History has proven that downturns can be a catalyst for success – Microsoft, Disney, Netflix, Airbnb, Slack, and WhatsApp were all founded in a recession. What else do these companies have in common?

New research from our Business growth report shows that the majority of businesses are “playing it safe” amidst the economic downturn and focusing their attention on profitability. However, this creates room for new outliers to forge a path ahead.

The report is based on a survey of 755 senior decision-makers from 16 countries, asking about their top business priorities for the year ahead – covering global factors like the war and pandemic to internal challenges like managing omnichannel processes – and drawing comparisons from consumer expectations. For instance, only 21% of businesses intend to increase ad spend on Snapchat or TikTok in the year ahead, yet those channels are currently the most used platforms by Gen Z.

What else are the majority of businesses getting wrong? Download the full report to learn how to become an outlier of success.

In this report, you’ll learn:

• The top business concerns and priorities for the year ahead in terms of ad spend, the metaverse, sustainable shopping, and more
• The gap between these priorities and consumer expectations
• 8 actionable steps to overcoming commerce complexity to gain a competitive advantage