Gartner surveyed 400 senior business leaders about the challenges faced and their priorities for 2022-23. We analysed the results

Priorities change in a business; they evolve all the time to match the societal landscape around them. Following a major worldwide disruption like the COVID-19 pandemic, it’s no surprise that the focus for CEOs has shifted to match the way our outlooks and challenges have changed.

Gartner surveyed 400 senior business leaders about their 2022-23 priorities and found that – for the first time – environmental sustainability has made its way into the top 10. Additionally, workforce issues are a bigger priority than ever before.

Mark Raskino, VP Analyst at Gartner, said of the results: “In 2022, the Gartner CEO and Senior Business Executive Survey showed that, catalysed by multiple macro trends and economic factors, business leaders are reprioritizing some key areas of enterprise purpose and management focus.”

The last time there was such a dramatic change in the priorities of CEOs was in 2009-10, during the recovery from the last major recession. Here, we’ll dig into the key challenges for CEOs in 2023…


While growth remains the primary challenge, with 51% of respondents stating that it’s in their top three priorities, it’s actually down 8% from 2021-22. Gartner has surmised that the reason for this is that, due to ongoing supply chain disruptions, business leaders are less focused on driving up demand if they don’t necessarily know whether they can supply. Many organisations are working hard to revamp and improve their supply chains, but uncertainty remains and nobody wants to make promises that they can’t keep.

Gartners top 10 strategic business priority areas for 2022-2023


Technology has also dropped slightly as a top three priority, though it remains the second biggest focus at 34%. While the survey respondents are 5% less concerned about tech-related issues than in 2021-22, it’s still hugely important – especially as the world recovers from the pandemic.

Many businesses have taken the pandemic as a sign that they need better digitalisation, as a lack of that made the transition to home working difficult for some. Additionally, cybercrime is a major concern, especially when ensuring employees have the hardware and software they need to work safely from multiple locations.


A focus on the workforce is up 32% from 2021-22, putting it at 31% in third place. This is the second consecutive year that workforce has become more of a priority, and there are multiple reasons for this.

Attracting and retaining employees is a challenge because older generations are retiring and there aren’t always enough replacements for specific roles. Plus, the younger generations joining the workforce are more likely to align themselves with businesses they truly believe in, meaning they are more picky, so organisations have to be the best they can and transparent with it.

Additionally, diversity, equality, and inclusion are bigger focuses than ever, and these have been boosted by the spotlight being shone on such topics during the pandemic. All in all, almost half (49%) of CEOs agreed with the statement that ‘it is very difficult for us to find and hire the kind of people we need in our business’.


At 29%, corporate has dipped only a little since 2021-22 – just 5% – and remains a top priority. Corporate includes company structure and culture changes, and this is a focus right now due to the challenges of employee retention, as well as the drive towards digitalisation. Corporate change is required to improve business efficiency and performance, hence its position on this list.


The financial side of business has decreased in importance to CEOs for 2022-2023, dropping by 27% since 2021-22. However, it’s still in the top three for 20% of respondents. CFOs are making a major push towards finance transformation through technology to boost efficiency in their departments. Despite the ongoing challenge of building digital competencies in finance, 82% of CFOs have reported that their investments in digital are accelerating and exceeding investments in many other areas.

Products & Services

Products and services remain in the top three spot for 15% of respondents, up 43% from 2021. As the world recovers from the pandemic, the products and services a business produces are in the limelight. Competition is more fierce than it’s ever been, so innovation is key to remain in the best position.


The customer as a priority is up 26% from 2021-22, at 15% – and it’s no surprise. Linking into products and services, and the challenge of hiring the latest generation of workers, costumers have very high standards and hard work is required to impress them and retain loyalty.

In a Gartner survey about customer service trends, 74% of respondents stated that improving operational excellence to create a seamless customer journey is either ‘important’ or ‘very important’, and the survey found that business growth is best achieved through positive customer experience outcomes.

Environmental sustainability

Nine per cent of respondents to the Gartner survey stated that environmental sustainability is a top three priority – up a huge 292% from 2021-22. This is the first time it’s broken into the top 10, which is telling. Businesses are increasingly under pressure to do more when it comes to their own environmental impact. Many leading nations are aiming to be carbon neutral within the next few decades and being more sustainable undeniably leads to growth.



Also at 9% is cost, which is actually down 24%. Despite it being less of a concern than in 2021-22, cost remains a major focus. Supply chain shortages and the government support offered to help people through lockdowns have driven inflation, and Russia’s invasion of Ukraine has made that worse. As a result, we’re seeing the prices of products from the region shoot up, and those cost increases inevitably become the problem of business leaders.


