Our take on PwC’s 28th Annual CEO Survey

PwC’s 28th Annual CEO Survey dropped with a thud this week, revealing how top execs are juggling a weird mix of anxiety and optimism in today’s roller-coaster economy. From high-stakes bets on AI and automation to scrambling for talent in a fast-evolving work landscape, here’s the lowdown on what CEOs are bracing for—and how they plan to come out on top.

1. The Global Growth Conundrum

Despite headlines screaming “recession,” many CEOs still see room for cautious growth—though it’s peppered with landmines like geopolitical tensions and shifting trade policies. Emerging markets offer a glimmer of hope, while tried-and-true regions face a more complicated landscape.

The SparkQuest Take: Keep an eye on how fast the pendulum swings. One corporate CFO might slash budgets, while another doubles down on R&D. Don’t be surprised if global expansion strategies get more tactical to dodge market volatility.

2. M&A and Growth Hacks

Leaders are no longer willing to wait out economic turbulence. They’re scooping up small tech innovators or striking strategic alliances to push new product lines faster. In other words, growth is on the table—it just might look different than in the pre-2020 days.

The SparkQuest Take: For startups, this could mean a real chance to shine. If you can solve a pressing pain point—be it workflow automation or next-gen analytics—expect bigger players to come knocking. Just make sure you have a rock-solid value prop before signing any dotted lines.

3. Workforce: The Never-Ending Puzzle

It’s 2025, and yet, companies are still grappling with hybrid work, fresh skill demands, and a workforce that wants more than just a paycheck. CEOs are finally acknowledging that perks and paychecks aren’t enough—people want career growth, flexibility, and a sense of purpose.

The SparkQuest Take: Tech-savvy HR is in. From AI-powered recruiting to continuous learning platforms, companies are throwing money at any tool that helps retain talent. Yet the bigger question is culture: can leaders actually foster an environment people want to log into every day?

4. All-In on AI (And Don’t Forget Cyber)

Whether it’s generative AI for marketing or agentic AI for backend processes, leaders are eyeing automation and analytics like never before. The caveat? Cybersecurity risk shoots up once you connect everything to everything else.

The SparkQuest Take: AI is no longer a luxury. It’s table stakes for companies looking to stay competitive. But as the digital footprint grows, so do the targets on these companies’ backs. Startups offering robust cyber defenses could be the next big winners in enterprise tech.

5. ESG: Beyond Buzzwords

Environmental, social, and governance priorities aren’t just PR fluff anymore. Investors and consumers are demanding real, trackable progress—and CEOs are responding with climate action strategies, DEI programs, and serious talk about sustainable supply chains.

The SparkQuest Take: Green tech startups and consultancies have a golden opportunity here. But transparency is everything: a half-baked initiative can backfire quicker than you can say “greenwashing.”

6. Building in Resilience

From pandemic shockwaves to supply chain gridlocks, CEOs are done with being caught off-guard. They’re diversifying production sites, pushing scenario planning, and building crisis response teams that can pivot in a heartbeat.

The SparkQuest Take: For software and logistics startups, that’s a green light to offer real-time data solutions, predictive analytics, and anything that screams “operational agility.” Expect more deals in supply chain tech and real-time monitoring solutions.

7. The New Face of Corporate Purpose

Gone are the days when a CEO’s job was just to please shareholders. Leaders are under the microscope to prove they stand for something—whether that’s fair wages, sustainability, or supporting local communities.

The SparkQuest Take: Younger consumers and employees want more than hollow mission statements. Brands that fail to demonstrate genuine impact risk losing ground—and fast. Authenticity can’t be bolted on; it has to be baked into the business model.

The Bottom Line

PwC’s latest survey underlines a major pivot in C-suite thinking: it’s no longer just about weathering the storm—it’s about redesigning the ship while sailing. Sure, the macroeconomic climate looks tricky, but CEOs are bullish on the power of emerging tech, nimble strategies, and meaningful value propositions to future-proof their businesses.

For startups and innovators, that’s a call to step up and solve the real-world problems keeping execs awake at night. Bring your A-game—there’s a host of hungry decision-makers ready to listen. After all, in a landscape where unpredictability is the norm, a well-placed bet on tech and talent might be the only sure thing left.