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What are businesses concerned about in 2025?

Surveying Kiwi businesses with over 100 employees, Datacom has revealed their biggest concerns in 2025 in its latest Business Outlook Survey.

At the top of the list of what is concerns businesses the most in 2025 is economic uncertainty, with 77% of business leaders saying this is the biggest threat to their organisations.

This number up from 13% from the previous year.

But despite this concern, businesses are focusing on two things: workplace productivity (29%) and growth (28%).

Staff retention and recruitment is next on the list at 9%.

“The past two years have been challenging for businesses as New Zealand navigated a recession, but the outlook for 2025 is promising, with recovery gaining momentum,” says Datacom New Zealand Managing Director, Justin Gray.

“The Business Outlook Survey findings show that while economic uncertainty remains a key concern, New Zealand businesses are demonstrating resilience by focusing on productivity and growth, which, if we can get it right, will set the stage for long-term success.” 

Read more: How does Auckland have so many thriving hospitality businesses?

Another key focus for businesses in 2025 is emerging technologies such as AI and automation – which encourages more value to deliver the productivity gains businesses are seeking.

The biggest technology opportunities include AI (46%) and automation (41%) topping the list, followed closely by data optimisation (40%). 

Sixty-eight percent of Kiwi businesses are expected to invest more in technology in 2025.

“It is encouraging to see a growing understanding of the value that automation and AI, particularly generative AI, can deliver. Our State of AI Index this year showed that among those organisations already using AI, 80% were reporting a positive impact on business operations,” adds Gray.

AI has been seeing an uptick already in Kiwi businesses, jumping from 48% in 2023 to 66% in 2024.

“Technology has enormous potential to transform organisations, but businesses need the right support to address skills gaps, budget limitations and adoption frameworks. With proper investment and governance, tools like generative AI can drive significant growth and innovation,” says Gray.

The results show cybersecurity is another key focus for businesses heading into 2025.

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