KPMG has called on companies to embrace uncertainty as a structural element within their strategic decisions if they want to preserve their competitiveness. The current business environment, marked by geopolitical tensions, regulatory changes, technological disruptions, and episodes of economic volatility, paints a very different scenario from that of the last few decades.
According to a report from the firm, six major disruptions are redefining the competitiveness of Spanish companies: energy and cost volatility; disruptions in supply chains; regulatory and legal risk, contractual breaches, and tariffs; inflationary pressures and their impact on consumption; the emergence of artificial intelligence (AI); and the growing relevance of cybersecurity.
The president of KPMG in Spain, Juanjo Cano, has emphasized that disruption "is no longer cyclical, it is structural," so organizations must anticipate, adapt quickly, and continue making decisions that allow them to grow and strengthen their competitiveness.
According to the report, one of the main challenges is regulatory risk: 47% of Spanish entrepreneurs include regulatory changes among the major challenges for their company in the medium term.
Energy also appears as another key variable. Market volatility, cost differences between regions, and the need to ensure a secure, competitive, and sufficient supply can condition investment, growth, and industrial location decisions.
AI is also shaping up as one of the central vectors of transformation. For KPMG, true potential is reached when it is integrated into the business strategy and becomes a lever to drive productivity and innovation, transform the relationship with customers, accelerate decision-making, and generate new growth opportunities.
Cybersecurity, a key investment focus
This technological transformation also reinforces the role of cybersecurity. 39% of Spanish entrepreneurs rank it as a priority for investment, a percentage that rises to 78% in banking entities and 42% in the insurance sector.
In this context, the analysis suggests the advisability of moving from a "reactive" management of isolated events to a planning approach that incorporates different scenarios and interdependent risks.
In this framework, the ability to anticipate changes, adapt quickly, and decide in changing environments becomes a decisive competitive advantage for Spanish companies, concludes the company.