Recognition on a Budget

What Small Businesses Can Learn from PwC’s $22M People Strategy

PwC just made headlines by investing a jaw-dropping $22 million to merge employee wellbeing and recognition into one integrated strategy. If you're a growing business, it's easy to scroll past and think: "That's great for them, but what does that mean for us?"

A lot, actually.

At its core, PwC’s approach highlights something we at Thread talk about all the time: recognition isn’t a luxury, it’s a people strategy. And it doesn’t take millions to make employees feel seen and supported.

Let’s unravel what this could look like for small to mid-sized teams.

Why PwC Did It, and Why It Matters

PwC’s move stemmed from a clear trend: employees want to feel appreciated not just for outcomes, but for effort, growth, and resilience. Their integrated platform allows team members to:

• Earn recognition points for key actions or behaviors
  
  
• Redeem rewards focused on wellbeing, think therapy apps, gym memberships, or family support
  
  
• Feel valued not just as workers, but as whole people
  
  

It’s a thoughtful strategy. And while $22M is out of reach for most businesses, the philosophy behind it is priceless.

3 Ways to Thread Recognition into Your Culture, Without Breaking the Bank

1. Acknowledge the Process, Not Just the Result
   Your best people aren’t just hitting goals, they’re helping coworkers, taking initiative, and showing up on tough days. Build recognition into regular rhythms (weekly meetings, Slack channels, birthday cards) and celebrate what matters.
2. Give Rewards That Truly Support Wellbeing
   Instead of generic gift cards, offer choice-based rewards: a day off, a wellness stipend, or subscriptions to apps like Calm or Headspace. Even better? Let employees nominate their preferred perks.
3. Make It Cultural, Not Just Transactional
   Recognition should feel personal and cultural, not a checkbox or points race. Try rotating “culture shoutouts,” peer nominations, or manager-led appreciation moments that reflect your core values.

Recognition Doesn’t Have to Be Expensive, Just Intentional

At Thread, we help growing businesses build people strategies that feel just as meaningful as the ones you see at the Big Box companies. Whether you’re starting from scratch or refreshing your current approach, we’ll help you stitch together a plan that aligns with your team’s values and your business goals.

Want help tailoring your recognition strategy?
Let’s chat, we’d love to help.