---
id: "quote-pwc-trust-gap"
type: "quote"
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: ["statistics", "trust"]
related: ["claim-trust-gap", "entity-pwc-family-business-survey"]
speaker: "Authors (citing PwC's Family Business Survey)"
speakers: ["Vasilis Theoharakis", "Armodios Yannidis", "Josh Baron", "Moe Khant-Thu"]
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"
---
# The Trust Gap in Family Businesses

> While **78% of U.S. family businesses recognize trust as important**, **"only 52% believe their customers fully trust them."**

**Context:** Drawn from [[entity-pwc-family-business-survey|PwC's Family Business Survey]], this is the numerical spine of [[claim-trust-gap]] — the gap between recognizing trust's value and actually converting it, which the [[concept-f2f-strategy|F2F strategy]] is proposed to close.