Shaping Business Study
Gain unique insight into the minds of New Zealand business decision makers looking to front-foot an uncertain year ahead. Over 700 business leaders have responded to our fifth annual survey, offering a glimpse of what’s to come for both corporates and SMEs across key industries.
2019 - 2024
3000+ Decision makers
1 -51+ Full-time equivalent
Shaping Business Study 2024
After years of economic challenges, is business optimism finally on the rise?
See how business leaders are feeling about the future.
Trend Breakdown
34% of businesses are feeling more optimistic than last year.
- Up from 32% in 2023.
Thriving and starting businesses are more likely to be optimistic (61% and 59%, respectively). A further increase on 2023 results.
The core drivers of optimism are a result of growth in business:
- 55% say business is growing, a significant increase on 22% in 2023.
- 40% say they have more customers/demand, a significant increase from 21% in 2023.
Have we entered a 'hybrid hangover'?
Compared to 2023, more businesses report that hybrid working results in decreased productivity.
Trend Breakdown
While more than half of businesses have a fully/mostly in person working model, over one-third have adopted a hybrid model:
- 28% of businesses say that hybrid working makes their business less productive than being fully in person.
- Up from 17% in 2023.
- 51% of businesses say that hybrid working makes their business more productive. This is consistent with results from 2023.
Effective use of technology continues to correlate to overall business performance.
Businesses making the best use of technology continue to thrive while those that aren’t are being left behind.
Trend Breakdown
Effective use of technology aligns directly with the performance of a business:
- 68% of thriving businesses say digital technology improves their productivity.
- 67% of starting businesses say digital technology improves their productivity.
- 54% of reviving businesses say digital technology improves their productivity.
- 50% of surviving businesses say digital technology improves their productivity.
Senior leadership and technology:
- 23% of business leaders say they don’t possess the digital skills to help their business get ahead.
Businesses who are struggling should take a look at their digital tools and examine if they are providing enough value to get ahead in 2024.
