By PwC
We are pleased to share PwC’s Africa Family Business Survey 2025. Family businesses globally face a set of converging megatrends: geopolitical shifts, technological disruption, climate pressures, and economic uncertainty. In Africa, leading family businesses are responding by converting unique strengths into competitive advantage.
The survey is based on insights from 79 family businesses across Africa and is part of PwC’s global study of 1,325 family businesses in more than 60 territories. The findings show how African family businesses are adapting and building for the long term.
Leading family businesses use purpose to drive growth and lean into more centralised decision-making to decide faster. They protect their reputation as a core asset, and they deploy long-term capital with discipline. The results show in their performance.
Key findings from the survey:
-
66% reported sales growth, ahead of the 57% global average
-
53% are targeting steady growth, 27% faster expansion over two years
-
87% have a clear purpose, but fewer than half communicate it externally
-
82% prioritise reinvesting profits to support long-term resilience
