PwC’s 2024 CEO Odyssey: Confronting Business Storms in Africa

PwC's 2024 CEO Odyssey: Confronting Business Storms in Africa

In the ever-evolving realm of business, Sub-Saharan Africa stands as a dynamic frontier, presenting both challenges and opportunities. PricewaterhouseCoopers (PwC) recently conducted an extensive CEO Survey, canvassing insights from 4,702 CEOs across 105 countries. A significant subset of 380 CEOs from Sub-Saharan Africa (SSA) sheds light on the unique challenges and strategies facing businesses in the region in 2024.

Understanding the Landscape:

PwC’s research, conducted from October to November 2023, meticulously weighted global and SSA figures to ensure a representative sample. The findings underscore the real concerns expressed by CEOs for the year ahead. Regulatory uncertainties, infrastructural hurdles, limited financial resources, and shortages in specific skill sets emerge as potential threats to growth in 2024.

Identifying the Top Challenges:

When asked about the major threats looming over their businesses in the next 12 months, Sub-Saharan CEOs identified inflation and macroeconomic volatility as significant concerns. PwC emphasizes that these challenges are not merely speculative; CEOs in SSA countries view them as key threats with a high probability of causing substantial financial losses.

Beyond economic concerns, CEOs also highlighted climate change, social inequality, cyber risks, health hazards, and geopolitical conflicts like those in Ukraine and Palestine. The report emphasizes that African nations with high levels of indebtedness, such as South Africa, face increased vulnerabilities in the current economic climate.

South Africa’s Economic Landscape:

Specifically, South Africa grapples with a forecasted increase in the budget deficit for 2023/24, estimated to worsen from 4% to 4.9% of GDP compared to the previous year. This escalation translates to a higher debt-service cost, reaching R356 billion, with Finance Minister Enoch Godongwana noting that debt-service costs will absorb over 20% of revenue. This surpasses budgets for social protection, health, or peace and security.

The report predicts that debt in South Africa will peak at 75.3% of GDP in 2025/26, painting a challenging economic outlook for the nation. The risk of inflation and economic instability has further repercussions, impacting the forecast for the prices of goods and services. Over half of the CEOs surveyed expressed their intention to increase prices in 2024.

Business Resilience Amidst Challenges:

Despite these formidable challenges, there remains a sense of optimism. A noteworthy 44% of CEOs in Sub-Saharan Africa express their intent to increase their businesses’ headcount. The report underscores the advantage of Africa’s youthful population, emphasizing their potential to leverage new technologies for upskilling. As businesses in Africa adapt to change, the next generation of talent becomes pivotal in driving engagement and participation in the evolving landscape.

Strategies for Growth:

In navigating the uncertainties, businesses are formulating strategies to bolster resilience. PwC’s CEO Safari into 2024 reveals a focus on innovation, adaptability, and leveraging the demographic dividend of Africa’s youth. The report indicates that over half of the CEOs surveyed plan to increase the prices of their services, aligning with the need to counterbalance economic challenges.


PwC’s CEO Survey unveils a multifaceted landscape for businesses in Sub-Saharan Africa in 2024. It not only identifies challenges but also highlights the resilience and adaptability ingrained in the region’s business leaders. As Africa’s business sector evolves, the insights gleaned from this survey provide a roadmap for CEOs navigating the intricate terrain of economic uncertainties and opportunities in the coming year.


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