While it’s number 10 (6%) on Gartner’s list of priority areas, sales is a 77% bigger priority in 2022-2023 than it was in 2021-22. Sales falls into a similar category to cost; with rising inflation comes an inability for customers to spend as freely as they once may have, making the landscape more competitive. Having said that, as we touched on with growth, sales aren’t necessarily being driven to the same degree due to supply chain disruptions.

Gayle Carpenter, Founder and Creative Director at Sparkloop, discusses her incredible journey and the way she has smashed– and continues to smash – gender-based barriers in business…

It seems incredible, in 2021, that female founders remain a rarity – especially when it’s been proven, time and again, that the influence of women entrepreneurs is an incredible force for good. The Treasury recently commissions Alison Rose, CEO of Natwest Group, to lead her own independent review of female entrepreneurship in the UK [LINK:] digging deep into just how influential women can be and exposing the barriers they face.

The goal of the review was to tap into the economic potential of female entrepreneurs; one of its key findings was that up to £250bn of new value would be added to this country’s economy if women started and scaled new businesses at the same rate as men. In response to Rose’s report, the government now has plans in place to increase the number of female entrepreneurs by 50% by 2030 – this is around 600,000 women.

The business case for why this is so important is crystal clear – it’s the much slower march of the way society views women that still needs an overhaul. You’ll hear people claim that sexism no longer exists in the UK because there are no specific laws that bar women from doing anything men do in business, but that’s a deeply short-sighted claim that completely discounts the pervasive nature of negative gender-based stereotypes. 

Even the highly successful Gayle Carpenter, Founder and Creative Director at Sparkloop, faced that one-dimensional mindset from her father when she was choosing what to study. While her passion lay in the arts, she initially chose a business degree, because he’d told her, “girls can do art, but if you want to get a proper job, you’ll need to do business”. Carpenter soon realised she’d made a mistake, and switched to art and design – something that didn’t stop her launching her own business 15 years ago, flying in the face of what Carpenter Senior expected.

Challenging perceptions

“The two things – arts and business – are completely united now,” she says. “My father’s viewpoint spurred me on to prove him wrong in the fact that you could be artistic and commercially creative, and make a career out of it.” Carpenter describes Sparkloop as “an ideas business”, a creative agency which specialises in branding, and all the associated channels of delivery. While the fundamentals of what Sparkloop does, as a business, haven’t changed much in a decade and a half, the way it delivers what it creates certainly has.

“The channels in which we deliver our strategy are beyond the imagination, now,” she explains. “You can’t recognise the output from 15 years ago. So, whilst staying true to our core skills and beliefs, we do make sure that we’re just one step ahead in terms of technology.” This has enabled Sparkloop to remain at the top of its game, and, unsurprisingly, the words and attitude of her father have stayed with Carpenter every step of the way, challenging her to continuously prove his perceptions wrong.

“Part of the reason there’s such a gap in female entrepreneurship is the perception of women in leading roles,” she says. “My dad, bless his soul, had a really old-school attitude towards girls in business – but have we actually moved on that much? There’s still that perception that if you were to start a family, you will be at home, potentially, or at least have to take a step back in order to do that. And that’s a real challenge for many women. Sadly, I do genuinely see that kind of ‘old boys network’ idea at play, but I think you can find or start your on network, and what I’m seeing now is a much more diverse network of people who are like-minded, rather than it being a ‘who you know, not what you know’ situation. It’s really, really nice.”

Everyday barriers

Times are indeed a-changing, but Carpenter has still been up against her fair share of barriers – the kind that remain common today. “I’ve been in a lot of male-dominated teams, and even at creative head level, there would be stereotypical response to my opinions; I was seen as ‘feisty’ as opposed to ‘assertive’, yet the ego-driven, crazy creative director who would throw hissy fits constantly was just ‘eccentric’! It’s interesting how we’re labeled, and how that’s so set within the psyche. But I am seeing it change.”

When we talk about those deep-rooted prejudices, language choice is often how they emerge. People are so used to describing powerful women as ‘difficult’ for standing their ground, and praising men for the same behaviour, that they don’t always realise how damaging that can be and how it influences their own viewpoints and actions surrounding women leaders. For Carpenter, personally, the best way around that has been to take what she’s learned and make sure others know they can come to her for guidance and advice.

Creating the change

“I would say I take much more of a mentoring role,” she says. “I like nothing more than when I started to work with, or collaborate with, clients or other people in my sector and they then almost outpace me. It’s a sign of success in terms of how they’ve grown. I never set out to do it in a structured way, but I’ve worked with a lot of clients who have just naturally asked me for advice, or 360 feedback, and that’s turned into more of a conversation and a bit of mentorship, where they’ve then gone onto do really great things with the confidence and the voice to make a difference. That’s really heart-warming for me.”

