Business Leaders Optimistic Despite Rising Risk Challenges

Business leaders express strong optimism for 2025 despite mounting risks to profitability and operational resilience, HUB research shows.
By: | December 5, 2024
Topics: Brokerage | News
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Business leaders in the U.S. and Canada are optimistic about their companies’ prospects in the year ahead, despite recognizing significant challenges to profitability and resilience, according to HUB International’s 2025 North American Outlook survey.

However, this optimism is tempered by significant challenges to profitability, employee productivity and company resilience, reflecting the complexities of managing an ever-shifting risk landscape, the broker said. The survey, which polled 900 business leaders across the U.S. and Canada, offers critical insights for executives navigating the intricate balance between growth opportunities and emerging threats in today’s dynamic business environment.

“The acceleration of risk has never been faster, so organizations have to be more proactive than ever to be fully prepared,” said Marc Cohen, HUB president and CEO.

Optimistic Business Outlook for 2025

As businesses look to 2025, a wave of optimism is sweeping through corporate boardrooms. The survey reveals a predominantly positive sentiment, with 49% of companies reporting high confidence and 33% expressing cautious optimism about their performance and prospects for the coming year.

This upbeat outlook is reflected in robust revenue projections. A majority of surveyed companies, 68%, anticipate revenue growth of up to 10% in 2025. The optimism is even more pronounced among upper middle market companies — those with annual revenues exceeding $1.5 billion — where 36% expect growth between 10% and 50%.

To capitalize on these growth expectations, businesses are charting ambitious strategic plans. Nearly half of the surveyed companies (45%) are either planning or implementing strategic partnerships. Mergers and acquisitions (M&A) are also high on the agenda, with 43% of businesses actively pursuing or considering such activities. Additionally, 35% of companies are setting their sights beyond domestic borders, planning international expansion to tap into new markets and opportunities.

Artificial intelligence (AI) is emerging as a key driver of profitability, with 35% of survey respondents identifying it as a top priority for 2025. This represents a significant 9% increase from the previous year, underscoring the growing recognition of AI’s potential to transform business operations and boost bottom lines. However, while awareness of AI’s power has surged, the readiness to implement AI initiatives remains at 53% among those who consider it a top priority, indicating a gap between recognition and execution.

Top Risks and Preparedness Challenges

Business leaders face a complex landscape of risks that could significantly impact their profitability goals.

Leading the pack of concerns is the specter of increased expenditures, with 56% of respondents citing it as a major risk. Close behind are disruptions to business operations at 46%, followed by climate change and natural disasters at 45%. The digital realm presents its own set of worries, with cybersecurity risks, including deepfakes and AI fraud, concerning 44% of leaders. Rounding out the top five is the increasing use of AI, which 35% of respondents view as a potential threat to profitability.

When it comes to preparedness for these top risks, companies display a mixed bag of readiness:

  • Increased expenditures: 61% feel prepared.
  • Disruption to business operations: 50% are ready.
  • Climate change and natural disasters: Only 41% feel equipped.
  • Cybersecurity risks: 44% believe they can manage these threats.
  • Increasing use of AI: 53% feel prepared to handle its impact.

The stark contrast between the highest and lowest preparedness levels is telling. While nearly two-thirds of companies feel ready to tackle increased expenditures, less than half feel equipped to deal with the challenges posed by climate change and natural disasters.

Addressing Challenges and Building Resilience

The alignment between C-suite executives and risk management strategies has become crucial. HUB’s survey shows C-suite involvement in risk, insurance, and HR strategies improving from 57% in 2023 to 67% in 2024. This uptick is particularly notable among upper and middle-market companies (companies with revenues between $100 million and $1.5 billion), which report stronger alignment with business strategies compared to the previous year.

Despite improved alignment, significant gaps remain between how businesses perceive risks and their actual preparedness to address them. Cyber risk serves as a prime example of this disconnect. While companies ranked cybersecurity threats, including deepfakes and AI fraud, as a greater risk than in previous years, only 40% of businesses report having some form of cyber coverage. This discrepancy highlights a critical vulnerability in many organizations’ risk management strategies.

Another area of concern is the perception of geopolitical instability. Surprisingly, only 21% of surveyed companies view geopolitical risks as likely to affect their profitability in 2025. This underestimation overlooks the potential for global events to trigger supply chain disruptions, cyberattacks, and regulatory changes that can significantly impact domestic operations.

Impact of Economic Challenges on Insurance Coverage

The current economic climate has cast a long shadow over businesses’ ability to secure adequate insurance coverage. Some 81% of companies report that economic challenges and inflation have had significant to moderate effects on their capacity to obtain ample insurance protection. This struggle is further compounded by the fact that nearly three-quarters (73%) of businesses admit to being underinsured against profit-threatening risks.

While this figure represents a slight improvement from 76% in 2023, it still indicates a widespread vulnerability across the business landscape. The survey also reveals a concerning trend in commercial coverage, with decreases in property, general liability, and umbrella insurance compared to the previous year.

View the full HUB survey here. &

The R&I Editorial Team can be reached at [email protected].

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