PwC’s 11th Global Family Business Survey

Transform to build trust

PwC’s 11th Global Family Business Survey—which includes a series of deep-dive articles and webcasts—explains how family businesses need to adopt new priorities to secure their legacy.

The articles in the series take stock of how the notion of building trust in business is changing—fundamentally and rapidly. For many stakeholders—including customers, employees and family members—issues like environmental, social and governance (ESG) and diversity, equity and inclusion (DEI) have become litmus tests for trustworthiness. Due to powerful demographic shifts, most of today’s customers and employees hail from generations—millennials and gen Z—whose values differ from those of gen X and baby boomers. Our findings reveal that family businesses, which for years have relied on a trust premium, built up over generations, have been slow to get the message.

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11th PwC Family business survey video

Released in a series of articles and deep dives, explains how family businesses need to adopt new priorities to secure their legacy.

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“The results of our survey reveal a disconnect between traditional views about trust and their impact on how family businesses operate today. They also highlight where and how family businesses will need to transform to ensure their legacy.”

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Peter Englisch

Global Family Business and EMEA Entrepreneurial and Private Business Leader, Partner, PwC Germany

Francesca Ambrosini

Family Business Client Programs, PwC United Kingdom

Cydnee Griffin

NextGen and Family Business Program Manager, PwC United States

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