Today’s business leaders are navigating uncharted waters. With AI transforming industries, economies shifting and social expectations rising, leadership is no longer about following a set course. It’s about having the vision and resilience to forge a new one.

Newly released by the Canadian Media Directors’ Council (CMDC) and Globe Media Group, the 2025 The Leadership Innovation Imperative captures how Canada’s top executives are redefining leadership in an era of rapid transformation. Its central message is clear: innovation isn’t just an opportunity anymore, it’s an imperative.

Drawing on a survey of more than 100 of Canada’s top media and marketing executives, the report finds that today’s most effective leaders aren’t just adapting to change – they are living it. The survey was conducted online by RKInsights in partnership with Globe Media Group and the Canadian Media Directors’ Council, with fieldwork running from January 9 to March 1, 2025.

The data shows a striking shift in leadership priorities. Innovation is now considered the most critical leadership trait, cited by 61% of respondents, a 17-point jump over 2023. The ability to anticipate shifting consumer needs closely follows (52%), while communication – the top trait last year – has fallen to third (51%). Leaders are recognizing that in an environment shaped by economic headwinds, political uncertainty and rapid technological advancement, transformation is no longer optional. It’s key to resilience and long-term success.

More than a quarter of respondents identify themselves as “realists” – leaders who remain composed and strategic even when making difficult decisions (28%). Another 25% see themselves as “accelerators,” pushing transformation across talent, technology and business models; while 22% identify as “adaptors,” nimble enough to pivot as priorities shift. Only 9% identify as “listeners,” likely reflecting a shift away from purely empathy-driven leadership toward action-oriented approaches that harness change rather than responding to it.

Today’s leaders are also embracing pragmatic optimism. Like the explorer Ernest Shackleton, who redefined success by saving his crew instead of reaching his original destination, business leaders today are adapting with clarity and purpose. They are leaning into change, not resisting it. Employee experience and corporate culture have emerged as the top areas of strength for Canadian companies – clear signs that leaders are planting seeds for long-term growth and not just short-term survival.

Economic and political uncertainty, however, remain a dominant force when it comes to decision making. Political concerns have surged to the forefront, cited by 60% of leaders – up dramatically from only 20% just a year ago. Many executives are preparing for the ripple effects of trade disruptions, currency fluctuations and shifts in consumer sentiment. Yet despite the turbulence, confidence remains steady. Most organizations plan to maintain or even grow their marketing investments.

Innovation, particularly through the lens of technology and AI, is fuelling this forward momentum. Almost every leader surveyed is using AI in some capacity, and see it as a major area for investment. AI is enabling faster, data-driven decision-making, enhancing customer experiences and streamlining operations. Yet leaders are approaching it with a blend of excitement and caution. Concerns about data privacy, ethical implications and the erosion of human creativity remain top of mind.

The report also spotlights a quiet but powerful shift in how leaders think about trust, partnerships and media investment. Ninety-nine percent of leaders surveyed see value in supporting Canadian journalism, both to ensure access to reliable information and to reinforce meaningful engagement with Canadian audiences. Leaders are placing new emphasis on deepening relationships with trusted media and evaluating their relationships with agency partners.

Ultimately, this year’s leadership report paints a vivid picture of a business community at an inflection point. The leaders who will write the next chapter are those who approach uncertainty with creativity rather than caution. They are embedding innovation into their cultures, investing in future-ready skills and staying grounded in purpose even as the ground shifts beneath them. Leadership today isn’t about certainty. It’s about agility, imagination and the willingness to lead into the unknown.

To explore the full findings and insights, read the 2025 The Leadership Innovation Imperative.