and working
Views about diversity and inclusiveness seem to have reached a tipping point. No longer are they seen as ‘soft’ issues, but rather as crucial competitive capabilities. Of the 64% of CEOs whose companies have a formal diversity and inclusiveness strategy, 85% think it’s improved the bottom line. And they also see such strategies as benefiting innovation, collaboration, customer satisfaction, emerging customer needs and the ability to harness technology – all vital capabilities for success in the new competitive environment.
2015
18th Annual global CEO survey
PWC
The glass half-full
CEOs are more positive about the state of the global economy than they were last year. Twice as many think it will improve over the next 12 months (see Figure 1). Conversely, just 7% think it will deteriorate, compared with 28% in 2013. But there are marked regional differences in sentiment. Only a quarter of CEOs in Central and Eastern Europe believe the global economy is recovering, versus half of all CEOs in Western Europe and the Middle East. The optimism some CEOs display may therefore stem from relief that certain risks (such as the collapse of the eurozone) have been averted for now, rather than the conviction that things are really getting better. Moreover, CEOs are still cautious about whether greater global growth will translate into growth for their own companies. They’re slightly more hopeful about the short-term outlook (see Figure 1), but just as wary about opportunities over the next three years as they were 12 months ago.
2014
17th Annual global CEO Survey
PWC
The global rebalancing act
CEOs are coming out of survival mode, but the search for growth is getting increasingly complicated as the global economy gradually rebalances itself. In 2012, the advanced economies were spluttering, while the emerging economies sizzled. In 2013, the picture became more nuanced. The advanced economies are mending, while some emerging economies are slowing down – and separating out in the process. By the third quarter of 2013, the US economy was already 4% bigger than it was in 2007, before the financial crisis was in full swing. The Japanese economy had also recovered all the ground it lost, although a listless performance in the second half of 2013 dented hopes that the eurozone had done likewise (see Figure 2). While the advanced economies are recovering, some of the emerging economies have been decelerating. The prospect of a shift in monetary policy in the US (which materialised in December 2013) and other advanced economies triggered substantial capital outflows from some emerging countries. These macroeconomic changes have revived interest in a number of the mature markets and exposed the weak spots in some of the emerging economies, as well as the extent to which they’re diverging.
2014
17th Annual global CEO Survey
PWC
Three trends that will transform business
So what does the future hold? CEOs told us they think three big trends will transform their businesses over the coming five years. Four- fifths of them identified technological advances such as the digital economy, social media, mobile devices and big data. More than half also pointed to demographic fluctuations and global shifts in economic power (see below).
2014
17th Annual global CEO Survey
PWC
Creating value in totally new ways
The world has benefited from the development of more general-purpose technologies in the past century than in the previous four combined. Consumers are embracing these advances ever more rapidly. The telephone took 76 years to reach half of all US households. The smartphone reached the same level of penetration in less than a decade.
2014
17th Annual global CEO Survey
PWC
Developing tomorrow’s workforce
Demographic trends are having profound implications for the workplace. The global population is expanding; it will hit 8 billion in 2025. But this growth won’t be uniform, since declining fertility rates will hit some countries much harder than others. By 2020, the median age will be 43 in Europe, 38 in China and just 20 in Africa. The working-age population is, as a result, undergoing major geographic shifts. It’s still growing rapidly in countries like India, where nearly a million workers will swell the labour force every month for the next 20 years. But it’s already peaked in China and South Korea, and has been falling for more than a decade in Germany (see Figure 7). Urbanisation is causing further upheavals, with the number of city dwellers projected to rise by 72% over the next four decades. The concentration of people and resources in a compact area is a powerful combination. Cities currently generate about 80% of global economic output. 16 But uncontrolled urbanisation can also result in overcrowding, poverty and poor schooling – conditions that neither attract nor nurture talent. And it’s talent that’s the main engine of business growth. So one of the biggest issues CEOs face, as these huge demographic changes occur, is finding and securing the workforce of tomorrow – particularly the skilled labour they need to take their organisations forward.
2014
17th Annual global CEO Survey
PWC