Family businesses in Africa show strong growth and momentum amid uncertainty: PwC Survey
- Strong growth performance: 66% of family businesses in Africa reported sales growth, outperforming the global average of 57%
- Disciplined growth outlook: 53% are targeting steady growth, while 27% are pursuing faster expansion over the next two years
- Purpose-action gap: 87% have a clear purpose, but fewer than half communicate it externally, limiting potential impact
- Reinvestment-led strategy: 82% prioritise reinvesting profits, supporting long-term resilience and controlled expansion
Lagos, 23 June 2026 – In an increasingly complex global environment shaped by converging megatrends, family businesses in Africa are demonstrating resilience, adaptability and sustained growth. Operating amid shifting geopolitical dynamics, technological disruption, climate pressures and economic uncertainty, these businesses are navigating change with discipline and intent.
PwC’s Africa Family Business Survey 2025, based on insights from 79 family businesses across East, West and Southern Africa, reveals that 66% of respondents reported single-digit or double-digit sales growth over the past year, outperforming the global average of 57%. This strong performance highlights the continued momentum of family businesses in Africa, even as they face economic volatility, regulatory reform and evolving stakeholder expectations.
Steady growth across the region
Across the region, family businesses are responding to distinct economic priorities shaped by local conditions. In West Africa, reform efforts are centred on fiscal stability, regional integration and infrastructure development. In Southern Africa, businesses are navigating ongoing energy constraints while accelerating the transition towards more diversified and reliable power systems. In East Africa, leaders continue to advance digital transformation, expand trade and logistics networks, and foster innovation-led ecosystems.
While growth remains strong, the outlook reflects a measured and deliberate approach. More than half of respondents (53%) aim to grow steadily over the next two years, while 27% are targeting faster expansion. This reflects a disciplined strategy that balances opportunity with long-term sustainability and resilience.
“Family businesses in Africa have built a strong foundation for growth. Disciplined strategies and a clear focus on technology and AI show that the fundamentals are in place. The next step is to build on these strengths by scaling purpose, improving decision-making, and activating reputation and long-term capital as drivers of growth.”
What high performers are doing differently
The survey highlights five priority areas that are shaping the trajectory of high-performing family businesses. A clearly defined purpose remains central, with 87% of businesses indicating that they have one, yet fewer than half communicate this externally. This points to a significant opportunity to strengthen transparency, build trust and reinforce competitive positioning.
Agility continues to emerge as a critical differentiator. Across the continent, 52% of businesses describe themselves as agile or very agile, exceeding the global average. This agility is reflected in their ability to innovate, adapt operations and respond quickly to changing market conditions. In East Africa, this is increasingly enabled through digital adoption, while in Southern Africa governance models are evolving to support more responsive decision-making structures.
Family businesses are also continuing to deploy long-term capital with discipline. The majority prioritise reinvesting profits, cited by 82% of respondents, reflecting a focus on resilience and control rather than rapid expansion. This approach underpins steady growth and allows for selective diversification into new markets and sectors across the continent.
Reputation remains a key asset, with 91% of respondents identifying it as critical to long-term success. At the same time, nearly a third indicate that their reputation feels vulnerable in the current environment, highlighting the need for stronger communication and stakeholder engagement.
“South African family businesses tend to adopt a conservative, values-led approach to managing public reputation, placing a strong emphasis on long-term legacy, trust, and social responsibility over short-term visibility or risk-taking. Their engagement with the public is deliberate and relationship-driven, closely aligned with preserving the integrity of the family name.”
Tax is also emerging as a more strategic business consideration. With 58% of respondents citing tax challenges, well above the global average, family businesses are navigating increasingly complex and evolving tax environments across key markets such as Nigeria, South Africa and Kenya. This is elevating tax beyond compliance into a central component of long-term strategy and decision-making.
Technology and innovation underpin many of these strategic shifts. More than half of respondents are prioritising technological advancement and artificial intelligence, recognising their importance in improving efficiency, enhancing competitiveness and unlocking new opportunities.
“With the rapid advancement of AI and digital technologies, many family businesses, particularly in East Africa, are rethinking their growth strategies, leveraging innovation to enhance service delivery, improve operational efficiency and build more resilient, competitive business models for the long term.”
Resilience amid ongoing challenges
Investment patterns further reinforce a long-term perspective. A significant majority of businesses are focused on expanding their core operations, while many are also pursuing market diversification, alongside growing investment in talent and digital capability. Sustainability is becoming an increasingly important lens for decision-making, with more than 90% of respondents expecting it to play a key role in financial performance and long-term resilience over the next five years.
Despite this momentum, the operating environment remains challenging. Two thirds of businesses report that inflation and supply chain disruption have had a significant impact over the past year, while broader pressures, including geopolitical risk, changing consumer expectations and climate considerations, continue to influence strategic decisions.
“Rising tax complexity and external uncertainty are reshaping the business landscape, but the continued growth of many family businesses in Africa shows that resilience, discipline and long-term thinking remain powerful advantages.”
“Family businesses have always been defined by their long-term view. Today, that must be matched with agility. A clear purpose sets the direction, but the ability to adapt quickly will determine who continues to create value in an increasingly complex environment.”
As the business landscape continues to evolve, family businesses in Africa that successfully integrate purpose, agility, long-term capital, reputation and strategic tax management will be best positioned to sustain growth, strengthen their legacy and remain competitive across generations.
Explore the full report here
PwC Africa Family Business Survey 2025
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