Cautious confidence shaping the East of England’s revenue outlook

Businesses across the East of England are showing a balanced mix of confidence and realism.

85% of the surveyed organisations in the region expect growth this year, with 43% reporting they feel “very confident” – both slightly ahead of national sentiment. However, the Barometer also highlights the underlying pressures shaping this outlook: cost inflation, the competition for skilled workers, and evolving local market dynamics.

Much of the region’s confidence is being fuelled by strong demand, cited by 49% of respondents – above the national average. Leaders are therefore focused on a key question: how can they maintain momentum while safeguarding core operations and building resilience for the longer term?

Part of the answer to this question lies with technology, and indeed the Barometer survey shows that investment in technology remains a priority, though at slightly lower levels than the national picture.

• 36% of East of England businesses are investing in technology
• 34% are prioritising AI (compared with 39% nationally in both areas)

The relatively small gap suggests prudent decision‑making rather than reluctance. Rising costs, skills shortages, sectoral focus and wider economic uncertainty continue to influence the pace of digital investment. At the same time, leaders remain alert to the risks that accompany technological advancement, with cyber threats and other operational risks widely acknowledged across the region.

Rather than signalling hesitation, these insights highlight a pragmatic approach: businesses recognise the importance of digital transformation but are taking steps to ensure the right capabilities, protections and investment conditions are in place.