How Are Family Businesses Really Perceived?
We know what it feels like to run a family business—the trust we’ve built, the values that guide us, and the behind-the-scenes pressures that few outsiders see. But here’s the real question: Do the people we hire, sell to, and serve see us the same way? That question inspired the Family Business Perception Report—a first-of-its-kind national study by MacKenzie and Next Gen Collaborative exploring how the U.S. public views family businesses. In this interactive session, we’ll share findings from over 1,300 survey responses and unpack what they mean for your brand, reputation, talent strategy, and even family dynamics.
Here’s a glimpse of what we discovered:
Trust & Authenticity: Family businesses are seen as highly trustworthy and customer-focused—but many people miss the broader community impact we deliver.
Challenges & Misconceptions: While “family conflict” gets the headlines, few question our operational strength. That’s an untold story waiting to be amplified.
Economic Impact: Family businesses fuel over half of private-sector GDP and jobs—yet our impact is still widely underestimated.
As second-generation family business owners, this research is personal. We’re not just sharing data—we’re starting a conversation about how perception shapes reality and how we can better communicate the value of family enterprises. Whether you’re navigating succession, attracting talent, or redefining your legacy, this timely webinar will leave you with fresh insights and actionable ideas.
About the Speakers: Twin sisters Katie Rucker and Jenny Dinnen are second-generation co-presidents of MacKenzie Corporation, blending people-first leadership with bold vision and strategic foresight. Together, they empower individuals and businesses to grow with purpose—whether coaching future family business leaders, serving their communities, or raising their own children to take on the world.
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