INSIGHTS
2020 - 2025
3500+ Decision makers
1 -51+ Full-time equivalent
Trend #1
NZ business optimism hits highest level since 2021
Optimism among business leaders is rising, with significantly more anticipating revenue growth over the next year.
Trend Breakdown
45% of businesses are feeling more optimistic than last year.
- Up from 34% in 2024. Previous years were 32% in 2023, 36% in 2022, and 40% in 2021.
There is a gradual upward increase in the proportion of businesses who identify as thriving, up 5 percentage points from 2022 (now sitting at 19%).
Decreased customer spending and rising input costs remain the main challenges for businesses:
- Nearly 80% of surveyed businesses reported higher running costs in the last 12 months.
- Around 1 in 2 businesses are planning to increase prices in the next 12 months to help balance rising costs and the changing customer landscape.
Trend #2
Are revenue and investment on the rise?
Growing optimism is driving stronger revenue expectations, and intention to invest particularly among larger businesses.
Trend Breakdown
NZ businesses are looking to invest in key areas to drive productivity:
- 53% say they will increase investment in business development, sales and marketing (up 17%).
- 27% say they will increase investment in AI (up 5%).
AI is gaining traction as a productivity tool, with rising business support:
- The sentiment that skilled staff drive productivity is declining, now at 26%, down from 33% in 2024 and 40% in 2022.
- The proportion who believe AI will help increase productivity has increased significantly. This was more pronounced among those in Auckland (38%).
Trend #3
Is cyber security a concern for businesses?
As cyber security investment grows, businesses are feeling more confident and less worried about a security breach.
Trend Breakdown
Concern over security breaches has been steadily declining and is now down significantly from 2023 and 2024:
- Concerns vary by business size, with 39% of those with 51+ employees very worried, compared to just 13% of those with 1–20 employees.
The proportion of businesses who plan to increase spend on cyber security is on the rise and is up significantly from 2024:
- Spending has increased but is more concentrated in 2025, with an average of 1.6 areas compared to 1.9 in 2024, and fewer investing in software, networks, and consultancy.
