Really think about it. What would your answer be? Would you fall into the 40% of global CEOs who, according to professional services giant PwC’s 28th Annual Global CEO Survey, doubt their companies will still exist in the next decade?
If the answer is yes, ask yourself why. Now ask yourself – Are the people in my company happy?
Company culture drives success
At first glance, culture might seem unrelated to business sustainability. But it is not. How you treat the people who work for your organisation is a critical factor in whether it survives or not. Fight or flight responses often emerge from cultural foundations, not just strategy.
Survival depends on many factors. According to the PwC survey, many CEOs feel unprepared for long-term success. They cite the slow pace of reinvention and the fact that only 7% of revenue over the past five years came from new business. However, the real barriers to reinvention include weak decision-making, limited resource reallocation, and short CEO tenures.
These are not purely strategic or operational challenges. They are cultural. They tend to reflect environments where psychological safety is missing, risk-taking is discouraged, and the status quo goes unchallenged. Long-term transformation cannot happen without a values-based, purpose-driven culture that outlasts individual leaders. Reinvention fails when bold action is not culturally supported.
The power of culture in business longevity
Despite concerns about long-term viability, almost 60% of surveyed CEOs expect global economic growth to rise in the next 12 months. More than 40% plan to increase headcount. Their optimism, however, comes amid major disruption.
AI, climate change, and large-scale industrial transformation are reshaping the business world. Fight or flight instincts will be triggered by these pressures. In this context, people will be your most powerful asset.
AI and workforce transformation
Artificial Intelligence (AI), especially generative AI, is rapidly transforming the workforce. It brings both opportunities and challenges. Deloitte’s annual Human Capital Trends report is widely known for its insights into leadership and organisational culture.
The 2024 edition found that human-centric strategies were key to success in today’s evolving work environment. This year’s report goes further. It calls for leaders to establish strong learning cultures that can support workforce transformation. These cultures are essential for retaining top talent in the AI era.
Leading in this new world requires more than a mental shift. It demands a complete paradigm shift. Leaders must see AI as a collaborator, not a threat. This includes demonstrating a personal commitment to learning and adaptation. Industrial transformation always brings uncertainty. The digital age is no exception.
Employees may fear obsolescence. They may question their roles in an AI-driven workplace, triggering fight or flight reactions that often result in resistance or retreat. Yet fear causes hesitation, and hesitation slows innovation. A culture of trust and transparency empowers employees to engage with new technologies. When employees understand what AI means for them, they are less likely to resist change.
Some jobs will vanish. New ones will appear. These new roles will demand upskilling and reskilling. According to the World Economic Forum’s Future of Jobs Report 2025, AI is the biggest potential job creator among emerging technologies. In fact, 86% of companies expect AI to transform their operations by 2030.
That said, tensions will arise. As businesses adopt agentic AI systems, they will face new ethical dilemmas. The balance between human judgment and machine efficiency must be managed carefully. Leaders need to align AI adoption with human-centric practices. They must lead with accountability and build ethical guardrails to maintain trust. Without trust, technology can alienate rather than empower. And without motivated people, even the most advanced systems cannot ensure sustainable success.
Climate change and business adaptability
Climate change affects every industry. Environmental challenges are reshaping how organisations operate. Leaders who can adapt to these changes and embed sustainability into strategy will position their companies for success. This is only possible through a strong organisational culture.
According to Deloitte, businesses must drive and lead values-based cultures to remain agile in a changing climate. Doing so builds long-term resilience. The report also shows that sustainability-aligned workforce strategies increase employee engagement and strengthen brand trust. Both are vital in a disruptive future.
Industry transformation and strategic agility
Change is the only constant in today’s business world. Rapid technological shifts, evolving customer expectations, and volatile markets have made strategic agility a vital leadership trait. Leaders who embed agility into decision-making foster cultures that are flexible and responsive.
Deloitte’s research finds that trust is central to this agility. Trust-driven cultures promote collaboration and openness. These qualities make workplaces more adaptable and more resilient in the face of economic disruption.
Navigating complexity through strong leadership
Research across the board is clear. In a landscape filled with disruption, the quality of leadership decision-making will determine success. PwC surveyed sub-Saharan leaders whose people-first strategies have helped them stay resilient. Their approach prioritises long-term sustainability over short-term wins.
African CEOs do more than upskill employees. They build cultures where learning, well-being, and innovation flourish. They also stay connected to the communities they serve. This enables them to align business goals with broader social impact. That alignment ensures relevance and adaptability in a shifting world.
The backbone of business longevity
The sub-Saharan leadership model is built on people, adaptability, and purpose. It is a proven formula for enduring success. Leaders who create cultures of psychological safety and who challenge the status quo will push their organisations forward. Those who encourage growth mindsets and invest in development will lead thriving businesses.
The next decade will bring unpredictable challenges. One thing remains true: companies that invest in their people and culture will stand a better chance of survival. If you want your business to grow, focus on the people who make that growth possible.
Because, in the end, it is not ChatGPT, strategy, or the market that determines your fate. It is your people. So ask yourself: “How am I cultivating an agile, adaptive, safe culture in my company?” Fight or flight moments are inevitable. The culture you build will decide how your people respond.
Brian Eagar | CEO | TowerStone | mail me |
