PwC Data: U.S. Firms Shift from Defense to Offense - Modern Distribution Management

Log In

PwC Data: U.S. Firms Shift from Defense to Offense

Concerns over a potential recession are easing, but implementing new tech remains a challenge, according to the survey.
Businessman with binocular stand over arrows. Conceptual vector research and looking forward metaphor. Isometric business illustration

After three arduous years of reacting to disruptions and waiting for an economic downturn, businesses have switched to eyeing growth and advancement despite some lingering concerns, according to a new survey from PricewaterhouseCoopers.

PWC says business executives are focusing less on reacting to external disruptions and more on reinventing and transforming themselves.

Business leaders — who once were forced to focus on the COVID-19 pandemic, supply chain issues, problems retaining and hiring quality labor, and other issues — now say they’re becoming more optimistic, according to the study.

While 88% of respondents said they’re still struggling to implement important tech changes, nearly three-quarters responded that they have “the right culture for reinvention.”

Among the key findings from the study:

  • Just 17% of business executives strongly agree that there will be a recession within the next six months, down from 35% in October 2022.
  • Over a quarter (27%) said they want to integrate new technologies into their business models, and 24% said they want to focus on generating new revenue streams.
  • Almost three-fourths (74%) say they are able to attract and retain talent.

Learn more about the new survey here.

Related Posts

Share this article

About the Author
Recommended Reading
Leave a Reply

Leave a Comment

Sign Up for the MDM Update Newsletter

The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.

Get the MDM Update Newsletter

Wholesale distribution news and trends delivered right to your inbox.

Sign-up for our free newsletter and get:

  • Up-to-date news in a quick-to-read format
  • Free access to webcasts, podcasts and live events
  • Exclusive whitepapers, research and reports
  • And more!


articles left

Want more Premium content from MDM?

Subscribe today and get:

  • New issues twice each month
  • Unlimited access to, including 10+ years of archived data
  • Current trends analysis, market data and economic updates
  • Discounts on select store products and events

Subscribe to continue reading

MDM Premium Subscribers get:

  • Unlimited access to
  • 1 year digital subscription, with new issues twice a month
  • Trends analysis, market data and quarterly economic updates
  • Deals on select store products and events



You have one free article remaining

Subscribe to MDM Premium to get unlimited access. Your subscription includes:

  • Two new issues a month
  • Access to 10+ years of archived data on
  • Quarterly economic updates, trends analysis and market data
  • Store and event discounts

To continue reading, you must be an MDM Premium subscriber.

Join other distribution executives who use MDM Premium to optimize their business. Our insights and analysis help you enter the right new markets, turbocharge your sales and marketing efforts, identify business partners that help you scale, and stay ahead of your competitors.

Register for full access

By providing your email, you agree to receive announcements from us and our partners for our newsletter, events, surveys, and partner resources per MDM Terms & Conditions. You can withdraw consent at any time.

Learn More about Custom Reports

Request a Market Prospector Demo

  • This field is for validation purposes and should be left unchanged.