Brandwave

Deloitte vs McKinsey & Company:Which is more popular?

In September 2026, Deloitte had more branded searches than McKinsey & Company among consulting firms worldwide. Deloitte had about 1.8 million branded searches, while McKinsey & Company had 450,000. Deloitte made up 31.8% of all consulting firm searches we track, and McKinsey & Company accounted for 7.8%. When we asked ChatGPT and Google AI Overviews about consulting firms, McKinsey & Company appeared in all four answers and Deloitte in three. McKinsey & Company was mentioned before Deloitte in every answer.

Among consulting firms worldwide in September 2026

Who do people search for more?

Deloitte, about 4 searches for every 1 for McKinsey & Company

Deloitte 1.8M searchesMcKinsey & Company 450K searches

Who does AI mention more?

McKinsey & Company, mentioned in every answer we collected

McKinsey & Company in 4 of 4Deloitte in 3 of 4

Who does AI recommend more?

McKinsey & Company, named ahead of Deloitte in every answer

McKinsey & Company first in 3Deloitte never first

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Top consulting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, McKinsey & Company appeared in all four answers. Deloitte was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. McKinsey & Company was listed before Deloitte in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. McKinsey & Company1st
  2. BCG2nd
  3. Bain & Company3rd
  4. Oliver Wyman4th
  5. Deloitte5th
  6. EY-Parthenon6th
  7. Kearney7th
  8. L.E.K. Consulting8th
  9. Accenture9th
  10. PwC10th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • BCG4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • McKinsey & Company4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bain & Company4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Deloitte3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Accenture2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Oliver Wyman2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • EY-Parthenon2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • L.E.K. Consulting2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kearney2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • PwC1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about consulting firms

4 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Deloitte or McKinsey & Company more popular in search?

This chart shows how often people search Google for Deloitte and McKinsey & Company by name. Each line represents a brand's share of searches for all ten consulting firms we track, month by month, from English-language searches worldwide.

Deloitte and McKinsey & Company among consulting firms worldwide, by month

Share of searches by month for Deloitte, McKinsey & Company. The figures are in the table below the chart.

View monthly share of searches table
MonthDeloitteAccenturePwCBCGMcKinsey & CompanyBain & CompanyOliver WymanEY-ParthenonL.E.K. ConsultingKearney
Oct 202530.4%24.9%16.6%10.8%9.1%5%1.5%1%0.37%0.26%
Nov 202531.7%26%17.3%9.2%7.8%5.2%1.3%0.86%0.31%0.22%
Dec 202524.2%29.8%19.8%8.7%8.9%6.1%1.2%0.8%0.24%0.21%
Jan 202627.4%27.4%18.3%9.7%8.2%5.9%1.7%0.9%0.27%0.25%
Feb 202627.8%27.8%18.5%9.9%8.3%5%1.4%0.92%0.27%0.25%
Mar 202626.9%26.9%17.9%9.5%9.8%5.8%1.6%1.1%0.26%0.24%
Apr 202627.3%27.3%18.2%9.7%10%4.9%1.3%0.9%0.27%0.25%
May 202628.7%28.7%15.8%10.2%8.6%5.1%1.4%0.95%0.28%0.21%
Jun 202629.1%29.1%16%9%8.7%5.1%1.4%0.96%0.29%0.23%
Jul 202629.1%29.1%16%9%8.7%5.1%1.4%0.96%0.29%0.23%
Aug 202628.5%28.5%15.6%8.8%8.5%7.2%1.4%0.94%0.34%0.24%
Sep 202631.8%26%17.4%9.2%7.8%4.6%1.6%1%0.31%0.22%

How has the Deloitte and McKinsey & Company comparison changed over the last 12 months?

3 findings

How did search popularity change for consulting firms worldwide in September 2026?

2 changes

  1. In September 2026, Deloitte overtook Accenture to become the leader among consulting firms worldwide, with 31.8% of the searches.

  2. In September 2026, McKinsey & Company lost share of searches among consulting firms worldwide, from 8.5% to 7.8%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Deloitte’s and McKinsey & Company’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Deloitte

1 branded search term

  • deloitte

McKinsey & Company

1 branded search term

  • mckinsey

How the Brand Demand Index is measured

Other head-to-heads among consulting firms

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