PwC

PwC Canada’s 29th CEO Survey shows confidence sliding as geopolitical risk and looming CUSMA talks weigh on leaders. Only 47 percent expect the global economy to improve in 12 months, versus 61 percent globally, while just 27 percent expect Canada’s economy to improve, down from 42 percent last year.

Trade policy worries persist, with 53 percent citing U.S. risk and 35 percent bracing for thinner margins. Although 94 percent have experimented with AI, only 29 percent have deployed it at scale, below the 43 percent global rate. Just 37 percent have an AI roadmap. The report urges a reinvention mindset.

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According to PwC’s 28th Annual Global CEO Survey, released during the World Economic Forum, 60% of global CEOs foresee increased economic growth in 2025. However, challenges persist: macroeconomic volatility (29%) and inflation (27%) rank as top concerns. Optimism about Generative AI is rising, with 49% expecting profitability gains in 2025.

Climate-related investments are proving lucrative, with 33% of CEOs reporting revenue increases. Yet, reinvention remains critical—42% fear their firms won’t survive the decade without significant change. CEOs emphasize agility, innovation, and trust in AI as keys to navigating a dynamic global economy.

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PwC’s 2025 Canadian M&A Outlook predicts a gradual recovery in deal activity, with financial services and private equity sectors driving growth. Challenges persist, including Canada’s productivity crisis, stagnant capital investment, and geopolitical uncertainties linked to U.S. trade policy changes.

PwC leaders urge businesses to adopt technological transformation, such as AI and cloud-based solutions, to overcome barriers. Financial services lead the way, actively acquiring tech-enabled firms to optimize operations and enhance customer engagement. Sectors like healthcare tech and advanced manufacturing also see growth. Private equity is consolidating smaller firms to drive innovation, addressing economic transformation and boosting Canada’s competitiveness.

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