Despite uncertainty, 66% of African family businesses experience growth.

Kayode Tokede 

PWC’s survey indicates that 66 per cent of family businesses across Africa experienced robust growth and momentum despite local and global uncertainties.

The PwC Africa Family Business Survey 2025, drawing on data from 79 family businesses in East, West, and Southern Africa, found that 66 per cent of respondents recorded either single‑digit or double‑digit sales growth during the previous year, surpassing the global average of 57 per cent.

The report notes that this strong performance underscores the ongoing momentum of African family businesses, even as they confront economic volatility, regulatory changes, and shifting 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 explained.

The report also observes that across the region, family businesses are addressing unique economic priorities influenced by local conditions.

“In West Africa, reform efforts are centred on fiscal stability, regional integration and infrastructure development. In Southern Africa, businesses are navigating ongoing energy constraints while accelerating the transition towards more diversified and reliable power systems. In East Africa, leaders continue to advance digital transformation, expand trade and logistics networks, and foster innovation‑led ecosystems,” it said.

Speaking, Esiri Agbeyi, Africa Family Business Leader at PwC, said, “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.”

He added, “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.”

Family Business Leader, South Market, PwC, Herman Eksteen added, “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.”