Brandwave

Bain & Company vs PwC:Which is more popular?

In September 2026, PwC had more branded searches than Bain & Company among consulting firms worldwide. PwC had about 1 million branded searches, while Bain & Company had 268,000. PwC made up 17.4% of all consulting firm searches we track, and Bain & Company accounted for 4.6%. When we asked ChatGPT and Google AI Overviews about consulting firms, Bain & Company appeared in all four answers and PwC in three. Bain & Company was mentioned before PwC in two out of three answers.

Among consulting firms worldwide in September 2026

Who do people search for more?

PwC, about 4 searches for every 1 for Bain & Company

PwC 1M searchesBain & Company 268K searches

Who does AI mention more?

Bain & Company, mentioned in every answer we collected

Bain & Company in 4 of 4PwC in 3 of 4

Who does AI recommend more?

Bain & Company, named ahead of PwC in 2 of 3 answers

Bain & Company first in 2PwC first in 1

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Top consulting firms in ChatGPT and Google AI Overviews

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

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. PwC4th
  5. Oliver Wyman5th
  6. Deloitte6th
  7. EY-Parthenon7th
  8. Kearney8th
  9. L.E.K. Consulting9th
  10. Accenture10th

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
  • PwC3 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

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 Bain & Company or PwC more popular in search?

This chart shows how often people search Google for Bain & Company and PwC 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.

Bain & Company and PwC among consulting firms worldwide, by month

Share of searches by month for PwC, Bain & 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 Bain & Company and PwC comparison changed over the last 12 months?

3 findings
  • PwC was ahead of Bain & Company in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bain & Company’s share of searches among consulting firms worldwide moved from 5% to 4.6%, and its estimated monthly branded searches moved from 304K to 268K.
  • Across the 12 months ending September 2026, PwC’s share of searches among consulting firms worldwide moved from 16.6% to 17.4%, and its estimated monthly branded searches held steady at 1M.

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

2 changes

  1. In September 2026, PwC gained share of searches among consulting firms worldwide, from 15.6% to 17.4%.

  2. In September 2026, Bain & Company lost share of searches among consulting firms worldwide, from 7.2% to 4.6%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Bain & Company’s and PwC’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.

Bain & Company

3 branded search terms

  • bain
  • bain consulting
  • baincompany

PwC

1 branded search term

  • pwc

How the Brand Demand Index is measured

Other head-to-heads among consulting firms

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