Including insight from GHJ, the survey reveals leaders are prioritizing technology improvements and governance, shorter planning horizons and stronger customer experiences.

LOS ANGELES, CA – GHJ, a national advisory, tax and accounting firm and member of HLB, a global network of independent advisory and accounting firms, shares recent findings on the outlook of North American business conditions. HLB’s 2026 Survey of Business Leaders - The North America Outlook highlights how leaders are adapting their strategies to address changes in technology, the economy and customer demands. 

The report, “Operating in a New Paradigm,” draws on insights from business executives across the U.S. and Canada and was collected from September to November 2025. The survey reveals a confident but cautious business outlook, with nearly all respondents (91%) stating they are confident in their business growth but more than three-quarters of leaders agreeing that they are concerned about economic uncertainties.

“What stands out in this year’s survey is the combination of confidence and discipline. Leaders are optimistic about growth, yet clear-eyed about risk,” said Global CEO of HLB Marco Donzelli. “They are shortening planning cycles without losing ambition and investing in technology not for its own sake, but to build resilience, agility and trust with customers.”

Within this data, findings reveal that North American business optimism is tempered by new priorities: 

STRENGTHENING TECHNOLOGY INVESTMENTS AND GOVERNANCE

With more than a third of business leaders already using AI to automate back-office functions and process documents, the focus for 2026 is on strengthening businesses’ digital capabilities and AI functions. The survey of North American business leaders highlighted that 42% of respondents cited digital and AI capabilities as a weakness within the business that requires attention over the next 12 months. Shortly behind that was cybersecurity as a concern, at 34%. 

This illustrates that implementation is not synonymous with optimization, and for new technology to be successful, businesses must ensure the proper governance, training and accountability are in place.

PLANNING BASED ON DEMANDS, NOT TIMING

Forty-two percent of leaders that participated in the survey are operating with planning cycles of six to 24 months – a broad range, but when compared to global peers, stands out. In comparison, European leaders are approximately half as likely to plan without a fixed cycle. This signifies that North American leaders are not making plans based on timeframes or set deadlines; rather, they are monitoring current business trends, risks and conditions to forecast strategies and objectives in real time.

“North American businesses are shifting from urgent problem-solving to long-term planning, efficiency and proactive investment in people, process and technology,” said GHJ’s Managing Partner Tom Barry. “This data reflects what we are seeing with our clients and shows leaders’ resiliency and adaptability.”

IMPROVING CUSTOMER EXPERIENCES

More than half of survey participants plan to focus more on customers as a source of revenue growth over the next 12 months and are looking at improving the following: customer data analytics, segmentations and personalization; customer-driven product and service innovation; and customer feedback programs. This includes incorporating more authentic, human connections in brand interactions as well as using data-driven insight to sustain customer loyalty.

KEY FINDINGS IN THE SURVEY

Other key findings include:

  • Business confidence on a global stage: Results on business confidence from the global survey are similar to what North American leaders reported, with 88% of global business leaders confident in their own company's ability to grow revenue in next 12 months – the highest level since 2019
  • Global growth: Fifty-eight percent of North American leaders stated they expect the rate of global growth to increase
  • Investment in operational efficiencies: North American leaders are evaluating their organizations’ operations, as over half of respondents cited a priority of theirs is to improve operating effectiveness 

“When facing disruption across the business ecosystem, the leaders that do not shy away from challenges are the ones that will be best positioned to remain resilient,” Tom added. “Changes are going to happen – to the economy, to client bases, to the way businesses deliver their services. The one thing that can remain the same is businesses’ ability to adapt and respond resiliently.” 

View the full HLB 2026 North America Outlook report to learn more.

About GHJ

GHJ is a national independent advisory, tax and accounting firm that partners with businesses and nonprofit organizations to deliver clarity and confidence. Since 1953, GHJ has combined deep industry expertise with an entrepreneurial spirit to help leaders achieve their strategic goals.

GHJ is headquartered in Los Angeles and serves clients nationwide, backed by its own dispersed workforce. With nearly 300 professionals and 26 partners, the Firm provides senior-level expertise with deep industry capabilities in food and beverage, media and advertising, entertainment and nonprofit. 

GHJ is a Top 100 Firm and member of HLB International. Through this global network, GHJ offers seamless access to resources in over 150 countries while remaining fiercely focused on client success.

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