Leaders Message
Filling the ‘trust gaps’ and becoming a pillar of society
Our medium-term management vision for 2030, ‘Assurance Vision 2030’, outlines the environment surrounding us in 2030 and envisions what the firm should be like in the future. In this vision, we aim to realise PwC’s purpose of ‘building trust in society and solving important problems’, and to remain a pillar of society in any era.
In formulating this vision, we exchanged views with a wide range of employees. As a result, we realised that uncertainty in society is increasing, and that various ‘trust gaps’ may emerge.
Indeed, geopolitical risks continue to rise and divisions over energy and technology use are deepening. Furthermore, society is rapidly changing due to the dramatic proliferation of generative AI and AI agents in recent years. Existing rules are not able to adequately govern these changes, resulting in areas where the necessary trust has not been established in society—trust gaps.
The first thing we need to do is to further enhance the quality of our audit work. PwC provides consistent, high-quality audits using a globally standardised audit methodology, while taking into account the business environments of each country. Furthermore, starting this fiscal year, we will launch the phased rollout of our next-generation audit platform, which has been under global development for some time.
By extending our more than 170-year legacy of accounting audit expertise beyond traditional accounting audits, we will contribute to establishing trust in a broader range of areas, including sustainability disclosure and assurance. Furthermore, we will strengthen our research and development structure for building services that provide trust, such as building a system to ensure the reliability of all data obtained from GPS, IoT and other sources in smart cities. In this way, we will continue to prepare to fill the trust gaps in future society.
The most important element in advancing these initiatives is human capital. We all value a ‘speak up’ culture that encourages everyone to speak up freely about anything, regardless of seniority. In addition, we have formulated our own code of conduct, ‘Pursuit, Respect and Progression’, through a bottom-up effort by our employees.
Going forward, we will continue to actively listen to the opinions of our stakeholders and make unremitting efforts to fill the trust gaps in society.
1 July 2026
Masataka Kubota
Chief Executive Officer
PricewaterhouseCoopers Japan LLC
