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Annual report 2017: Our culture and values

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Our culture and values

Our values underpin our work and help us successfully implement our strategy. Five core cultural values guide our culture to encourage integrity and cooperation to empower others and make a difference.

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Our purpose - to build trust in society and solve important problems - reflects ‘why’ we do what we do. Our strategy provides us with ‘what’ we do. But ‘how’ we deliver our purpose and strategy is what differentiates us and sets us apart and that is driven by our culture, values and behaviours.

To successfully deliver on our strategy, we need to have the right culture. How we interact with each other, our clients and our stakeholders drives our culture.

We already have a strong culture, but it needs to evolve to ensure our firm is fit for the future and a place where our people can ‘be the best they can be’.

The global values, developed with insights from people across our global network, were launched this year and align well with our desired culture in the UK. We have been embedding these values, underpinned by empowerment, as our key cultural themes throughout the year.

This culture is being embedded across our business from leadership role modelling and communications through to policies and processes. The behaviours which underpin this culture are also being embedded into the development, appraisal and reward processes.

We want to empower our people to be the best they can be and to focus on  building client relationships, making connections and using their judgement to deliver exceptional client service.

Our culture values and behaviours

Choose one of our values to learn more about how they create the culture we’re looking for and what are the expected behaviours of our people

Act with integrity

Quality is at the heart of everything we do and our people are proud to work for us. We will build trust in society and react quickly and effectively to new risks and threats within our markets. Our firm will be sustainable and invest for the future.

Expected behaviours:

  • Take responsibility for our actions
  • Make decisions as if our own reputation were at stake
  • Treat people fairly and value the whole person
  • Call out bad behaviour

Make a difference

Clients are at the centre of all our propositions and services and they seek out our future-focused market insights.

We will strive to be recognised for our contribution to building a cohesive society and regulators and governing bodies will see us as leading the way for our sector.

Expected behaviours:

  • Be curious about the world around us
  • Challenge ourselves to ensure our actions have an impact
  • Think and act ‘client first’
  • Take time to consider how we can bring our purpose to life - and act on it


We will focus on our people engagement and enhancing our people experience. We want to attract and retain the best talent and ensure our people receive world-leading development opportunities. We will also drive the mental health agenda across the firm.

Expected behaviours:

  • Support and encourage each other to be the best we can be
  • Celebrate each others’ successes and failures
  • Create opportunities for others to succeed
  • Take the time to get to know the person behind the role
  • Teach, don’t tell!

Work together

Silos will no longer exist and our collective talent and experience will enhance the value we deliver to clients. Our teams will be diverse and client driven, using the best people for the job irrespective of which area of the business they align to. We’ll share ideas, learnings and networks and we will be agile in how, when and where we work together.

Expected behaviours:

  • Build teams that focus on meeting clients' needs and reflect the diversity and experience of our people
  • Work with people we don’t already know
  • Share knowledge, insights and networks. Ask for feedback.
  • Be agile and flexible in our approach to work and career

Reimagine the possible

Our client propositions will be technology enabled and innovative. We will embrace new technology within our firm to deliver business benefits.

Our operating model and ways of working will be transformed and agile. We will continually disrupt ourselves and learn from our failures as well as our successes.

Expected behaviours:

  • Challenge the status quo and embrace change
  • Learn from our failures to create something even better
  • Bring our whole selves to work
  • Be a role model in championing change
Click here to explore how what we do brings our strategy to life
Our new strategy filter shows how our strategy has come to life in FY17.
The five key components of our strategy are: delivering exceptional client value; sustainable, profitable growth; empowering our people; technology enabled; leading by example.
This section explores each component individually to highlight the impact our client work has had in creating trust and respect in society to solve important problems.
Click an element of our strategy to see our client stories and reports from FY17 in detail.

Contact us

Annual Report enquiries

Corporate Affairs, PwC United Kingdom

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