A recent survey by Grant Thornton Advisors LLC, reveals how Chief Financial Officers (CFOs) are actively adapting to ongoing economic instability, particularly driven by tariff-related disruptions. The Q2 2025 CFO survey, covering over 260 finance leaders, showed a 46% rise in pessimism due to tariff pressures. Yet, 46% CFOs responded with varied strategies, including supply chain adjustments, 42% high-frequency scenario planning, 39% cost-reducing technology implementations, and 35% price increases. Paul Melville, National Managing Principal of CFO Advisory at Grant Thornton, stated, “CFOs are relieved that, for example, tariffs on imports from China aren’t 145%, but they certainly can’t put their feet up and relax.”
The survey also reported that 53% of CFOs increased sales and marketing spend, reflecting a sharper focus on customer acquisition and retention. Meanwhile, views on new tax legislation remain mixed, with 42% expecting benefits and 33% anticipating negative impacts. Dana Lance, National Tax Solutions Leader, noted, “The competing pressures of a desire to create incentives for investment in U.S. business operations with the need to raise revenues will certainly be a key element of the ongoing legislative debate.” CFOs are also increasingly investing in generative AI, with 77% reporting returns of at least twice their initial investment—a sign that the technology is quickly becoming a valuable tool in strategic decision-making. As financial leaders balance evolving tax policies, growth priorities, and emerging technologies, their actions underscore a broader shift toward more adaptive, innovation-driven business models.
