Next Gen Research Research

Today & Beyond: Next Gen Challenges The Status Quo

PwC’s Global NextGen Survey 2022, the most extensive survey of the next generation of family business leaders we’ve ever conducted, reflects the extraordinary times we’re living through. The COVID-19 pandemic is testing companies around the world, and family businesses are rising to the challenge.

The survey shows how the pandemic has united the generations around a common goal: driving growth to secure the stability of the business and the family. But this is just the beginning of the story.

The business landscape is shifting rapidly, and the responsibility and challenges you face as future leaders are complex. Business as usual isn’t an option in a world characterised by economic disruption, pervasive uncertainty and climate change. You understand this, and you, in particular, see the vital link between environmental, social and governance (ESG) concerns and growth.

You also understand that family businesses can and should lead the way on ESG. To get this message across, you’ll need to win the trust of the current generation while challenging the status quo. You’ll need a new generational contract.

We know you’re ready to do this. Our survey shows your desire to learn new skills and your commitment to building trust, the hallmark of family businesses everywhere. That’s an optimistic message in challenging times.

Be the inspiration. Drive the change.

Peter Englisch
Global Family Business and EMEA
Entrepreneurial and Private Business Leader
PwC Germany


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