Each of the Big 4 consulting firms target the same industries in their thought leadership. Financial services, primary industries (e.g., oil and gas, energy) and other services industries account for over 60% of the industry-specific publications for EY, Deloitte, PwC and KPMG. EY led the way with over 3/4 of its industry-specific publications targeted at those three industry sectors.
There are some significant differences in other the other targeted industries. KPMG devoted 14% of its industry-specific publications to family businesses, while none of its competitors devoted more than 3%. Healthcare accounted for 12% of KPMG’s industry-specific publications, compared to 5-8% for the others. Ten percent of Deloitte’s industry-specific publications were aimed at manufacturers, which was double the percentage at the other Big 4.
Whitespace compiles this data and related data for the Big 4, McKinsey, BCG, Bain and other top consulting firms. Here is 100% stacked bar chart that presents the Whitespace data:
The 100% stacked bar chart allows us to compare the proportion of publications targeted at each industry from each consulting firm. I added the segment link lines to make the comparisons among the firms easier. I also ordered the firms by the proportion of publications each had in the largest industry (i.e., financial services).
I experimented with other segment coloring options to, for example, highlight KPMG’s focus on family business and healthcare. I did not to this, because I decided to focus on the largest industries for publications and not the ones with the most variance among the firms. I also considered adding a data row to show the number of non-industry specific publications that each firm had, but decided that this was also tangential to the message of the chart. You might consider either of these options depending on the message that you want to convey.
Visit the Whitespace website to access the data and do your own analyses. If you want to download and manipulate the chart, here it is in SlideShare: