African family businesses outperform global peers – PwC report

Family businesses across Africa are outperforming their global counterparts, achieving stronger growth despite prevailing economic uncertainties. A recent PwC survey reveals that 66% of African family businesses reported single or double-digit sales growth in the past year, significantly surpassing the global average of 57%.

The PwC 2025 Africa Family Business Survey, which gathered responses from 79 family businesses in East, West, and Southern Africa, underscores the resilience of these enterprises. They have navigated economic volatility, regulatory reforms, geopolitical tensions, and evolving stakeholder expectations effectively. Esiri Agbeyi, Africa Family Business Leader at PwC Nigeria, noted that these businesses have established a solid platform for future expansion.

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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.

"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," Agbeyi stated. "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."

The survey also indicates a cautious yet optimistic outlook for the future. Fifty-three percent of respondents anticipate steady growth over the next two years, while 27% plan for faster expansion. This balanced approach reflects a strategic focus on long-term sustainability alongside seizing opportunities. Regional economic priorities vary, with West African businesses focusing on fiscal stability and infrastructure, Southern African firms addressing energy constraints, and East African businesses driving digital transformation and innovation.

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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.