What C-Suites Say Has Changed in 2026 And How They Can Best Adjust

Flare-ups from familiar challenges have soured the mood somewhat but familiar approaches — yes, that means cutting spending — as well as new tools can have smooth the path forward.

Key Highlights

  • CFOs have grown more pessimistic about the U.S. economy, with supply-chain concerns, inflation and tariffs the main causes.
  • More companies are planning cost cuts than earlier this year.
  • Leadership teams are balancing transformational ambitions with the realities of a challenging operating environment. The focus remains on agility and strategically implementing AI.

Many of America’s business leaders have reason to feel pretty good about things as they gather their teams to finalize 2027 plans. Consumer demand is broadly holding up even if some areas are showing strain. Employees’ wage increases continue to moderate while their AI investments are (fingers crossed) starting to pay off. And if they’re playing any role at all in the data center boom, order books are full and then some.

But if you look closely, you can see frowns forming across more than a few foreheads — and that’s mostly because some old bugaboos have returned.

Recent reports from big-name consulting firms Grant Thornton and PricewaterhouseCoopers show that some executive leaders are being challenged this summer in ways they hadn’t expected early this year. The biggest culprits: Inflation and supply-chain snarls, problems that we all hoped had peaked earlier this decade but that have flared up again in large part due to the war with Iran.

Grant Thornton’s quarterly survey of hundreds of CFOs shows that group to be at its most pessimistic about the U.S. economy in five years. Only 37% of executives (down from more than 45% in Q1) told the firm they are optimistic while 40% are downbeat. Supply-chain pain is playing a big role in that sourer mood: The share of CFOs confident that they’ll meet their supply-chain needs in the near future fell to 43% from 58%, a drop that also lowered their confidence in achieving broader cost-control goals.

Worth noting here: The Grant Thornton team conducted its poll while there was still relative calm on the tariff front. So CFOs were increasingly sweating their supply-chain and cost KPIs before U.S.-Canada trade tensions ratcheted up again, culminating last week in steep new tariffs from President Donald Trump and retaliatory actions from Prime Minister Mark Carney.

“Tariff uncertainty is creating challenges with supply chains, and the oil supply and war created a lot of the economic uncertainty and pessimism that we’ve seen,” said Dana Lance, leader of Grant Thornton’s tax solutions, quality and risk group.

Another group of CFOs responded to the quarterly survey from Duke University’s Fuqua School of Business and the Richmond and Atlanta branches of the Federal Reserve in a similar way. Early this year, their top concerns were trade/tariffs, labor and the general demand picture. Three months later, labor is the only repeat topic and sitting a distant third to inflation and non-labor costs.

As with the broad economic outlook CFOs gave Grant Thornton, those concerns have eaten into the growth outlook of executives who spoke to the Duke/Fed teams. CFOs told the researchers they expect U.S. real GDP growth to be 1.8% over the next year, down from 2.1% three months earlier. That’s still nowhere near a recession but slow enough to have some of those frowns start to show.

“This continues to feel like the economy that could have been,” Greg Daco, the chief economist at EY-Parthenon, wrote Aug. 26. “Absent the strains from the global trade conflict, tensions in the Middle East and persistent policy uncertainty, the AI-investment surge could well have supported steady growth above 3%.”

AI Refinements and Cost Controls Top Executives’ Wish List

Respondents to PwC’s mid-year update to its CEO Survey weren’t as broadly downbeat as the Grant Thornton audience. In fact, a third of leaders told the firm they’ve grown more confident about growth since late last year while 26% said their confidence has diminished.

But of the more than 350 CEOs who responded to PwC researchers, 26% said that managing their supply chains has become more challenging “to a large or very large extent.” And as that work is bleeding into costs more broadly, a very similar number told the firm that making pricing decisions also have grown quite a bit trickier.

Where to now? Right back, it seems, to the difficult operating environment where many C-suites have been for several years: Countering one disruption after another while tightly managing spending but still investing in targeted growth priorities. Listen these days to a publicly traded company’s leaders address investors and analysts, and the odds are pretty good that you’ll hear the code word “dynamic” at least once.

As Grant Thornton’s pros put it: “While CFOs are brimming with ambition at a time of transformational change, they’re concerned about their ability to execute that transformation.” Building resilience into your organization is key, but truly succeeding requires going beyond becoming adaptable.

One lever leadership teams know they can pull is the one labeled “More With Less,” a habit we wrote about earlier this year. In this summer’s Grant Thornton survey, no fewer than 87% of CFOs said they are planning for more cost cuts of some sort. That was a 15-point jump from the first quarter.

AI will play a role in those plans but, based on PwC’s latest survey, executive teams shouldn’t put all that many expense-cutting eggs in that basket. Only 28% of CEOs said their AI investments have already produced cost savings while one in eight said costs have actually risen. And a mere 9% told PwC they’ve achieved AI nirvana by both trimming spending and increasing revenues thanks to AI.

The advisors at PwC say there’s a lot of value to be found in pushing AI “upstream” and having tools more quickly flag changes in inventories, input costs or suppliers’ health. The key, they say, is to embed AI systems broadly and strategically so that teams can more efficiently get to grips with these inflation and supply-chain bugaboos that just won’t go away.

“Companies that can combine AI capability with resilience, and human judgment, will be better placed to see changes earlier, test options faster, and coordinate responses across the business,” the PwC team wrote. “Companies that treat AI as a series of isolated tools may find it harder to turn insight into action.”

About the Author

Geert De Lombaerde

Geert De Lombaerde

Contributor

A native of Belgium, Geert De Lombaerde joined EndeavorB2B in September 2021 to cover public companies, markets, and economic trends primarily for IndustryWeek, FleetOwner, Oil & Gas Journal, T&D World, and Healthcare Innovation. His work focuses on strategy, leadership, capital spending, and mergers and acquisitions, and he also works with Endeavor Business Intelligence on surveys and data projects.

Geert has been in business journalism since the mid-1990s. With a degree in journalism from the University of Missouri, he began his reporting career at the Business Courier in Cincinnati, initially covering retail and the courts before shifting to banking, insurance, and investing. He later was managing editor and editor of the Nashville Business Journal before being named editor of the Nashville Post in 2008. He led a team that helped grow the Post's online traffic by an average of more than 15% annually before joining Endeavor.

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