The entrepreneurial spirit is thriving among the new generation entering the workforce. A recent survey by EY and JA Worldwide found that more than half of those born between 1997 and 2007 aspire to run their own businesses, and 65% of those already working share this goal.
The kinds of businesses that appeal to Gen Z — generally defined as those born from the late 1990s to the early 2010s — are becoming clearer. According to a Global Web Index report, Gen Z prefers brands that are youthful, trendy, humorous, bold, and innovative. They value brands that enhance their image, offer personalized products, build customer communities, support charities, and make customers feel appreciated.
Many businesses started by these young entrepreneurs are already thriving. Here are the types of ventures that are gaining popularity quickly.
Gaming
The Global Web Index shows that 63% of Gen Z are interested in gaming, which is 12% more than Millennials. From gaming studios to influencers to community organizers, this is a field Gen Z is expected to dominate.
Examples
In 2015, Sam Rosenthal founded The Game Band, an award-winning video game studio known for viral hits like Blaseball and Where Cards Fall. The Paris Review called Blaseball “the most entertaining and unique event on the internet,” highlighting the game’s interactive and unpredictable nature.
In 2018, Delane Parnell launched PlayVS, a platform for high school and college esports leagues that includes popular games, tracked stats, coaching tools, and support. Parnell aimed to create a structure similar to traditional high school and college sports, providing esports with the same level of support and resources.
Beauty
Over 38% of the Gen Z audience surveyed showed an interest in beauty, with many small business owners finding success by creating their own products and promoting their own brands.
Examples
Jamika Martin started Rosen Skincare to develop the next generation of acne products. As a sixth-grader, Martin couldn’t find the right mix of clean products backed by modern research with a brand she connected with, so she created her own line. Rosen Skincare now sells online and at retailers like Target.
Jasmine Butler’s Juicy by Jay line offers vegan and cruelty-free lip products and donates a lip jelly to women’s empowerment programs with every purchase.
Fine Art
As the art world becomes more accessible, Gen Z is embracing businesses that promote personality-driven, widely appealing work.
Examples
Initially launched online during the pandemic, Kyrstin Constantino now appears at farmers’ and flea markets across Los Angeles with The Klay Shop, showcasing her handmade polymer clay earrings and homeware.
Reese Cooper launched his first menswear collection in 2018 in Paris, drawing inspiration from vintage Americana and the great outdoors. Cooper’s work blends personal experience with a focus on community, education, and the environment.
Food
There are many strong Gen Z entrants in the food industry, ranging from casual spots with nostalgic appeal to bold brands introducing new products.
Examples
Three childhood friends from New Jersey opened Ggiata Deli in Los Angeles, inspired by their love of classic Italian staples and fresh local ingredients. Eater named it one of LA’s best Italian sandwich spots. After starting as a ghost kitchen during the pandemic, Ggiata moved into its own space this year with plans to expand.
Nick Guillen and Nick Ajluni founded TRUFF Sauce because they couldn’t find the flavors they wanted. They’ve grown their brand through thoughtful collaborations and targeted Gen Z marketing.
