Family‑owned businesses are the backbone of the global economy, and South Africa is no exception. In a world defined by volatility, disruption, and change, family businesses are often seen as more resilient than their peers.
PwC’s Family Business Survey 2026 - A Southern African perspective shows that this resilience is translating into performance. While global growth has slowed, 37% of South African family businesses reported double‑digit sales growth, outperforming the global average of 25%.
Our survey reveals what truly differentiates top performing family businesses from the rest. South African family businesses are converting five enduring strengths into growth, even under pressure:
- Purpose that is clearly articulated, lived daily, and trusted by stakeholders. Eight out of ten (83%) of our local survey respondents say they have a clear company purpose, one that can be summed up or articulated in a single, powerful sentence.
- Agility enabled by ownership structures, governance, and empowered decision‑making. Whether during tough economic times, periods of political and policy uncertainty, or the disruption caused by COVID-19, South African family businesses have proven their agility. Almost half (46%) of them describe themselves as agile or very agile, in line with the global average of 45%.
- Capital aligned to short‑term returns. Globally, three times as many survey respondents prioritise long-term objectives (even at the expense of short-term profitability) than those who put short-term considerations first. In South Africa, there is less of a long-term focus. Approximately one in four (26%) prioritise long-term objectives compared to approximately one in three (31%) globally.
- Reputation in family businesses is both an asset to protect and a lever to activate. When it comes to reputational risk, the local family business leaders that we spoke to are concerned about political, social, and labour issues. This closely mirrors what many businesses across the country are grappling with.
- Tax strategies that balance compliance, technology, and sustainability. The evolving tax environment requires family businesses to view tax not merely as a compliance obligation but as an integral part of business strategy, aligned with long-term goals and sustainability. However, only 37% of South African respondents see the value in paying their fair share of taxes as good corporate citizens.
Discover more practical insights, local data, and action‑oriented recommendations for South African family businesses.
