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04

volume 04 | november 2024

Discover what’s on the minds of FT readers, from geopolitical sentiments to big revenue challenges over the next five years

FT Audience Barometer

Discover what’s on the minds of FT readers, from geopolitical sentiments to big revenue challenges over the next five years

Discover what’s on the minds of FT readers, from geopolitical sentiments to big revenue challenges over the next five years

Welcome to the fourth edition of the FT Audience Barometer. FT readers from all over the world have contributed to our second audience survey of 2024, telling us how they feel about the economy – now and into the future. We’ve taken their responses, identified some top-level trends, provided geopolitical context and added a touch of data visualisation to bring the whole thing to life.

In this issue…

Dive into the details below, and find out what’s on the minds of FT readers.

SPECIAL REPORT:

business challenges & opportunities

In this edition's special section, we asked FT readers about the biggest revenue challenges facing them over the next five years and about the opportunities they expect to tap into.

When it comes to challenges, the most popular answer was “macroeconomic risks” (cited by 32 per cent of FT readers), perhaps a reflection of a growing sense that inflation volatility is here to stay

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This was followed by “political shifts”, cited by 26 per cent, and “losing talent/labour shortage” (25 per cent). When asked to comment on the challenges ahead one reader noted: “Talent comes and goes very quickly these days.” Another commented: “Talent is in short supply and burnout is frequent.” A third was concerned the problem was systemic: “Demography in western Europe seems to be an important challenge with a lack of qualified talent and decreasing higher education participants.”

"Talent is in short supply and burnout is frequent"

– USA respondent, male, 65+, C-Suite, NGO

Only 16 per cent of FT readers named IT security issues as one of their top three challenges over the next five years, but for this group, the threat was serious. “Cyber is the greatest risk,” said one reader. “We have already been penetrated by Russian hackers,” said a second. And a third recognised that the issue was existential: “Cyber attacks against systems have become increasingly common in recent years. If we were to experience one of these events, it could lead to irreversible damage to the business.” With cyber crime forecast to cost $9.5trn in 2024, their concerns are understandable.

There was no standout response when we asked FT readers to select the three greatest opportunities for their organisation over the next five years. “Strategic partnerships”, “expanding into new markets”, “improving operational efficiency” and “technological innovations”, were all picked by 28 per cent. Of these, the last – which includes harnessing the benefits of AI – saw considerable variation across sectors. Among those working in manufacturing and engineering it was rated as one of the top three opportunities by just 19 per cent of readers, compared to 50 per cent of those readers working in IT/technology. In the open-ended comments the possibilities of AI were a dominant theme.

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As one reader had it, their organisation needs to “build a culture that encourages AI in the way we think and build software”. Another reader was clear that they needed to be “developing AI products that solve known organisational and sectoral challenges”. All of which suggests that FT readers largely agree with John Thornhill on the urgent need to absorb the benefits of the technology.

“[We are] developing AI products that solve known organisational and sectoral challenges, and focussing on clients vs prospects.”

- UK respondent, male, 25-34, media, non C-suite

Interestingly, some readers saw opportunities in our era’s increasingly remote workplaces, with one reader sensing an opportunity in their organisation’s “gradual transition to digitisation and remote processes”. Others were more optimistic about the potential benefits of traditional in-person communication with one keen to increase “face-to-face contact with clients and potential clients” and keen to attend “conferences, seminars, lectures and other functions to make new contacts and professional relationships”. Evidence, perhaps, that the debate on the merits of remote and in-person work will continue for some time to come.

Economic outlook:

optimism dips globally

Expectations of an improving global economic outlook were down among FT readers globally, with just 45 per cent confident that things will improve over the next six months, down from 53 per cent in Q1 24. When asked about their confidence in the local economic outlook over the coming months there were sharp regional variations. In the UK, the prospect of the incoming Labour government seems not to have scared the horses. Some 51 per cent of UK-based readers felt positive about local economic conditions (up from 42 per cent in Q1 24), a vindication perhaps of the FT editorial board’s opinion that despite the gloom, there are reasons to be optimistic about the UK.

