PwC’s Global NextGen Survey 2019

Agents of change: Earning your licence to operate

In our largest survey of NextGens to date, we heard from nearly 1,000 respondents who are becoming, or aspiring to become, family business leaders. And across geographies and industries, we heard a common refrain: the majority of you see yourselves as capable, committed and ambitious agents of change for the digital world. You just want the current generation of leaders to see you that way too. You’re looking for trust, mentorship and new opportunities.

We know that when it comes to your family business, it’s never just about business. It’s about more than that. It’s personal. Whether the company bears your name or not, leading it is a privilege and a responsibility.

At PwC, we are dedicated to helping you manage ownership and growth today and legacy tomorrow. With that in mind, we took a closer look at how NextGens are working to build trust, earn the licence to operate and future-proof the family business.

Which NextGen path are you on? Take our quiz



respondents across 69 territories on 5 continents and across 11 industries.


say that having a business strategy 'fit for the digital age' requires a change in the family business.


believe you can add value to ensure business strategy is 'fit for the digital age'.


of you have been given the responsibility to lead a specific change project or initiative.

How NextGen leaders can become the agents of change in transforming their family business

How NextGen leaders can become the agents of change in transforming their family business

Explore the key findings of PwC’s Global NextGen Survey 2019.

Duration: 00:02:29

Explore the survey themes

NextGens are committed and ambitious, but you yearn for more trust and mentorship

61% of NextGens say technology is one of the three most important drivers of change

64% of NextGens feel constrained by your own level of expertise

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Quiz: Which NextGen path do you follow?

Are you a transformer, steward, intrapreneur or entrepreneur?

Two years ago, we identified four paths to success: transformers, stewards, intrapreneurs and entrepreneurs. Now, in 2019, according to our most recent survey, 46% of NextGens identified as transformers, 26% identified as stewards, 20% identified as intrapreneurs and 8% identified as entrepreneurs.

Take this short quiz to find out which NextGen path you may be on and explore recommendations and case studies tailored to you.

“Dear current leaders: We are here to work hard. We will not ruin the business. We will make mistakes, but it is the only way to learn. Give us room to try for real.”

Fourth generationBrazil

Case studies


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Peter Englisch

Peter Englisch

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