A guide to the motivations of Gen Z entrepreneurs

Gen Z founders are passionate, driven and ambitious, and compared to past generations, are motivated to build their own businesses for very different reasons.


We conducted a study of 50 Gen Z founders and compared the results with 50 founders over the age of 25. The results showed a vast disparity in aims, perceptions and behaviours in their roles as founders. Our research reveals some fascinating insights into Gen Z’s passion for the environment and sustainable business; their motivations for starting and growing a business; and their approach to building businesses, including a desire to be open and transparent with their online networks and wider stakeholders about their business performance. Investors and advisors especially need to understand what drives these emerging business leaders.

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