According to PwC’s 29th Global CEO Survey, only 30% of CEOs say they feel confident about revenue growth over the next 12 months. This is currently down from 38% in 2025 and 56% in 2022.
The survey itself was comprehensive as well. It captured responses from 4,454 CEOs across 95 different countries. Therefore, it’s one of the most comprehensive reads on the current executive sentiment.
This drop isn’t tied to a single issue. There’s a combination of problems. These include slower global growth, geopolitical tension, rising cyber threats, and uneven returns from technology investments like AI.
Why CEOs Are Losing Confidence
One-in-five CEOs globally said their company is highly exposed to financial loss due to tariffs over the last 12 months. Cyber risk also climbed. Around 31% of CEOs name it a serious threat. At the same time, many organizations are still waiting for consistent returns from their technology investments.
The result of everything happening will shift what executives focus on. Many will approach the year ahead with one goal in mind: focus on what they can control. External factors like geopolitical tensions are unpredictable. What is predictable, though, is customer acquisition, retention, and pricing strategy.
How Businesses Are Restructuring Their Offers
With organic growth harder to come by, we’re starting to see businesses across every sector restructure their promotional offers. These offers are used to attract new customers and to retain existing ones.
Streaming services have adopted this perfectly. Disney+ is bundled with Hulu and ESPN+, which resulted in 80% of ESPN subscribers taking both Disney+ and Hulu as well. Considering streaming is quite fragmented, this has reduced a major concern for consumers at an affordable rate, a double win.
Online entertainment platforms have taken the same approach. In the casino sector, platforms are fighting to offer the best casino bonuses. Platforms now offer welcome deals like 100% deposit match up to £100 plus 100 free spins for new players. The offer itself is to entice new users to make a deposit, knowing their money will go further.
Subscription services like meal kit services like HelloFresh are following suit. They offer up to 70% off a customer’s first order. With such a promotion, they’re lowering the barrier to entry to try their products.
As you can see, CEOs have started to restructure their promotions in a similar way. They want to get people to try their services for a more affordable rate. Get them signed up and paying, and let the product do the real talking.
What This Means for 2026
CEOs can’t control the uncontrollable. Tariffs, inflation, and geopolitical risks are just events that happen. Although we don’t want them, we can’t control whether or not they occur.
What CEOs can control, however, is how they bring new customers through the door and keep existing ones. This is what they should be and will be focusing on in 2026.
The uncertainty for the future is worrying, without question. However, instead of focusing on things we’re unable to control, we should remain focused on the basics, quality services, great prices, and customer satisfaction.
