Amid Uncertainty, 66% of Family Businesses in Africa Show Growth Momentum

Family businesses across Africa are demonstrating remarkable resilience and growth, with 66% reporting strong performance despite local and global uncertainties. This figure surpasses the global average of 57%, according to the PwC's Africa Family Business Survey 2025. The report, which gathered insights from 79 family businesses in East, West, and Southern Africa, indicates that these enterprises are achieving single-digit or double-digit sales growth.

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Operating amid shifting geopolitical dynamics, technological disruption, climate pressures and economic uncertainty, these businesses are navigating change with discipline and intent.

The survey highlights the capacity of African family businesses to navigate a complex environment characterized by economic volatility, regulatory reforms, and evolving stakeholder expectations. "Operating amid shifting geopolitical dynamics, technological disruption, climate pressures and economic uncertainty, these businesses are navigating change with discipline and intent," the report stated. This suggests a strategic and focused approach to managing challenges and capitalizing on opportunities.

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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.

Economic priorities differ across the continent, reflecting distinct local conditions. In West Africa, efforts are concentrated on achieving fiscal stability, fostering regional integration, and developing infrastructure. Southern African businesses are grappling with energy constraints while actively pursuing a transition to more diversified and reliable power systems. Meanwhile, East African leaders are driving digital transformation, expanding trade and logistics networks, and cultivating innovation-driven ecosystems.

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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.

PwC's Africa Family Business Leader, Esiri Agbeyi, noted that these businesses have established a robust foundation for growth, underpinned by disciplined strategies and a clear focus on technology and AI. She emphasized the importance of scaling purpose, enhancing decision-making, and leveraging reputation and long-term capital as key drivers for future expansion. Herman Eksteen, PwC's Family Business Leader for the South Market, added that South African family businesses typically adopt a conservative, values-led approach, prioritizing long-term legacy, trust, and social responsibility over short-term gains.

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South African family businesses tend to adopt a conservative, values-led approach to managing public reputation, placing a strong emphasis on long-term legacy, trust, and social responsibility over short-term visibility or risk-taking.