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In the USA & Americas, confidence that economic conditions would improve locally was down from 54 per cent to 45 per cent over the quarter (but only 20 per cent thought things would get worse), perhaps a reflection that while the US economy may be slowing there is reason to hope that the landing will be soft.

All of which is in stark contrast to the mood in APAC where only 36 per cent of readers think the economy will improve over the next six months, down from 54 per cent in Q4 23. Might China’s ongoing battle with deflation be at the root of the pessimism?

INDUSTRY OUTLOOK

which industries are hopeful for the future?

Globally, FT readers who work in energy, manufacturing and engineering were the most bullish about their sector, with 56 per cent confident that things will improve through 2024. The mood was particularly buoyant in the UK, where 62 per cent of readers (up from 49 in Q1 24) were optimistic about the immediate future, a reaction that might, in part, be rooted in Ed Miliband’s well-trailed pledge to invest heavily in renewable projects.

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In the US & the Americas, there was a significant mood shift among those working in the retail and leisure, where only 25 per cent of readers who work in the region’s sector thinking things will improve (down from 56 per cent in Q1 24), with sluggish US consumer spending likely a factor.

By some distance the most pessimistic of the sectors was education, with 39 per cent of readers who work in the sector thinking things will get worse over the next six months, considerably outnumbering the 28 per cent who think things will improve. In the UK this might, in part, be explained by the sense that the funding crisis at universities has reached a tipping point

COMPANY PRIORITIES

three frontrunners emerge

In terms of overall company priorities, the top three remained: improving market share, finding and retaining talent, and cost cutting. This quarter, however, the last was down in the UK (from 47 per cent to 41 per cent) and in the US (from 36 per cent to 29 per cent), a reflection, perhaps, of a growing sense that, for now at least, inflation is beaten and does not look set to stage a comeback.

The tech sector continued to be the industry that most values novelty, with 41 per cent of FT readers working in the sector prioritising developing new products or services, compared to just 21 per cent in finance. These ambitions to diversify might reflect a sentiment that while the consumer tech boom might be over, the industrial tech boom could be just about to start.

BUSINESS CONFIDENCE

do readers have faith in their organisations?

Business confidence has taken a slight dip, down from 79 per cent in Q1 24 to 76 per cent, but there was considerable variation across sectors. Readers working in manufacturing and engineering were the most bullish, with 84 per cent thinking their company can successfully navigate the current economic and geopolitical conditions, a figure that leapt to 93 per cent among UK readers in the sector. That number was lower in CEMEA (76 per cent), possibly a product of the growing sense that European carmakers have not adapted quickly enough to the coming electrification of the industry.

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BUSINESS COMMS

what messages are companies prioritising?

In terms of corporate messaging to stakeholders, “trust” and “performance” were the top two communication priorities among FT readers, as they have been consistently over the last three years.

But there was a notable uptick of readers – from 33 per cent to 40 per cent – keen to communicate with stakeholders about their experienced management/leadership. Interestingly, this was considered even more of a priority by the C Suite themselves (46 per cent), who are possibly keen to set themselves apart in our age of increasing CEO-churn.

What is the FT Audience Barometer?

The FT Audience Barometer is an analysis based on data from a short survey conducted multiple times a year that measures the sentiment of FT readers. The Barometer does not include all findings or focus areas from the survey, but instead chooses different data to analyse so that we can keep each edition unique, fresh and insightful.

What the FT Barometer survey focuses on

Since its inception in March 2020, the Barometer survey has had over 15,000 responses from the FT audience.

Each wave of the survey asks the same set of questions across

Four core areas:

Perception of economic conditions – global, local, industry and company-wide

Most important business goals and priorities in the next six months

Importance of business communication

Corporate messages to communicate to key stakeholders

But each wave of the survey also includes different themed sections. This time, the survey focused on revenue challenges and organisational opportunities.

The Q2 2024 survey link was emailed to readers of the FT (print and/or digital) and members of the FT Feedback Forum. Some 726 respondents completed the survey. For more information or ideas for the next one, please email: research@ft.com.