Business Volatility
Business and technology leaders operate against a backdrop of disruption and uncertainty. Explore our data-driven insights to help you navigate volatility with confidence. Manage costs and risks strategically to gain a competitive edge.
Insights
Blog
Five Actionable Takeaways For CX Leaders In A Volatile World
Volatility has become the default setting for modern organizations: more change, less certainty, and far less time to get it “right” before the ground shifts again. Teams that anchor their work in business results, define how trust and decision-making work together, and use tools tactically are far better equipped to absorb volatility without freezing or fragmenting.
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Volatility Isn’t Temporary — Account For It In Your Leadership Playbook Going Forward
For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]
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Stop Pretending 2026 Will “Stabilize” — Continue To Build For Volatility
If marketing, CX, and digital leaders have learned anything in the past year, it’s mastering the art of finessing how to plan and execute — for growth! — under highly fluid conditions. Since we first published Forrester’s Leading Through Volatility series a year ago, consumer leaders have steered their organizations through rapid evolution across geopolitical events, technology (hello, agentic commerce and artificial general intelligence), role evolution (good to meet you, AI CMO), and consumer sentiment.
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Geopolitical Volatility Has Become A Technology Leadership Test
Geopolitical volatility is testing and redefining technology leadership, demanding sharper trade-offs, stronger resilience, and faster decisions from CIOs and CISOs. Read guidance from our new research to help navigate these challenges.
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From Volatility To Chaos: Navigating Wartime Impacts For Tech Leaders
Leading Through War-Driven Chaos The last few years have been defined by compounding uncertainty. From the COVID‑19 pandemic to the 2025 US tariff escalations, along with the ongoing war in Ukraine now entering its fourth year, enterprise leaders have had to navigate relentless geopolitical and economic pressure. These shocks forced organizations to strengthen their scenario […]
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In Times Of Supply Chain Volatility, Logistics And Fulfillment Take Center Stage
Thanks to concerns about tariffs and geopolitics, Forrester clients are expressing a keen interest in the impact of technology on fulfillment. You might have seen that we wrote about the rediscovery of route optimization and the emergence of transportation grids in earlier research. But now our clients ask: 1) Are parcel freight and less-than-truckload (LTL) […]
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Financial Services Leaders: Strategies To Navigate Through Volatility
The financial services industry learned from the COVID era that a crisis presents opportunities to deliver value to customers, as well as build trust and deepen relationships. Learn how leaders can achieve these aims.
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Volatility Now, Serenity Later?
In the past, volatility for CIOs came in waves: an economic downturn here, a security breach there, a digital transformation sprint every few years. But 2025 has been an entirely different animal – year of "too much, too fast." Find out how a panel at the upcoming Technology & Innovation Summit in Austin can help master the mayhem and adapt your technology strategy.
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Economic Volatility And GenAI Are Forcing A Rethink Of B2B Brand And Communications Budgets In 2025
In Forrester’s 2025 B2B Brand And Communications Survey, CMOs and marketing leaders revealed how economic pressures and the rapid adoption of generative AI (genAI) are reshaping expectations for brand and communications investments. The budget expectations shared by our survey respondents indicate a planned strategic rebalancing — driven by AI-enabled efficiencies and a push for leaner […]
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Security Planning 2026: Budget To Manage Volatility, Seize Opportunities, And Avoid Threats
Security and risk leaders face an uncertain road ahead in 2026. Wild market swings, geopolitical tensions, and increased cybersecurity threats mean that security and risk leaders must build resilient plans and make bold moves to turn volatility into opportunity. Learn how our Budget Planning Guide for security and risk leaders can help.
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Healthcare Organizations: Turn Volatility Into Strategic Advantage
Adaptability and agility will differentiate healthcare organizations that flourish amid volatility. Learn how in this preview of our new report, “Healthcare Leaders: How To Thrive Through Volatility.”
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The Marketer’s Guide To Volatility
Navigating Volatility Businesses are no strangers to volatility. In the past two decades, the dot-com bubble burst, the financial crisis triggered the worst recession since the Great Depression, and the COVID-19 pandemic precipitated a global shutdown. But the level of confusion during this bout of economic volatility is unlike anything CMOs and other business leaders […]