O 28th Global CEO Survey PwC's survey revealed intriguing insights into the future of business, focusing on the concerns and strategies of business leaders. Based on responses from more than 4.700 CEOs from over 100 countries, including Brazil, the results highlight the urgent need for adaptation and reinvention in a constantly changing global landscape.
Growing Optimism Among CEOs
One of the most notable points of the study is the increase in optimism among Brazilian CEOs. By 2025, 68% of leaders expect global growth to accelerate in the next 12 months, a significant jump from the previous 36% from the previous year. This confidence reflects a recovery from a historic low in 2023 and suggests that many executives are beginning to see opportunities amid geopolitical and economic challenges.
Challenges and Threats to Sustainability
Despite their optimism, CEOs are aware of the threats their companies face. lack of qualified talent is considered the biggest concern, with 23% of executives pointing it out as the main threat to business. Furthermore, 41% of Brazilian CEOs believe their organizations won't survive for more than ten years if they don't reinvent themselves. This perception highlights the critical need for innovation and adaptation to ensure long-term viability.
The Artificial Intelligence Revolution
The adoption of generative artificial intelligence (AI) is proving to be a game changer. 32% of Brazilian executives reported increased revenue due to the implementation of this technology. However, only a fraction of CEOs plan to integrate AI into their workforce strategies, which could be a strategic mistake, given AI's transformative potential.
Reinvention as an Imperative
The data indicates that many CEOs recognize the need to reinvent their business models. In Brazil, 45% believe their companies won't be viable for more than ten years if they maintain their current path. Common initiatives include reaching new customer groups and innovating products and services, but there's still resistance to adopting more profound changes.
Regional and Strategic Perspectives
Brazil positions itself as a strategic market, although it has fallen to 13th position in the global ranking. The United States remains the main market for Brazilian CEOs, while China loses relevance. The growing importance of regional markets such as Mexico and Argentina reflects a trend toward prioritizing geographic proximity.
Conclusion: The Path Ahead
The results of PwC's CEO Survey 2025 offer a clear picture: business leaders need to accelerate their reinvention to remain competitive. The balance between technological innovation, sustainable development, and adaptation to market changes will be crucial to ensuring not only the survival but also the sustainable growth of organizations in the coming years.
This study serves as a call to action for all CEOs: it's time to look beyond current operations and embrace the opportunities that arise at the intersection of technology, sustainability, and new market demands.
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[1] https://www.pwc.com.br/pt/estudos/preocupacoes-ceos/ceo-survey-2025.html
