PwC’s 12th Global Family Business Survey – Thailand Snapshot

Today, Thai family businesses face major shifts that reshape how they operate. From AI reimaging work processes to climate change that tests the sustainability of organisations, these factors are closely linked with geopolitical uncertainty and demographic changes. So, how can family businesses handle these challenges and seize new opportunities? It’s time to act decisively and adapt swiftly.

PwC’s ‘Value in motion’ highlights how these megatrends are restructuring industries toward new sources of value. Known as ‘domains of growth’, these will form a new ecosystem in the coming decade. Amid this transformation, Thai family businesses face a pivotal choice: preserve their legacy and traditional identity or embrace innovation and agility to achieve long-term growth. Our latest findings reflect efforts to redefine vision, business objectives, investment strategies, and organisational structures to confidently transition into a new era.

PwC’s Global Family Business Survey 2025 is an international market survey of family businesses. The goal of the survey is to gain an understanding of how family business leaders perceive their companies and the business environment. The survey was conducted online in collaboration with the John L. Ward Center for Family Enterprises at Northwestern University on behalf of its Kellogg School of Management. The survey conducted 1,325 online interviews in 62 countries and territories, with 36 participants from Thailand. These insights offer a valuable perspective on how Thai family business leaders view the current landscape from multiple aspects.

Our recent survey of Thai family businesses highlights a significant challenge: 69% of leaders have felt the impact of economic volatility on their operations over the past year. And it’s not just the economy—53% are navigating shifts in consumer behaviours and expectations, while 44% are dealing with geopolitical risks like trade wars and regional instability.

Looking closer, additional challenges that are impacting their business operations include competition and market pressures (67%), cultivating strong leadership and talent (56%), and balancing short-term and long-term goals (42%).

Top three megatrends impacting Thai family businesses this past year

Q: How significantly have the following global megatrends impacted your family business in the past year?

^{Source: PwC’s Family Business Survey 2025 – Thailand Snapshot}

The impact of these major trends is evident in last year’s sales figures. Only 44% of Thai family businesses saw sales growth, a drop from 59% two years prior. Meanwhile, just 22% experienced double-digit sales growth.

To cope with these wide-ranging pressures, many Thai family businesses are shifting from high-growth strategies to ‘sustainable growth strategies’. Yet, this transition is gradual and aligns with the conservative approach typical of family businesses. Only 11% of survey respondents indicated that they’re committed to actively innovate, which includes rethinking their management strategies. Furthermore, no Thai family businesses reported embarking on a full-scale reinvention approach (compared to 3% globally), highlighting the cautious nature of Thai family businesses—a quality that serves as both a strength in crises and a limitation when new opportunities arise.

How Thai family businesses are addressing market disruptions or significant industry changes

Q: During times of market disruption or significant industry changes, how does your family business typically respond in terms of management approach?

^{Note: All figures shown in the doughnut chart are percentages.
Source: PwC’s Family Business Survey 2025 – Thailand Snapshot}

To achieve remarkable success, family businesses must push beyond limitations and traditional models, adapting across multiple areas to strengthen their structural advantages. Key elements include maintaining private ownership for swift decision-making, using a streamlined organisational structure, and empowering leaders to drive agility and decisiveness. These factors are vital for enhancing adaptability and responsiveness to market changes, helping family businesses confidently seize opportunities and tackle challenges.

Our survey found that agile Thai family businesses can respond effectively to market changes, customer demands, and operational challenges. Over the past year they tended to achieve significant commercial goals, with 44% experiencing double-digit sales growth.

Strategic agility in various aspects of Thai family businesses

^{Source: PwC’s Family Business Survey 2025 – Thailand Snapshot}

Today, AI is a key driver of growth for businesses globally. Yet, survey findings reveal a significant gap in AI adoption, showing that Thai family businesses are not fully prepared and lack deep awareness of this major trend.

PwC’s Global Family Business Survey 2025 is an international market survey of family businesses. The goal of the survey is to gain an understanding of how family business leaders perceive their companies and the business environment. The survey was conducted online in collaboration with the John L. Ward Center for Family Enterprises at Northwestern University on behalf of its Kellogg School of Management. The survey conducted 1,325 online interviews in 62 territories between 1 April and 17 June 2025.

For Thai survey respondents, businesses range from those with revenues of less than USD10m (31%) to multi-billion-dollar enterprises (6%). Businesses in the manufacturing and automotive industries account for 28% of the surveyed Thai family businesses, alongside 28% in the consumer goods sector. The remainder come from financial services, technology, healthcare, and various other industries.