Carpenter’s team, just by chance, happens to be very diverse, including her ‘right-hand woman’ whom she brought on board as a junior and who is now a great senior creative. And Carpenter herself has been the recipient of a mentor’s sage advice, which – consciously or unconsciously – shapes the way she has worked with juniors now. 

“When I was at university, I did some experience at a small agency, headed up by a male and female team, and I later went back to work for them – it was one of the happiest places I’ve worked,” she says. “Looking back on it now, in this particular creative head, who was female and had children, I can identify the qualities I’ve noticed in woman leaders and that I would like to draw on myself – kind, but firm, and with a real tenacity. I actually didn’t realise, until now, how much of an impact that particular personal situation had on me, perhaps because it was the only time within my career where I had been working for a female head. So it enabled me to start as I meant to go on, very early.”

The future’s bright

For Carpenter, it’s important to reiterate the fact that giving women equal opportunities shouldn’t be seen as a threat to men, and opening doors for one doesn’t close any for another. It’s also vital to highlight that diversity isn’t just about men and woman – it’s a far broader conversation including gender, sexuality, race, health, and beyond. But regarding female leadership, the issue still lies within perceptions creating barriers that needn’t, and shouldn’t, be there.

“I’ve got a son, and I want to be a role model for him as much as I do for other women, to know that it’s right and fair to have this diverse attitude going forward,” Carpenter explains. “I certainly see that playing out in him, which is wonderful. He doesn’t see male and female roles in the same way that we ever would have, as kids, so that’s fantastic. Additionally, my other half works in finance, which isn’t the most diverse industry, but some of his favourite roles have been when he’s had female bosses, because he says they often have more divers teams which have been more successful.”

Things are moving in the right direction, from Carpenter’s perspective. The fact that gender is an everyday topic of conversation, now, is a step forward, and she’s seeing a general increase in the numbers of women in business. “It’s a lot more split, now, in terms of who I’m seeing as decision-makers,” she says. “There’s a real blend, and that’s really reassuring. I think you just have to have a certain mindset or ambition, regardless of gender, and if you have that sort of natural instinct it’s hard to let go of it. I’m constantly trying to stay one step ahead of myself, always challenging myself. I talk to other female – and male – leaders and use their mentorship to spur me on. 

“Just stay true to yourself, don’t be something you’re not. As a woman, you don’t have to try to be a man to be successful – be who you are and have confidence in that. Never take your eye off the ball, look after your clients, value your team, and that will pay you back in dividends. Most importantly, don’t be afraid of failure. Test, learn, challenge yourself, keep moving forward, and be prepared to make measured risks – it’s the only way you’ll grow.”

Charities in the UK are reaping the rewards from GoPoolit – the world’s first social media for good

GoPoolit, which was founded in the United Kingdom over the COVID-19 lockdown by fundraising professionals with decades of experience, provides a new income stream for charities through the thing the world engages with the most: social media. 

Instead of prompting users to post ‘asks’ and lobby for funds on behalf of charities, GoPoolit users are encouraged to show off the creativity that they do on their usual social networks.

Users will talk about their lives, celebrate their achievements, and most likely, post adorable photos of their pets. When doing so, users nominate a charity to their post and share it across all their usual social networks from the GoPoolit platform.

Instead of a ‘like’, their friends, family and followers on GoPoolit have the opportunity to pool between 1-10p to that post, and therefore, that charity.

The more viral users go, the more opportunity there is to raise hundreds of thousands in pocket-sized donations for causes close to their hearts – simply by doing what they already do.

During these uncertain times, like most industries, charities and the third sector have been feeling an immense amount of pressure. In previous years, conventional methods of fundraising have faltered. A new, innovative approach has struggled to fill that void – until now.

There is an equal demand from social media users for a new platform focused on social good. According to the Pew Research Center, almost two-thirds of Americans think that social media has a mostly negative impact on the state of their country.

With users becoming increasingly disengaged with the policies and practices of many platforms, GoPoolit is the perfect chance to hit the reset button on their digital lives and use social media for good.

On the GoPoolit website and app, users can post their usual social media content in support of charities such as World Vision, SOS Children’s Villages, Habitat for Humanity and many more.

Matt Turner, Director of Communications for GoPoolit…

“Imagine if every post you ever made on Facebook or Twitter could be monetised into micro-donations for a cause you care deeply about.

In the months and years to come, we are confident that GoPoolit will become a part of millions of people’s everyday lives – and joining today means you’ll be able to say that you were there from the start.

Sometimes, the smallest gestures can collectively have the biggest impact – so join thousands of others who believe that their social media posts can be a cause for good in the world today!”