Generation Z, those born from the late 1990s to the early 2010s, are rapidly changing the future of work. Many of them hold multiple jobs or are actively creating and growing their own businesses.
New research from ZenBusiness reveals that:
– Ninety-three percent of Gen Z have explored business ownership.
– Ninety-two percent of Gen Z see the value of neurodiversity in entrepreneurship.
– Seventy-five percent want to start their own businesses.
– More than half identify as “definitely” (22%) or “somewhat” (31%) neurodiverse.
With a high awareness and rate of neurodivergence, Gen Z is uniquely positioned to become business leaders, but they need support. They are starting their entrepreneurial journeys earlier than previous generations and are encountering challenges in finding resources, gaining momentum, and executing growth strategies.
Challenges for Gen Z
As Gen Z dives into entrepreneurship, a report from iStock highlights the main business challenges they anticipate. Gen Z business owners face three key struggles more than Millennials and Baby Boomers:
– Lack of resources (budget, people, or time) – 62%
– Increasing visibility and generating quality leads – 50%
– Consistent execution of marketing activities – 46%
How Business Leaders Can Support Gen Z
Matthew O’Such, iStock’s VP of Global Digital Performance Marketing & SEO, says, “Lack of resources is the top concern across all generations. Addressing this requires creating initiatives that directly tackle this issue while strategically using resources to support broader business goals. These initiatives might vary by business type but can include outsourcing and using third-party tools.”
This could involve offering Gen Z introductory or trial versions of productivity tools, providing resources they can try out and benefit from before committing financially or time-wise.
“Visuals are crucial for effective business promotion, both online and in stores,” O’Such explains. “Business owners can use online platforms and videos for agile marketing planning and execution, allowing for better customer connections. This also saves time on producing and delivering content, helping maintain a steady flow of marketing activities—two other major concerns for generations.”
Given Gen Z’s shorter experience span, providing just-in-time resources that cover a wide range of skills from financial tools to marketing and sales strategies is crucial. Gen Z is the most diverse generation in the workforce and sees inclusion as essential. Marketers need to offer diverse content to reflect the Gen Z community, cater to different learning styles, and be mindful of neurodiversity needs.
Gen Z will shape the future workplace, with entrepreneurship playing a significant role. Embracing their diversity and providing the resources they need to start and sustain businesses will build long-term loyalty.
