Almost 70 percent of executives around the world say that global social, environmental, and business trends are increasingly important to corporate strategy, according to a McKinsey survey. Yet relatively few companies act on the global trends they think will affect them most; among those that do act, only 17 percent report significant benefits.
One reason might be underinvestment in trends. For instance, many companies that pursue growing consumer segments in emerging markets build operations there but don’t develop lower-cost products.
Companies that don’t act on trends they think will be important cite a shortage of skills and resources, higher strategic priorities, or a lack of possible responses to these trends.
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