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The Lack Of Skilled Labor Is The Main Concern Of 41% Of CEOs In The Consumer Sector In Brazil. While Companies Invest In Technology And Training, Challenges Such As Cybersecurity And Sustainability Are Also A Concern.
As companies rush to adapt to new technologies and economic challenges, a silent obstacle looms: the shortage of qualified professionals.
The impact of this deficiency may be greater than imagined, compromising productivity, investments, and even the survival of many businesses.
According to the 28th edition of the Global CEO Survey, conducted by PwC, 41% of business leaders in the consumer sector in Brazil cite the lack of skilled labor as the main risk to businesses in 2024.
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The survey, which interviewed over 4,700 CEOs in 100 countries, also revealed other threats such as cybersecurity and the need for business reinvention.
Economic Outlook Splits Opinions
Moderate optimism marks economic forecasts for 2024. In Brazil, 62% of CEOs in the consumer sector expect local economic growth, a percentage lower than the national average of 73%.
On the global scene, 59% project growth, a figure close to the world average of 58%, but well below the 68% of the general perception of the country.
Beyond Labor: Other Threats On The Radar
If the lack of qualification is concerning, cybersecurity is not being overlooked either. Digital threats were cited by 31% of the CEOs interviewed, highlighting the risks of hacking attacks and data breaches.
According to Luciana Medeiros, partner at PwC Brazil, “the shortage of skilled labor dominates concerns, reducing focus on equally critical challenges such as technological disruptions.”
Companies Need To Reinvent Themselves To Survive
The study also revealed a concerning fact: 33% of CEOs in the sector believe that their companies will not survive for more than 10 years without significant changes.
Although below the national average of 45%, this percentage reinforces the urgency of adaptation.
To address this, 59% of companies plan to expand their teams in 2024, betting on employee training and adopting new strategies.
Artificial Intelligence: Ally Or Challenge?
Technology emerges as a way to optimize processes and fill qualification gaps.
63% of CEOs state that generative AI has increased team efficiency, while 82% plan to invest in technology to empower their employees.
However, the financial impact is still modest: only 34% of respondents report an increase in revenue and 31% in profitability, although 57% expect an improvement in profitability still in 2024.
For Medeiros, “AI is already part of inventory management and customer experience, but full integration is still a challenge.” Currently, 51% of CEOs are confident in the implementation of the technology in key processes.
Limited Market Diversification
Despite the challenges, business diversification remains limited.
In the last five years, only 33% of consumer sector companies in Brazil have entered new markets, a percentage lower than the national average of 45%.
The main bets are in sectors such as financial services, wellness, and e-commerce. However, competition remains fierce.
“Companies from other areas can easily enter the consumer sector, putting pressure on traditional players,” explains Medeiros.
Sustainability And Executive Compensation
Increasingly, sustainability is at the center of corporate decisions. 62% of Brazilian CEOs in the consumer sector state that part of the executives’ variable compensation is tied to environmental goals.
Although relevant, the figure is still below the national average of 69%.
Additionally, 51% of companies reported cost reductions due to sustainable initiatives, indicating opportunities for advancement.
Is The Future Of The Sector Threatened?
The lack of skilled labor, technological challenges, and the need for reinvention threaten the future of the consumer sector in Brazil.
Companies are investing in training and technology, but will it be enough? Will the market be able to keep up with the growing demand for specialized professionals before the problem becomes irreversible?
InteressAnte a fala do CEO…..,meu filho tem 1ano
De formado em economia( faculdade Federal) fala inglês e espanhol fluente , não tem experiência pq não dão chance , resultado está desempregado em um país como o nosso ! Como muitos outros jovens ! Alguém me explique!
Os presidentes de empresa gerentes supervisores. se aposentar nelas e ficam até a morte … ninguém sobe de cargo…os que estudaram que estão no chão de fabrica fica Pola mesmo…ou sair da empresa…. Não a incetivo nem de ser promovido..nem a incetivo de qualificação profissional..avera um apagão de profissionais no futuro…