Trends impacting business and growth
C-suite barometer: outlook 2025
Cutting through competition
Capturing the views of more than 250 C-suite leaders in Central and Eastern Europe, these regional insights reveal the top external trends influencing businesses in the region in 2025 and the strategic priorities to deliver success in a more complex environment than the previous year.
C-suite barometer: outlook 2025
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“It's inspiring to witness the dedication and optimism of leaders as they tackle major trends impacting their businesses. While organic growth (35%) remains the primary driver for organisations in the region, the complexities and conflicts in global markets suggest it might not suffice for their growth ambitions. Consequently, businesses are increasingly turning to private equity (32%) and strategic alliances/joint ventures (21%) to stay competitive. Interestingly, there are some areas that present a different view of the business landscape, highlighting potential obstacles to long-term growth and expansion.”
Milan Prokopius
32%
Two thirds have a strategy specifically for implementing generative AI.
46%
The top technology and digital transformation priorities in CEE also align with others globally.
Executives in the region know the value of transforming company IT and technology and the long-term benefits it will bring, which is why it remains a constant top strategic priority with 33% of leaders.
International
expansion
Transformation priorities for CEE leaders
IT and technology
Sustainability leads to success
Talent in the spotlight
Central and Eastern Europe
Africa and
Middle East
Latin
America
Central and Eastern Europe
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Economic uncertainty
31%
38%
43%
Confidence in tackling the key trends
Confidence among C-suite leaders has returned to 2023 levels, suggesting a more cautious and considered approach to tackling the key external trends expected to impact their business in the coming year.
43%
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| Regional outlook: Central and Eastern Europe
Energy prices and/or shortages
Increased competition
The focus on international expansion also remains steady as the second top strategic priority of leaders in the region (30%).
C-suite leaders may have overlooked the importance of tackling the scarcity of talent in the region as part of the strategic priorities, especially if international expansion is at the top of their agenda.
42%
Economic uncertainty
Despite the extent of market change expected, 84% of leaders in the region remain optimistic with more than nine in ten executives confirming a strong growth outlook for their business. However, the challenges are clear as they report the same concerns with the factors most likely to restrict growth and the top external trends having the biggest impact on their business.
Security protocols and regulatory compliance are the biggest barriers to achieving transformation objectives, alongside speed and complexity of implementation.
New or revised sustainability strategies emerge as the third top priority of leaders (28%) who recognise the great potential to redefine their organisations.
Yet, despite an increase of 20 points in leaders feeling ready for new regulations to meet ESG reporting requirements, there has been a slow and steady decline of businesses in the region producing a sustainability report or planning to in the next year.
34%
Increased competition
Regional Chair, Forvis Mazars
of businesses in CEE are planning to expand internationally to at least one new country in the next five years.
85%
An increasing pressure, this is up 13 points from 2024.
Over half (54%) of executives report a difficulty with hiring talent into their organisation.
Jose Caneda
51% leaders say understanding local regulations will be the biggest challenge to expanding into new markets.
Germany and the UK are the top destinations for expansions after the US.
Investment and confidence for success
There are a few conflicting behaviours identified with the overall ambitions and growth plans of businesses in CEE, especially if leaders are to overcome the scale of challenges they face from global markets in the next year and beyond.
55% Just over half of leaders are boosting investment.
26% Only a quarter of executives are confident in managing the key trends impacting their business.
Down 9 points from 2024.
The adoption of AI seems to have slowed with only one third of executives stating it will have a major impact on their organisation.
Down 15 points below the global average.
Talent in the spotlight
Sustainability leads to success
International
expansion
IT and technology
37%
Risk management
46%
Cyber security
50%
Efficiency and productivity
Top destinations targeted include Germany, the USA, Austria and Hungary.
Talent in the spotlight
Sustainability leads to success
International
expansion
IT and technology
89% in 2023
88% in 2024
79% in 2025
Talent in the spotlight
Sustainability leads to success
International
expansion
IT and technology
Leaders confirm a new or revised talent attraction and retention strategy is a top priority.
20%
New or revised talent strategies don’t appear in the top five priorities of leaders.
Capturing the views of more than 250 C-suite leaders in Central and Eastern Europe, these regional insights reveal the top external trends influencing businesses in the region in 2025 and the strategic priorities to deliver success in a more complex environment than the previous year.
Down 9 points from 2024.
Adapting business models
Sustainability leads to success
International
expansion
IT and technology
Adapting business models
Sustainability leads to success
International
expansion
IT and technology
New or revised sustainability strategies emerge as the third top priority of leaders (28%) who recognise the great potential to redefine their organisations.
Adapting business models
Sustainability leads to success
International
expansion
IT and technology
Leaders confirm a new or revised talent attraction and retention strategy is a top priority.
20%
C-suite leaders may have overlooked the importance of tackling the scarcity of talent in the region as part of the strategic priorities, especially if international expansion is at the top of their agenda.
New or revised talent strategies don’t appear in the top five priorities of leaders.