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Deloitte's CFO Signals Survey Highlights Shift in Strategic Pricing Amid Economic Uncertainty

In a recent survey conducted by Deloitte, a staggering 96% of CFOs have acknowledged changes in their pricing strategies in just the past six months. This shift comes in light of ongoing trade policy uncertainties, competitive pressures, and numerous supply chain challenges that corporations face today.

According to the Q3 North American CFO Signals™ survey, 87% of finance leaders recognize that pricing will increasingly influence organizational performance in the upcoming year. The urgency of this matter is evident, as nearly all (96%) reported that they revised their pricing strategies within the last half-year.

The Changing Landscape of Pricing Strategies

CFOs are feeling the pinch from rising costs and are adapting their pricing strategies accordingly. Nearly 48% indicated their companies would pass on certain import duties to consumers, while 44% are prepared to absorb these costs internally. In a bid to mitigate the effects on customers while managing expenses, 54% have opted to adjust servicing levels instead.

Steve Gallucci, U.S. Leader of Deloitte's CFO Program, stated, "CFOs are leveraging pricing as a strategic tool to navigate through prevailing uncertainties. These evolving trade policies and mounting competitive pressures have established pricing as a critical measure of organizational agility and consumer trust."

Factors Influencing Pricing Decisions

Competitive forces and supply chain disruptions are pivotal in shaping pricing decisions, with 62% of CFOs citing increased competition as a significant factor, and 43% pointing to supply chain issues. Observing these challenges, many CFOs are diversifying their supplier bases geographically, with 43% indicating that expansion into new regions is their most common response. Conversely, reliance on domestic suppliers has risen, with 36% reported to have taken this step.

Barriers to Pricing Agility

Despite these shifts, there are notable internal barriers to agile pricing strategies. Over half of the CFOs highlighted technological challenges, including a lack of accessible data (55%) and inadequate pricing tools (50%). Additionally, 54% acknowledged their organizations lack a cohesive pricing strategy, which further complicates their ability to respond effectively.

Insights from the Report

Deloitte's report surveyed 200 CFOs at North American corporations with revenues exceeding $1 billion between September 3 and September 17, 2025. The findings offer a revealing glimpse into how finance leaders are reimagining their pricing strategies in response to the increased strains imposed by economic and policy pressures.

A previously released sentiment analysis noted a rather tepid outlook for the overall North American economy: only 19% of finance executives deemed the economy as "good", and merely 36% felt it prudent to adopt more risk. Nevertheless, optimism for individual company prospects surged, with 90% of CFOs expressing confidence, a sharp increase from 48% in the prior quarter. Growth forecasts also rose across all essential operational metrics, highlighting isolated resilience within individual enterprises.

As part of this release, Deloitte unveiled an interactive dashboard that allows users to dissect CFO sentiment with sector- and revenue-specific filters. This tool aids in understanding current sentiment alongside long-term trends among the finance community.

About Deloitte

Deloitte operates as a global leader in audit, consulting, tax, and advisory services for some of the world's most renowned brands. The company serves nearly 90% of the Fortune 500® and more than 8,500 private firms across the United States. With a commitment to making an impact that matters, Deloitte encompasses a robust network that spans over 150 countries and territories, driven by approximately 460,000 professionals worldwide. For further insights, visit Deloitte's website.