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2Degrees 2025 Shaping Business Study

17 Jun 2025

What’s Shaping Business in 2025? Key Insights from Over 3,500 New Zealand Companies

Now in its sixth year, this national study by 2Degrees has captured the voices of more than 3,500 businesses across Aotearoa.

Here are some of the top takeaways:

Optimism is on the rise:
Business confidence is the strongest it’s been since 2021, with 65% of businesses expecting revenue growth in the next 12 months. But challenges remain, particularly rising costs, with 1 in 2 businesses planning to raise prices to manage inflationary pressure.

Innovation is gaining ground:
For the first time in the study’s history, more businesses launched new products or services than not, 52% in 2025, up from 38% in 2024. That’s accompanied by a jump in self-reported productivity, suggesting real movement in capability and efficiency.

Spending shifts toward growth:
After three years of steady caution, investment intentions are turning a corner. More businesses are backing areas like Business Development, Sales, Marketing, and Technology, especially AI, Data & Insights, and R&D.

📥 Download the full report
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