81% of Moroccan CEOs are confident about the national economy’s growth prospects, despite a global context marked by geopolitical tensions and climate issues, reveals the 28th edition of the PwC Global CEO Survey, the results of which were presented on Tuesday in Casablanca.
Although slightly down on the 90% recorded in 2024, this optimism testifies to the resilience of the country’s economic fabric, according to the annual survey conducted by PwC, noting however that 52% of Moroccan business leaders are optimistic about the global economy, compared with 58% in 2024.
As for geopolitical risk, it is now perceived as the main threat by 34% of Moroccan executives, according to the same source, which points out that in this uncertain climate, 90% of executives remain confident about their own company’s growth over the next 12 months.
Speaking at the event, Jonathan Le Henry, Partner at Strategy& (PwC’s strategy consulting arm), Head of Strategy& for the Maghreb Region, emphasized that Moroccan CEOs’ continued high level of confidence in the national economy, despite a perilous international context, reflects their maturity and growing adaptation to new strategic challenges.
He pointed out that this edition of the PwC Global CEO Survey highlights the dual technological imperative facing companies: on the one hand, the need to strengthen cybersecurity in the face of growing exposure to cyber threats, and on the other, the rapid adoption of AI, now seen as an essential lever for transformation and performance.
The study also reveals that 71% of Moroccan executives plan to systematically integrate AI into their processes within three years, Jonathan Le Henry noted, adding that this change in perception illustrates a major evolution: whereas until recently, AI was perceived as a niche technology, it is now establishing itself as an operational tool for optimizing the performance and competitiveness of Moroccan companies.
“The transformation of Moroccan companies is based on a combination of technological innovation and private equity, which facilitates their internationalization and adaptation to the new rules of the economic game,” Jonathan Le Henry added.
On a different note, the study points out that nearly 47% of Moroccan CEOs are considering an acquisition in the next three years, while 39% say they have already made a significant acquisition in the last three years, reflecting a strategy of targeted expansion in strategic markets.
Assia Benhida, Partner at PwC and Market & ESG Leader for the Maghreb region, highlighted the growing prominence of climate-related challenges, emphasizing that awareness is accelerating—driven in part by new decarbonization regulations that shape market access. One notable example is the EU’s Carbon Border Adjustment Mechanism (CBAM), which imposes stricter carbon footprint requirements on exports.
She added that 45% of Moroccan business leaders are now particularly attentive to regulatory developments concerning carbon emissions.
Benhida pointed out that companies in Morocco are becoming increasingly aware of the impact of environmental regulations on their operations and are gradually adjusting their strategies in response. This shift is reflected in a growing commitment to sustainable investments and the adoption of more responsible business models.
Benhida underscored that transitioning to a greener economy is no longer a choice but a necessity for maintaining international competitiveness, adding that companies must integrate Environmental, Social, and Governance (ESG) principles into their strategic planning to ensure long-term resilience and secure access to the world’s most demanding markets.
The PwC Global CEO Survey is a strategic barometer for identifying the challenges and opportunities facing Moroccan CEOs in a constantly changing environment.
The survey was carried out among more than 4,700 international CEOs in 109 countries, with a special focus on Morocco and the Maghreb, in order to gain a more specific understanding of the economic and strategic issues facing the region.
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