Forvis Mazars Group, the international audit, tax and advisory services partnership, today reveals the results of its annual C-suite barometer and the outlook for businesses in 2026.
Drawing on the firm’s most comprehensive global survey to date, the C-suite study shows that business adaptability is considered the key to success. Capturing views from over 3,000 executives across 40 countries and territories, the research shows leaders’ confidence is rising (up six points on previous year): they are revising their approach and accelerating plans with 69% increasing investments across all business areas (up five points).
In fact, all of the top ten strategic priorities for C-suite executives highlight a fundamental shift in business strategy for 2026. Key findings show:
• Transformation through technology leads the agenda: the number one strategic priority for global C-suite leaders is transformation through IT and technology, with three-quarters of businesses now having a tech transformation strategy in place.
• Leaders are adapting to competition and tariffs: nearly a quarter of business leaders are focused on adapting to competition and tariffs (second top strategic priority), reflecting a shift in priorities as global uncertainty becomes the new normal.
• International expansion plans are shifting: international expansion plans are becoming more diverse as Canada, Germany, France and China (respectively) now compete with the U.S. as the top destinations C-suite executives are targeting.
• Operational agility rises in importance: operational agility has climbed two places. It’s now the third factor most likely to have the biggest impact on strategies and now among the top five investment areas for transformation.
• AI is reshaping the workforce: artificial intelligence is both creating and replacing jobs, with 80% of leaders having restructured teams in the last two years to support AI adoption.
Discover more of our findings and expert insights.
Responding to these latest findings, Mark Kennedy, Partner and Chief Clients & Markets Officer at Forvis Mazars Group commented: “Uncertainty is now the norm, but leaders are responding with adaptability, bold investments and a focus on technology-driven transformation. Our research shows that success in 2026 will depend as much on adaptability as on ambition. The most forward-thinking organisations are embracing change, investing in people and technology and reimagining their strategies to stay ahead of disruption and competition.”
While global uncertainty and disruption have led to a slight dip in expected revenue growth (82% compared to 85% in 2025), opportunities are still abundant among the challenges and leaders are confident they are building organisations ready for what’s next.
Results show optimism for future growth is high with 92% of executives, maintaining the level seen in 2025. For the fourth year, economic uncertainty (42%) tops the list of factors most likely to hold back growth, closely followed by increased competition (32%) for the second year. Meanwhile, artificial intelligence (40%) and economic factors (38%) are identified as the trends most likely to impact businesses in 2026.
These new or heightened risks and opportunities are influencing a shift in plans and priorities for the world’s executives. Technology transformation remains the ultimate priority (39%) for the fourth consecutive year, but it’s only part of the strategy. Nearly a quarter of leaders (24%) are adapting business models and strategies to counter rising competition and recent tariff disruptions. At the same time, international expansion remains a priority (23%), although not in the markets that once dominated.
Transformation through technology
Tech-driven transformation remains the ultimate goal and the top priority of C-suite executives worldwide. In fact, 94% of leaders expect their technology transformation investments to increase their profits in one year. AI is top of the agenda – it’s the top trend having the biggest impact on business (40%), the top area of investment (76%) and 80% of leaders have restructured teams to implement AI. However, this is part of a broader vision to transform business through technology. Data analytics and automation are ongoing revolutions, and underpinning the entire transition is an ever-present requirement for security.
Adapting to competition and tariffs
Intensifying competition and the shake-up to global trade are also reshaping strategic agendas for business leaders worldwide. Nearly a quarter of C-suite executives cite this as a top strategic priority, pushing it into second place for the first time. In this climate, the initial hurdles of tariff changes can be seen nine months later, as the adjustments that are prompting organisations to pursue cost efficiencies, innovate with new offerings and enter new markets.
A change in direction for international expansion
Globally, there is a slight drop in the number of new countries businesses are expanding into with two in five having reduced their international expansion plans in the past year. However, the barometer shows that over half have added more countries they’re targeting for expansion and that most expansion plans should come to fruition in the next year or two. Targets for international expansion are also shifting, especially toward countries outside the US, with Canada, Germany, France and China now equally important and attractive for businesses.
Almost nine in ten C-suite executives in Romania are optimistic about this year’s growth
Romanian business leaders remain notably optimistic for 2026, with 86% of C-suite executives expecting growth, slightly below the 92% reported globally and down marginally from 90% in 2025. While confidence is strong locally, Romanian executives are more cautious than their global peers, reflecting the economic and operational pressures unique to the region.
Revenue growth tells a similar story. Just over half of Romanian executives (54%) report rising revenues, a significant drop from 82% last year, compared with 82% of global leaders still seeing revenue growth. The data highlights how economic uncertainty (54%) and rising energy costs (44%) are weighing more heavily on Romanian businesses, underscoring the country-specific challenges beyond the global factors of economic uncertainty (42%) and increased competition (32%).
“In Romania, I see our business leaders embracing technology and IT transformation just like their peers around the world. At the same time, they are very focused on restructuring, managing costs and staying on top of compliance. It’s clear that Romanian executives are walking a careful line – pushing for innovation while making sure their organisations remain resilient in the face of economic pressures. Their approach to managing these challenges reflects a sustained focus on growth, reinforced by strong investment activity, with two-thirds of Romanian businesses increasing financial and human capital investment to support ongoing transformation.”, mentioned Dino Ebneter, Country Leader, Forvis Mazars in Romania.
Artificial intelligence continues to shape the business landscape, identified by 40% of Romanian respondents as a key trend – matching the global view. Energy costs and shortages (36%) further compound local pressures. Yet confidence in navigating these developments has softened: only 22% of Romanian leaders feel “very confident”, compared with 43% globally, indicating a steeper challenge in turning strategic priorities into results.
Investment trends remain robust. Two-thirds of Romanian businesses are increasing financial and human capital investment (65%), slightly below the 69% global averages, signaling continued commitment to building capabilities that will support growth and transformation despite current pressures.
Overall, Romanian leaders remain upbeat, but success in 2026 will hinge on adaptability: balancing investment with cost management, navigating energy volatility and leveraging technology and talent to build more resilient, future-ready organisations – mirroring global priorities while responding to uniquely local challenges.
