---
id: "entity-pwc-family-business-survey"
type: "entity"
entityType: "other"
entitySubtype: "publication"
canonicalName: "PwC Family Business Survey"
aliases: ["PwC's Family Business Survey"]
source_title: "When Being a Family Business Becomes a Competitive Advantage"
source_url: "https://hbr.org/2026/01/when-being-a-family-business-becomes-a-competitive-advantage"
source_timestamps: ["¶4"]
tags: ["research", "data-source", "survey"]
related: ["claim-trust-gap"]
sources: ["ecosystem"]
sourceVaultSlug: "hbr-seg-ecosystem"
originDay: 11
articleStem: "hbr-foci-67-family-business-advantage"
sourceUrl: "https://hbr.org/2026/01/when-being-a-family-business-becomes-a-competitive-advantage"
sourceTitle: "When Being a Family Business Becomes a Competitive Advantage"
---
# PwC's Family Business Survey

**PwC's Family Business Survey** is a periodic global and U.S. **survey** conducted by **PwC** on family-business strategy, governance, and trust perceptions.

**Use in the source:** It quantifies the **trust gap** central to [[claim-trust-gap]] — **78%** of U.S. family businesses recognize trust as important, but **only 52%** believe their customers fully trust them (verbatim in [[quote-pwc-trust-gap]]). This gap is the wedge the [[concept-f2f-strategy|F2F strategy]] is proposed to close.

**Enrichment:** The statistics are accurately reported from the survey. (Classified here as `entityType: other` / research publication, since the fixed entity taxonomy has no "publication" value.)