Why build a career at a successful company, when you can sell products on TikTok instead?
Of course, this question is made in jest… but only partially. Studies over the past few years have shown that when asked what they want to be when they grow up, over half of Gen Zers say that they want to be “influencers.” It’s easy to shake our heads and see this aspiration as completely ridiculous—but it’s a growing trend, and when it comes to generational patterns, it’s always better to approach it with curiosity, rather than judgment. So, let’s talk about it.
Why Younger Generations Are Opting for Entrepreneurship
Yes, the idea of ditching a traditional career—where you build important skills like data analysis, project management, leadership, and more—in order to make videos on your phone feels… confusing, to say the least. But consider the following: economic concerns surrounding inflation have been hitting a fever pitch, and Gen Zers have watched some of their favorite online content creators become mega-wealthy, just by “being themselves” online.
For instance, look at Emma Chamberlain, a 25-year-old who started a YouTube channel at the age of 16, who has gone on to garner over 25 million followers across YouTube and Instagram, start her own podcast, launch a coffee company, become a high fashion collaborator, and host on the Met Gala red carpet. Not only did she go from a normal teen to a multi-millionaire—she was able to leverage her online presence as a way to launch multiple businesses. So, while “become a YouTuber” may sound juvenile, it has turned into a strategy for successful influencers to jump into entrepreneurship, making products that they’re actually passionate about. Emma’s first videos may be goofy, but her career now certainly isn’t anything to laugh at. And younger generations are watching this play out with many of their favorite online personalities.
Consider also the benefits of entrepreneurship for younger workers beyond the desire for major financial success: for some, it could circumvent their need to take out student loans. Even if they know they can’t reach the financial success of someone like Emma Chamberlain, they’ve seen small businesses thrive by creating a following online—and because Gen Z is almost inherently digital, the possibility of leveraging a digital platform to make a living can often sound far easier than spending 4 years getting a college degree, only to be tied down by student loans. Pair this with the fears around job security in the age of AI, and it’s easy to see why the numbers show that Gen Z is becoming one of the most entrepreneurial generations we’ve ever seen.
Young, single 20-somethings aren’t the only ones seeing the benefit of entrepreneurship. As we’ve watched play out in the headlines recently, many companies are forcing RTO mandates, cutting back on paid leave, and generally tightening up on flexibilities that they offered as a result of the Covid-19 era. There have been many thinkpieces on the impact these changes have on working moms—but there is also a growing number of women who are bringing in money as online influencers or who are turning entrepreneurial side-hustles into bonafide careers. Ask any “momfluencer,” and she’ll tell you that juggling childcare, domestic labor, and running a business is not for the faint of heart… but it’s often more possible than a traditional 9-to-5, especially when you consider the cost of childcare.
The bottom line: whether they’re young and idealistic, or struggling to balance work and family, younger generations are seeking a feeling of control in a world with odds that feel stacked against them. And many are turning to entrepreneurship, whether online or traditional, as a response.
How To Retain Your Team in an Entrepreneurial Climate
We’re certainly not against entrepreneurship (and hey, our Founder is part of this statistic!). But, our existing organizations do important work, and they need the next generation to thrive. So, as a business leader, how can you give younger team members the benefits they seek while they’re working at your company?
Here are our recommendations:
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- Offer as much flexibility as you (realistically) can. One of the draws of entrepreneurship is control over personal schedules. If the job gets done, who cares when? Younger workers completed schooling in the era of Covid—and while that came with challenges, it also gave them freedom to learn and work on their own time. Many of them thrived with a longer leash, and it’s difficult for them to return to an environment with strict working hours. (It’s important to note here: younger workers are not the only ones desiring flexibility! See our discussion of working parents above, and read our recent blog about supporting your team in the “caregiving pinch” for more thoughts.) No matter the reason that they’re seeking more control over their schedule, find ways that you can give them that flexibility, and they’ll be far less likely to romanticize a different path.
- Make internal career ladders accessible and transparent. One of the most appealing parts of entrepreneurship—what’s making them see it as realistic—is that they’re watching the upward financial trajectory of their favorite creators and businesses in real time. Contrast this against their friends, who stay in an entry-level position for 5 years with little-to-no change in salary, and you can see why entrepreneurship looks promising. If you structure your onboarding process (and professional development) around clear and established internal growth, you offer a strong incentive for continued investment in a career at your company. And the longer you retain your employees, the more you save your own time and money.
- Tie your team’s work to a strong, communicated purpose. It has been made repeatedly clear in our own GPS data that younger workers seek meaning in the work that they do. Entrepreneurship is such an easy win for them because they get to pick their purpose—but, if you can consistently tie their work to the larger “good” that you accomplish as a team, you’ll find them to be more loyal to your company’s goals, more excited about your company’s wins, and more committed to solving your company’s problems.
- Leverage their side-hustles to bring their passions in-house. One of our favorite social media accounts to follow, Corporate Natalie, has mentioned that when she was working at a major consulting firm, her boss found out about her social media side-hustle—but instead of being frustrated with her for “working a second job,” he moved her to the marketing department to better utilize her talents. The skills that your team is building in their side hustles just might be the key to motivating them.
At the end of the day, not everyone can be an entrepreneur—and that’s a good thing! But with a growing number of Gen Zers and Millennials looking for a way to “ditch the 9-to-5,” it’s time to evaluate how we can modify the 9-to-5 in a way that meets the moment. The companies—and leaders—willing to hear them out and break down those barriers will be the ones who retain their multigenerational teams.
Did you like this week’s post? Then you might like these posts below.
Gen Z and AI: Where They Stand + Why It Might Surprise You
The 2026 Workforce Trends Playbook
The Shifting Conversation Around Burnout: A Reflection on the 2026 Winter Olympics
What’s Next?
If your team is navigating generational friction, stalled performance, or culture misalignment—it’s time to take action.
At GPS, we’re on a mission to help organizations unlock clarity, communication, and performance across every generation. And we don’t just talk about results—we deliver them in 90 days or less.
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