Traditional media remains the most popular way to follow sporting events: 69 per cent of FT readers are either very likely or somewhat likely to watch events on television, although, as Josh Noble discovered, this might be the last hurrah for the sports broadcasting rights model, which is struggling to reach Gen Z audiences.

When asked specifically about the Olympics, FT readers are divided, with 33 per cent strongly or slightly agreeing with the statement: “The Olympics are nothing more than a media spectacle.” But 68 per cent strongly or slightly agree that “The Olympics are a celebration of human potential”, affirming, perhaps, the hope of Tony Estanguet, head of the Paris Olympics organising committee, that this year’s games will be a “rare, magical moment.”

And sponsors of this year’s games will be heartened to hear that 33 per cent of readers strongly or slightly agree with the statement “I perceive brands who are associated with the Olympics as more likely to be leaders in their field”, despite the financial and reputational risks of top-tier games sponsorship, which Leo Lewis explores in the link below.

The responses were surprisingly uniform with Attracting and Retaining Top Talent, Managing Economic Uncertainty and Maintaining a Profitable Business occupying the top spots across all regions. Unsurprisingly, there were some variations, with geopolitics perceived as a greater challenge in Asia Pacific and CEMEA, possibly as a result of ongoing tensions in the South China Sea and the risk of war between Israel and Hizbollah.

When asked how their companies were likely to change their spending over the next 12 months, 36 per cent of FT readers report a likely increase in investment in AI, no doubt driven by the potential of the technology to radically change the way we work. And 35 per cent of readers say their organisation is planning to invest more in cyber security, probably in response to the constantly morphing threat posed by hackers.

When asked an open-ended question about expected structural changes in their industry, many cited something related to AI, either positive or negative. Beyond that, people seemed concerned about the increasing cost of resources and geopolitical instability.

When quizzed on their confidence in the local economic outlook, 46 per cent of global FT readers feel the situation will improve in their region, with only 26 per cent anticipating decline. In the Americas, the number of FT readers feeling positive about the next six months jumped to 54 per cent, a reflection, perhaps, of Janan Ganesh’s theory that for all the noise being generated in this tumultuous election year, it’s possible that politics doesn’t actually matter that much. The regional buoyancy in the Americas contrasts starkly with the mood in Asia Pacific, where only 39 per cent of FT readers believe things will improve in the short term, possibly owing to a recent contraction of the Japanese economy driven by sluggish consumer spending.

Globally, FT readers felt growing optimism about their sectors, with 44 per cent expecting things to improve over the next six months (up from 37 per cent in Q4 ’23) and only 18 per cent thinking they will decline (down from 22 per cent). This confidence is mirrored by the respondents’ positivity regarding their own company’s outlook, with just 12 per cent expecting decline, and more than half (52 per cent) feeling positive.

Across all regions, there was also growing optimism among those working in the manufacturing/engineering sector, with 54 per cent of FT readers expecting positive change, up from 38 per cent in Q4 ’23. This trend was particularly marked in the CEMEA region, possibly driven by the better-than-expected performance of Europe’s industrial powerhouse, Germany, where factory production was up in both the car-making and construction sectors.

However, in the government/health/education/NGO sector the mood is downbeat. Only 27 per cent of FT readers working in the sector think things will improve, with the same proportion thinking things will decline, a result, possibly, of unease at the prospect of a Trump election win later this year, which will likely lead to a dramatic cut in healthcare spending in the US. By contrast, the American technology sector is flying – with 65 per cent of FT readers who work in the industry confident that things will get better over the next six months, partly, perhaps, a result of the federal government’s move against Chinese tech, which has unleashed a wave of investment and innovation in the US tech sector.

Globally, there is a notable increase in readers who prioritise finding and keeping talent across all sectors, up from 28 per cent in Q4 ’23 to 36 per cent in Q1 ’24. Among the sectors in which this was prominent was government/health/education/NGOs (39 per cent), partly, perhaps, a result of the continuing global shortage of healthcare workers.

Among FT readers working in the fast-moving technology sector, improving market share is a priority for 51 per cent globally, a figure that shoots up to 69 per cent among UK readers, maybe a reflection of the growing strength of the French tech companies threatening the UK’s position as industry leader.

In terms of corporate messaging to stakeholders, top communication priorities among FT readers globally remain “trust” and “performance”. Contrasting opinions about the importance of communicating ESG credentials saw 43 per cent of readers in the UK considering it a priority, compared with only 23 per cent of readers in the Americas, perhaps a reflection of the extent to which ESG has become a culture wars battleground in the US in a way that it hasn’t in Europe.