Family businesses often tout culture as their competitive advantage—the values, relationships and long-term thinking that set them apart from other businesses. But maintaining a strong culture becomes more complex as these companies navigate change, preserve values and build lasting success.
Laura Pearson, Deloitte Private’s U.S. family enterprise leader, recently discussed how family businesses can foster cultures where both family and non-family employees feel valued, how to bridge generational divides and how to balance purpose with financial performance.
Earning Roles, Not Inheriting Them
One of the most critical cultural decisions family businesses face is determining how family members enter and advance within the company. Pearson notes that leading family enterprises are increasingly emphasizing merit over birthright.
“We’re finding more and more family businesses recognize the value of all of their employees earning roles rather than just inheriting them,” Pearson says. “The firms we serve typically establish clear protocols, qualifications and experiences for their family members who are aspiring to lead the business.”
Some require family members to gain external work experience before joining the business, then apply and interview like any other candidate. According to Deloitte’s research, almost three-quarters of next-generation family and business employees have experience outside the business, compared to about half of the current generation. Other organizations implement rotational programs within the business to expose new generations to key functions like finance, marketing and operations. “It can really help create more adaptable workers who are prepared to lead and innovate within the enterprise,” Pearson adds.
Managing Generational Differences
Even in close-knit families, perspectives shift across generations—and those differences can create tension if not managed thoughtfully. Pearson recommends creating an environment where family members feel comfortable expressing different views, which often requires unbiased outside help.
“External resources such as a board of directors, advisory boards and family business consultants can really allow family members to facilitate regular structured conversations around their vision, their values and their family legacy, and ultimately find points of alignment,” she explains.
This objective facilitation helps families have difficult conversations about strategy, succession and values without old family dynamics derailing productive dialogue.
Balancing Purpose and Profit
Many family businesses want to make a positive impact beyond financial returns, but some might struggle to integrate purpose into their business model without sacrificing profitability. Pearson argues it starts with treating purpose as core to the business, not a secondary pursuit.
She cites examples like donating a percentage of sales to local educational initiatives, adopting sustainable practices or committing to eco-friendly materials. Some families create philanthropic structures—foundations or public charities often led by family members—to formalize their giving.
“Whatever vehicle they choose,” Pearson says, “this shared commitment can help family enterprises find that sweet spot between their values, the community needs and their business interests.”
