Data Snapshot

The Cost Of Caution: European B2B Attitudes Toward Risk

Individual Countries Show Stark Contrasts On Risk Tolerance

September 9th, 2024
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Matthew Selheimer , Paul Ferron , Ian Bruce , Julia Swerdlow , Hannah Jachim , Rachel Birrell

European B2B buyers have a risk-averse culture; they prefer choices perceived to be safe, which risks stifling innovation. Their cautious approach often leads to risk-averse behavior, signaling a deep-rooted fear of failure that overshadows the potential for growth in some countries. Forrester’s Business Trust Survey, 2023, shows that European respondents align on the importance of learning from mistakes. But respondents in France and the UK are notably more conservative than their peers in Italy and Spain, where a slightly more risk-tolerant culture encourages experimentation and, potentially, innovation. Germany is in the middle; it doesn’t encourage risk taking but makes it safe to do so.

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