I depend on what you mean?
They actually all are, but they're gambling in different ways.
That's sort of like asking "Which of the FAANGS are breaking tech norms"
If I had to pick, McKinsey and BCG are making the most aggressive plays into Digital and Entrepreneurship with McKinsey Digital, BCG GAMMA, BCG Platinion, and BCG Digital Ventures
Many consulting firms are trying to break the silos by offering more integrated offers. Eg. Accenture with Accenture Strategy or BCG with Platinion, Gamma, Bighthouse and Digital Ventures. In strategy consulting, BCG today has the most complete offer I think.
Do you mean internal office life/rules or extenally?
I would say that all of them have realized that they need to be disruptive, particularly regarding digitalization.
Hence, for instance, you have McK Digital and Analytics, that was super small when I did my intership back in 2015, and were already huge by the time I left the company. I know afterwards, they have continued with exponential growth.
Is this what you meant by breaking industry norms?
Do you mean in terms of internal work life balance or projects content?