A year ago, 51% of CEOs in Malaysia said their companies might not survive the next decade if nothing changed. That urgency put every leader in front of two core challenges: deliver profit today and reshape the business for tomorrow. Both matter—right now.
Today, our CEO Survey, which heard from 4,702 CEOs around the world, including 1,774 across Asia Pacific and 44 in Malaysia, shows that most companies are making moves to reinvent. Progress is visible. However, the survey tells us the job is far from finished. 43% of Malaysia-based CEOs are still uncertain their businesses will weather what’s ahead.
At first glance, there’s a paradox. CEOs feel less exposed to immediate threats, even as uncertainty persists. Why? Many are targeting short-term risks, winning some battles, but may be overlooking their businesses’ long-term future. That’s an important distinction—and it matters.
This uncertainty isn’t imaginary. Economic challenges, conflict, and shifting global risks keep redefining what’s possible and what’s at stake. At the same time, climate and generative AI are shaking up entire industries. The message is clear—you need to accelerate reinvention. Together, we can face these challenges and build a foundation for long-term success.
The reinvention imperative
Most CEOs in Malaysia are taking steps to reinvent their businesses, but nearly half are still not confident in their company’s viability.
Technological disruption, climate change and other accelerating global megatrends continue to compel CEOs to adapt.
In PwC’s 27th Annual Global CEO Survey, 93% of Malaysia CEOs report taking at least some steps to change how they create, deliver and capture value over the past five years. Over that span, 77% took at least one action that had a large or very large impact on their company’s business model. This can be in the form of adopting new technologies, developing novel products/services, or forming new strategic partnership that boost capabilities.
However, we still see some uneasiness as 43% of Malaysia CEOs believe their companies will not be economically viable in the next decade if they continue on their current path. This is only a slight improvement than last year with 51% feeling this way.
The main hurdles hindering business reinvention, according to most CEOs, are lack of skills (70%) and technological know-how (64%).
This highlights that the workforce remains at the centre of reinvention, and the persistent and widening skill gap demands urgent action.
Q. To what extent, if at all, are the following factors inhibiting your company from changing the way it creates, delivers and captures value?
(Showing only ‘To a large/very large extent’ and ‘To a moderate extent’ responses)
Source: PwC 27th Annual Global CEO Survey
Concerns around economic volatility and inflation persist, while cyber risks loom.
Most CEOs in Malaysia are taking steps to reinvent their businesses, but is it enough? The breadth and depth of transformation required may have been underestimated given the longer-term structural shifts in markets such as evolving supply chains landscape and increasing sustainability expectations.
Malaysia CEOs are slightly more optimistic about the global and local economic outlook this year compared to last year. Yet, bread and butter issues still seem to be on the top of everyone’s mind, as reflected in the survey where inflation and macroeconomic volatility still worry CEOs in Malaysia the most. However, they feel less threatened over the next 12 months than they did a year ago.
As today’s business leaders find themselves grappling with multiple highly consequential forces all at once, keeping the lights on ultimately takes precedence. A focus on the ‘here and now’ may have derailed business leaders from thinking about the wider long-term sustainability of their business.
Interestingly, cyber risk rounds up the top three list this year, while geopolitical conflict (no. 3 last year) declines to no. 4, reflecting the growing need for cybersecurity to be at the epicentre of business innovation and reinvention in the country.
Q. How exposed do you believe your company will be to the following key threats in the next 12 months?
(Showing only ‘Highly/extremely exposed’)
Source: 27th Annual Global CEO Survey
Looming existential change
About one in five CEOs in Malaysia have no plans for climate actions other than decarbonisation where some progress has been made.
Among the megatrends pressuring CEOs to reinvent themselves, two stand out for their potential to amplify all the others: climate change and generative AI.
Action and investment in climate change continue to be made in Malaysia, but more effort is required for meaningful impact. PwC's Net Zero Economy Index 2023 (Asia Pacific) notes that Malaysia’s current decarbonisation rate is at 2.5%, still behind what is required to meet the NDC (nationally determined contributions) target of 7.2%.
CEOs in Malaysia have taken steps, with some advancements in decarbonisation — 85% and 73% are in progress or have completed energy efficiency improvements and innovation of new, climate-friendly products, services or technologies respectively. These figures outpace the Asia Pacific averages of 68% for energy efficiency and 51% for climate-friendly innovation.
However, about one in five are not currently pursuing other types of action related to climate, such as adaptation, nature and initiatives for a just transition. While efforts to decarbonise must continue and accelerate, it must be coupled with an equal focus on adapting to the climate realities of today, including opportunities for nature-based solutions to help meet climate commitments.
Nature is particularly gaining more attention, with 2022 data showing that Bursa Malaysia has US$239bil in market capitalisation for high and moderate nature dependent sectors, which represents 65.3% of Bursa’s entire market value. Integrating company’s climate adaptation and biodiversity efforts with adaptation and net zero programmes can yield significant advantages.
Q. Below is a list of actions companies may undertake related to climate change. Which of the following best describes your company’s level of progress on each of these actions?
Source: PwC 27th Annual Global CEO Survey
CEOs in Malaysia anticipate efficiency impacts from GenAI, but a quarter predict a reduction in headcount.
CEOs are also under pressure to reinvent and keep up with technological disruption, especially in GenAI. Malaysia CEOs in this year’s survey are aligned on the significant implications of GenAI, expressing optimism about its prospects.
41% of CEOs in Malaysia foresee substantial impacts GenAI would have on their companies, workforce and markets within the next three years. In particular, 82% anticipate the need for their workforce to acquire new skills in response to GenAI advancement, higher than global (69%) and Asia Pacific (76%). Surprisingly, despite this awareness, half admit to not having adopted GenAI across their companies in the past 12 months.
CEOs anticipate that GenAI will significantly enhance the efficiency of both their employees’ and their own time. At least 55% of CEOs in Malaysia are optimistic about GenAI contributing to increased efficiency, but 25% predict this would come with a reduction in headcount. However, companies reducing headcount in certain areas may counterbalance by hiring in other areas. AI offers opportunities for new revenue and growth through new products and services and access to new markets.
When assessing risks associated with GenAI, CEOs in Malaysia are primarily concerned about the rising cybersecurity risk (73%), higher than their global (64%) and Asia Pacific counterparts (49%).
Q. To what extent will GenAI increase or decrease the following in your company in the next 12 months?
Source: PwC 27th Annual Global CEO Survey
A reinvention pathway
Equipped with a better understanding of the challenges and opportunities they face, CEOs in Malaysia can take several steps to accelerate and de-risk their reinvention:
Note: Not all figures in bar and stacked bar charts will add up to 100% as a result of rounding percentages and the decision in certain cases to exclude the display of ‘neither/nor’, ‘other’, ‘none of the above’, ‘don’t know’ and ‘prefer not to say’ responses.
Read the Asia Pacific report
63% of Asia Pacific CEOs are not confident about their company’s long-term viability, despite most of them (97%) having taken steps towards business reinvention.
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