Grayling: 76 percent of CEE business leaders are optimistic about their business’ growth prospects

By: Trademagazin Date: 2026. 02. 10. 10:53

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In the Central and Eastern European (CEE) region, companies are simultaneously preparing for growth and increasing risks: 76 percent of business leaders are optimistic about their business’ growth prospects, while geopolitical tensions, regulatory changes and technological transformation are putting significant pressure on companies – according to the 2026 global trend report by the consulting firm Grayling, the findings of which were announced to MTI in a statement on Tuesday.

They added: globally, 62 percent of business leaders believe that significant risks will have to be reckoned with during business activities this year, while almost 85 percent of those surveyed trust in growth.

The Risks, Reputation and Business Returns in 2026 report surveyed more than 400 people globally and 80 in the CEE region, including board-level executives, CEOs and partners from IT, technology, finance, energy, retail, healthcare and media, among others.

The analysts pointed out that 31 percent of business leaders in the Central and Eastern European region, while 50 percent in Hungary, name geopolitical conflicts as the main threat in 2026.

62 percent of executives in the CEE region, while 70 percent in Hungary, consider artificial intelligence (AI) or technological changes to be the biggest potential risk to their business.

A significant portion of business decision-makers – 83 percent in the region, 80 percent in Hungary – named rising energy costs and supply chain volatility as their main operational challenges.

Strategic communications and consulting firm Grayling has 30 offices worldwide. Grayling Hungary, which has been operating for 30 years, has a portfolio that includes corporate and brand communications, national and international campaigns, government relations, crisis management, and communication training for its clients in Hungary and the region.