PwC's 28th Global CEO Survey revealed intriguing perspectives on the future of business, focusing on the concerns and strategies of business leaders. Based on responses from over 4.700 CEOs from more than 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 findings of the study is the increased optimism among Brazilian CEOs. By 2025, 68% of leaders expect global growth to accelerate in the next 12 months, a significant jump from 36% the previous year. This confidence reflects a recovery after a historic low in 2023 and suggests that many executives are beginning to see opportunities amidst geopolitical and economic challenges.
Challenges and Threats to Sustainability
Despite their optimism, CEOs are aware of the threats their companies face. The lack of qualified talent is considered the biggest concern, with 23% of executives citing it as the main threat to their businesses. Furthermore, 41% of Brazilian CEOs believe their organizations will not survive for more than ten years if they do not 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
Data indicates that many CEOs recognize the need to reinvent their business models. In Brazil, 45% believe their companies will not be viable for more than ten years if they maintain their current course. The most common initiatives include reaching new customer groups and innovating products and services, but there is still resistance to adopting more profound changes.
Regional and Strategic Perspectives
Brazil is positioned as a strategic market, although it has fallen to 13th place in the global ranking. The United States remains the main market for Brazilian CEOs, while China is losing relevance. The growing importance of regional markets such as Mexico and Argentina reflects a trend of prioritizing geographical 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.
Source:
[1] https://www.pwc.com.br/pt/estudos/preocupacoes-ceos/ceo-survey-2025.html
