55 percent predict cautious revenue growth of less than 2 percent over next 3 years: 4th annual KPMG International survey
22 May 2018 – Despite being relatively bullish on the economy at large as well as their overall outlook for their country, optimism from global CEOs is tempered by a healthy dose of realism, with half (55 percent) predicting cautious topline revenue growth for their own business. Half of CEOs (52 percent) say they will need to hit growth targets before hiring new skills. According to the KPMG Global CEO Outlook, they are driving growth against a backdrop of significant demographic shifts, geopolitical volatility and the seemingly inevitable future cyber attack. CEOs are stepping up to the cyber challenge, in particular, with 59 percent saying they feel a personal responsibility for protecting customer data.
“CEOs are harnessing the headwinds of change to steer their organizations to growth,” said Bill Thomas, Chairman, KPMG International. “CEOs I’m talking with recognize that geopolitical uncertainty, disruption and cyber threats are their new normal. The best are looking for the opportunities this creates, changing their systems, and in some cases their entire business. It’s clear that driving growth in 2018 and beyond will require CEOs to combine resourcefulness and realism in equal measure.”
CEOs play an essential role in pivoting their organizations to the consumers of tomorrow in order to seize every opportunity to grow, with four in ten (38 percent) responding that their business requires repositioning to meet the needs of Millennials. There’s also a growing sense of inevitability of a cyber breach with nearly half (49 percent) of CEOs saying that becoming the victim of an attack is a case of ‘when’ and not ‘if’. Given the current geopolitical environment, it’s perhaps not surprising that a ‘return to territorialism’ was named the number one threat to growth this year.
CEOs are optimistic about the macroeconomic environment; they are confident about global and industry growth prospects (67 and 78 percent, respectively). They’re also feeling confident in their individual country growth (74 percent are confident, although this is down 3 percentage points from 2017). But there’s a more complex story emerging regarding company growth prospects:
CEOs are embracing the digital agenda like never before and taking personal ownership of data and trust.
“Data accessibility is a double-edged sword. Earlier this year, dozens of data breaches occurred both locally and globally, with millions of people affected. This raises privacy concerns. The impact of privacy data breaches may have negative effects on the organizations’ profit and share price, cause litigation, ongoing compliance costs, and losing trust” said Winid Silamongkol, Chief Executive Officer, KPMG in Thailand, Myanmar and Laos. “Developing a comprehensive framework to prioritize privacy is, therefore, essential. Organizations should align privacy with their business strategies as well as have proper plans and protocols in light of a cyber-attack. Governments around the world are now taking this issue seriously. In Thailand, the government plans to have up to 5000 cyber warriors in place by 2023 to improve national cyber security standards against hackers; while Europe's General Data Protection Regulation (GDPR), the biggest shake-up of data protection and privacy, is soon to be enforced in May 2018.”
With customer demands changing continually, and the technology landscape in a constant state of flux, agility and intuition are critical.
“Data is hugely important, but ultimately CEOs have to make big calls and it’s clear that experience and intuition still have a role to play,” said Thomas.
The ever-present risk of a cyber security threat is rising on the radar, up from fifth to second place overall this year in terms of risks hampering future growth. Only half (51 percent) of respondents indicated they are well-prepared for a cyber attack, even though over half (55 percent) say that a strong cyber strategy is critical to engender trust with key stakeholders.
Seventy percent say their biggest priority for geographical expansion is emerging markets, with Central/South America noted as the most important region.
To view additional information about the study, please visit kpmg.com/CEOoutlook. You can also follow the conversation @KPMG or @KPMG_TH on Twitter using the hashtag: #CEOoutlook.
The survey covers 1,300 CEOs in 11 key markets (Australia, China, France, Germany, India, Italy, Japan, Netherlands, Spain, UK and US) and 11 key industry sectors (asset management, automotive, banking, consumer and retail, energy, infrastructure, insurance, life sciences, manufacturing, technology and telecoms). A third of the companies surveyed have more than US$10B in annual revenue, with no responses from companies under US$500M. The survey was conducted between 22 January and 27 February 2018. NOTE: some figures may not add up to 100 percent due to rounding.
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