C-suite barometer 2025: Swiss outlook

InsightsC-suite barometer

C-suite barometer: Swiss outlook 2025

12 May 2025
Tags C-suite insights
The C-suite barometer 2025: Swiss outlook shows where Swiss business leaders place their priorities, what holds back growth and which trends weigh most on business, whether the question is expansion, technology, talent or sustainability. Forvis Mazars in Switzerland presents the survey results, drawn from 1,700+ executives worldwide.

Key takeaways

  • Entering a new product or service category and international expansion each top Swiss strategic priorities, at 30%.
  • Increased competition is the leading growth barrier in Switzerland at 40%, against 35% worldwide.
  • 82% of Swiss businesses plan some international expansion in the next five years, with Germany the top destination targeted.
  • Only 25% of Swiss companies place IT and new tech transformation at the top of their agenda, against 43% globally.
  • 66% of Swiss businesses report being “completely” or “mostly” ready for sustainability reporting requirements, against 82% globally.

Our annual C-suite barometer gathers the views of 1,700+ executives from all over the world.

This survey paints a detailed picture of today’s business landscape, capturing insights from key decision-makers, between 28 September and 23 October 2024. The survey provides an optimistic outlook for growth while highlighting critical challenges and emerging trends. However, it’s important to contextualise these findings against a backdrop of newly emerging concerns, including geopolitical tensions, inflation-linked uncertainties, and regulatory shifts following the 2024 U.S. elections, which may shape the business climate in unforeseen ways.

 

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“Swiss business leaders continue to demonstrate resilience and ambition, with a strong appetite for international growth despite geopolitical and economic headwinds. The challenge lies in balancing ambition with action - especially in accelerating digital transformation - to stay competitive in a cautious yet opportunity-rich environment.”

Angelo Accardi, Chief Executive Officer
Forvis Mazars in Switzerland
Snowy mountain range in Switzerland

Context and strategic priorities of Swiss businesses in 2025

Contextual adjustments for 2025

Several factors may have reshaped some perspectives presented, as the C-suite has been confronted with new challenges since the data collection phase:

  
Trade policies & tariffsPotential trade disputes or tariffs may introduce fresh pressure on supply chains and operating costs, impacting international expansion plans and logistical strategies.
Geopolitical tensionsIncreased focus on geopolitical risks, such as global instability and regulatory discrepancies, could present expansion challenges or compel businesses to regionalise operations.
Regulatory overhauls & deregulationChanges introduced by the new U.S. administration, including deregulation efforts or carbon reduction mandates, could shift ESG priorities and heighten compliance.

 

Strategic priorities topping the agenda of Swiss businesses

  • 30Entering a new product/service category
  • 30International expansion
  • 28Restructuring and cost reduction
  • 28New merger, acquisition or joint venture

 

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A man standing on a mountain peak

Factors and trends affecting Swiss business growth

Factors holding back growth

Increased competition - Switzerland
40%
Increased competition - Worldwide
35%
Economic uncertainty - Switzerland
38%
Economic uncertainty - Worldwide
41%
National or international political tension/instability - Switzerland
34%
National or international political tension/instability - Worldwide
30%

Trends expected to have the biggest impact on business

Energy prices and/or shortages - Switzerland
40%
Energy prices and/or shortages - Worldwide
29%
Geopolitical tension/instability - Switzerland
38%
Geopolitical tension/instability - Worldwide
25%
Economic trends (including inflation/higher cost of living) - Switzerland
34%
Economic trends (including inflation/higher cost of living) - Worldwide
39%

Swiss C-suite priorities in focus: data, expansion, talent and sustainability

Data-powered transformation

 

Hand holding a smartphone surrounded by streaks of blue and purple light

Swiss C-suite leaders embrace a cautious approach to digital transformation and artificial intelligence.

  • 25Only a quarter of Swiss companies confirm transforming company IT and new tech at the top of their agenda, vs 43% globally.
  • 30of Swiss C-suite leaders believe AI will have a major impact on their organisation, vs 49% globally.

International expansion

Sun rising between mountains, reflected in a calm lake

 

  • 82of Swiss businesses plan some international expansion in the next five years, with Germany the top international destination targeted.
  • 57of Swiss leaders are targeting one or two new countries, vs 42% globally.

Upscaling talent strategies

 

Smiling woman talking with colleagues in an office

People continue to shape priorities and are the clear capital for organisations to compete and grow.

  • 51of Swiss executives report a struggle to recruit talented people, vs 43% globally.
  • 38of leaders in Switzerland consider cross-cultural experience to be the most essential leadership quality, vs 23% globally.

Responsibility for sustainability

Road bridge crossing a mountain lake at sunset

Swiss businesses show ESG readiness, yet fall short in reporting and positive perception.

  • 66of Swiss businesses report to be “completely” or “mostly” ready to meet sustainability reporting requirements, vs 82% globally.
  • 66of C-suite leaders in Switzerland consider ESG requirements to be more a cost than an opportunity, vs 60% globally.

Find out more about the C-suite barometer 2025: Swiss outlook

 

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FAQ

What is the C-suite barometer?

The C-suite barometer is an annual survey gathering the views of 1,700+ executives worldwide. The Swiss outlook reports Swiss business leaders' priorities, growth barriers and expected trends, based on data collected between 28 September and 23 October 2024.

What are the top strategic priorities of Swiss businesses in 2025?

Entering a new product or service category and international expansion lead at 30% each. Restructuring and cost reduction and a new merger, acquisition or joint venture follow at 28% each among the strategic priorities topping the Swiss agenda.

What factors are holding back growth for Swiss businesses?

Increased competition leads at 40% in Switzerland, against 35% worldwide. Economic uncertainty follows at 38%, against 41% worldwide, then national or international political tension and instability at 34%, against 30% worldwide.

How do Swiss C-suite leaders approach digital transformation and AI?

Swiss C-suite leaders embrace a cautious approach. Only a quarter of Swiss companies confirm transforming company IT and new tech at the top of their agenda, vs 43% globally. 30% believe AI will have a major impact, vs 49% globally.

How ready are Swiss businesses for sustainability reporting?

66% of Swiss businesses report being “completely” or “mostly” ready to meet sustainability reporting requirements, vs 82% globally. In addition, 66% of Swiss C-suite leaders consider ESG requirements more a cost than an opportunity, vs 60% globally.

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