Public Study B2B and B2C APAC, EMEA, and AMER 2024

How businesses are managing disruption and growth in 2024

Disruption happens when businesses and markets shift due to economic, societal, environmental, or political and regulatory influences. AlixPartners in conjunction with Potloc developed a study on how businesses are meeting these challenges.

Partnership summary

AlixPartners wanted to research the impact of economic, societal, and other outside pressures on businesses and how businesses managed through these forces. 

Potloc was an obvious choice as a survey partner because of the company's global sampling capabilities and data quality practices. 

With Potloc’s help, AlixPartners was able to survey 3,100 leading executives across 11 different countries.

AlixPartners and Potloc published their findings into the 5th Annual Disruptive Index, which gave key takeaways on how businesses can manage uncertainty, and boosted AlixPartners’ status as a premiere consulting firm. 

Survey details

  • 3,100

    respondents surveyed

  • 10

    industries covered

  • 11

    countries targeted

Business disruption trends for 2024

1

Companies are more likely to react than drive disruption

Companies are 9% less likely to be driving disruption.
Chart showing companies are 7 points more likely to be reacting to disruption and 9 points less likely to be driving it.
Rather than leading disruption with innovation, more companies are just managing the current macro environment and making decisions based on that.  
2

Executives cite new technologies as the biggest disruptive opportunities

Business leaders are mostly optimistic about AI.
Chart on AI adoption: 72% are optimistic about generative AI's impact on the enterprise, 59% are investing in it, and 28% have it fully embedded in workflows.
Executives see emerging technologies as an opportunity produced from disruption. AI was identified as the most important digital issue to address.
3

Fewer executives report their businesses being highly disrupted compared to previous year

Disruption is down 5% from the previous year.
Bar chart of the disruption index against a 2022 baseline: down 4% in 2023 and down 5% in 2024.
Business leaders are more optimistic this year due to the positive outlook on the macro environment. Sixty-two percent of executives expect economic growth in their region over the next 12 months.

Key figures from the survey

60%

of business leaders say it’s increasingly challenging to know which disruptive forces to prioritize.

41%

of business leaders report that inflation and interest rates remain a disruptive threat.

66%

of CEOs worry about the impact of the 2024 US presidential election on businesses.

AlixPartners is a results-driven consulting firm that helps clients navigate industry transformation, growth, and disruption. They specialize in solving complex business challenges, especially during critical moments when visible results matter most. 
Potloc is an all-in-one survey platform powered by automations, integrations, and AI that allows you to get from questions to insights at the speed of consulting. With its social media sampling technology, Potloc can reach any niche audiences or geo-targeted survey respondents for your next thought leadership report. 

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Cover of the AlixPartners Disruption Index 2024, Finding a Profitable Path to Growth.
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