European Outlook for B2B in 2024

The global economy encountered challenges in the last two years, including severe inflation on energy and resources, and rising interest rates, creating uncertainty in the business climate. Our B2B trends study reveals that business leaders anticipate ongoing uncertainty this year but remain positive. 

This article provides guidance for leaders of B2B companies, offering insights and outlook for 2024 based on the perspectives collected from European business leaders.  

Market trends pose ongoing challenges for 2024 

Looking at the macro-economic environment, the B2B Trends Study results provide three interesting insights. 

Firstly, leaders of B2B companies indicate that core trends of 2023: High inflation and interest rates, increased economic uncertainty and the talent gap, are still prevalent. Most interestingly, business leaders also indicate that they are typically ‘not ready’ for these trends.  

Secondly, some…