As uncertainty becomes a permanent feature of the global business environment, business leaders must redefine what success looks like, moving beyond bold ambition and toward adaptability and agility.
Based on insights from more than 3,000 C-suite executives from 40 countries and territories, the Forvis Mazars C-Suite Barometer: Outlook 2026 report reveals growing confidence among business leaders, with optimism rising six points compared to 2025.
In fact, all of the top ten strategic priorities for C-suite executives highlight a fundamental shift in business strategy for 2026. The main findings show:
change through technology
Tech-driven transformation remains the ultimate goal and top priority of C-suite executives across the globe. In fact, 94% of leaders expect their technology transformation investments to increase their profits within a year. AI tops the agenda – it is the top trend that has the greatest impact on business (40%), the top area of investment (76%) and 80% of leaders have restructured teams to implement AI. However, it is part of a broader vision of transforming business through technology. Data analytics and automation are continuing revolutions, and underpinning the entire transformation is an ever-present need for security.
Competition and tariff adoption
Beyond technology, increasing competition and changing business dynamics are reshaping the executive agenda. For the first time, competition and the adoption of tariffs have become the second most important strategic priority for business leaders. Nearly one-quarter of executives cite it as a top strategic priority, reflecting how global uncertainty is now treated as the baseline rather than the exception.
While tariff changes often present short-term challenges, the barometer suggests that organizations are responding by pursuing cost efficiencies, innovating their offerings and entering new markets. In this environment, the importance of operational agility has increased, becoming one of the top three strategic priorities and ranking among the top five areas for transformation investment.
Shift towards international expansion
International expansion remains a priority, but the approach is changing. Although two in five organizations have reduced the number of countries they are expanding into, more than half have added new target markets.
Expansion strategies are also becoming more diverse. Countries such as Canada, Germany, France, and China are now competing with the United States as preferred destinations for development.
This shift reflects a more selective and strategic approach to expansion. Leaders are considering 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
C-Suite Barometer: Outlook 2026 examines the thoughts, challenges, and strategic priorities of today's C-suite
Leaders around the world. This independent research was conducted in October and November 2025 and captured
Views of 3012 C-suite leaders from for-profit organizations with annual revenues over $1 million
In 40 countries.
press contact
Adaobi Osuji, Regional Marketing and Communications Head – Africa
[email protected] / +234 (0) 909 320 5585
