Transforming Tomorrow Keeping Sustainability in the Family
Feb 2, 2026
Alfredo De Massis, a professor of entrepreneurship and family business at Lancaster, Chieti-Pescara and IMD, shares his research-led perspective. He discusses why family firms may care about sustainability but lack capacity. He explores generational shifts, company size, geography, family-first versus business-first orientations, succession as a change moment, and the role of external experts.
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Willingness ≠ Ability In Family Firms
- Family firms often have high willingness for sustainability but lack the ability to implement it effectively.
- Emotional decision-making and limited formalization frequently create a gap between desire and execution.
Size Enables Structured Sustainability
- Larger family firms tend to have more resources, formalization and professional culture that aid sustainability implementation.
- Size and organizational evolution increase the likelihood of structured sustainability practices.
Generation Controls The Sustainability Lens
- The generation in control strongly shapes sustainability priorities and actions in family firms.
- Next-generation owners often prioritise responsibility and impact investing even when they avoid daily management.