Global Family Business Survey 2018

The values effect

How to build a lasting competitive advantage through your values and purpose in a digital age

The release of our ninth PwC Global Family Business Survey comes at a time of extraordinary transformation. Digital technology is disrupting whole industries; sustainability is becoming central to the conduct of business; in the corporate and financial worlds, winning trust is more important than it’s ever been; and millennials represent an enduring demographic change.

After surveying nearly 3,000 family businesses across 53 territories, we were able to prove that family businesses - built around strong values and with an aspirational purpose - have a competitive advantage in disruptive times, that pay off in real terms. Therefore we believe there is an enormous opportunity for family businesses to start generating real gains from their values and purpose by adopting an active approach that turns these into their most valuable asset.


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Key findings from PwC's Global Family Business Survey 2018 [1:54 mins]

Explore the survey themes

84% expect their revenues to grow over the next 2 years, with 16% saying growth will be ‘quick’ & ‘aggressive’

75% felt having a clear set of values created a competitive advantage. But only 49% had values written down

68% of family businesses had a documented vision and purpose, or mission statement, for their company

69% expected or encouraged the next generations they hire to gain experience outside the family business

More than a third of family business leaders said they would consider private equity

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Case studies


“The message is clear: adopting an active stance towards company values generates practices that pay off in real terms. A commitment to a clearly defined set of values can act as an ‘inner compass’ for a family business as it navigates challenges of technological and competitive disruption”

Peter Englisch Global Family Business Leader, PwC Germany