Perceptions of Business Ownership (2025)
83% Believe business ownership is a viable career path
Just over four in five Americans (83%) think owning a business is a viable alternative to a traditional career.
Millennials (age 29-44) (87%), Gen X (age 45-60) (85%) and Boomers (age 61-79) (84%) are more likely to feel this way than Gen Z (age 18-28) (72%).
70% Say ownership offers more opportunity & stability
Seven in ten Americans (70%) believe owning a business provides more opportunities (e.g., career stability, financial growth) than traditional jobs in today's economy.
Gen Z (73%), Millennials (79%) and Gen X (71%) are more likely to see this opportunity than Boomers (60%).
66% Believe it offers more job security
About two thirds of Americans (66%) think that business ownership offers more job security than working for someone else.
80% Feel it provides more career control
Four in five employees (80%) say that starting or owning a business would give them more control over their career than a traditional job.
Millennial employees (86%) are most likely to hold this belief compared to Gen Z (71%), Gen X (80%) and Boomer (77%) employees.
- Just over four in five Americans (83%) think owning a business is a viable alternative to a traditional career.
- Millennials (age 29-44) (87%), Gen X (age 45-60) (85%) and Boomers (age 61-79) (84%) are more likely to feel this way than Gen Z (age 18-28) (72%).
- Seven in ten Americans (70%) believe owning a business provides more opportunities (e.g., career stability, financial growth) than traditional jobs in today's economy.
- Gen Z (73%), Millennials (79%) and Gen X (71%) are more likely to see this opportunity than Boomers (60%).
- About two thirds of Americans (66%) think that business ownership offers more job security than working for someone else.
- Four in five employees (80%) say that starting or owning a business would give them more control over their career than a traditional job.
- Millennial employees (86%) are most likely to hold this belief compared to Gen Z (71%), Gen X (80%) and Boomer (77%) employees.
- Two thirds of Americans (67%) would have/would be willing to forgo a big wedding to use those funds to start their own business.
Entrepreneurship: Business Ownership as a Path to Career Stability and Financial Growth.
There is a strong belief among Americans in the merits of business ownership compared to traditional careers. A majority of Americans view owning a business as a viable alternative to conventional career paths, and seven in ten regard business ownership as a source of greater opportunities, such as career stability and financial growth. Younger generations are more likely than Boomers to view business ownership as a source of greater opportunities. Two-thirds of Americans perceive business ownership as offering more job security, making it a good option for the workforce. This is further supported by the 4 in 5 employed adults who believe business ownership would give them more control over their career, a sentiment felt especially by employed Millennials.
Two thirds of Americans (67%) would have/would be willing to forgo a big wedding to use those funds to start their own business.
Americans see business ownership as a stronger opportunity than traditional jobs
70% of Americans believe business ownership offers greater opportunities—like career stability and financial growth—than traditional jobs in today’s economy, with younger generations even more optimistic.
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MillennialsAges 29–44 · Most optimistic cohort79%
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Gen ZAges 18–28 · Strongly optimistic73%
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Gen XAges 45–60 · Solid majority71%
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Baby BoomersAges 61–79 · Still majority, but less intense60%
Ageism: Impact on Employment Choices and Entrepreneurial Ambition.
There is a strong belief among Americans in the merits of business ownership compared to traditional careers. A majority of Americans view owning a business as a viable alternative to conventional career paths, and seven in ten regard business ownership as a source of greater opportunities, such as career stability and financial growth. Younger generations are more likely than Boomers to view business ownership as a source of greater opportunities. Two-thirds of Americans perceive business ownership as offering more job security, making it a good option for the workforce. This is further supported by the 4 in 5 employed adults who believe business ownership would give them more control over their career, a sentiment felt especially by employed Millennials.
- Nearly half of employees (49%) say that ageism in the workplace keeps them in an unsatisfying job (i.e., I'm afraid to look for a new job because of my age).
- Two in five employees (40%) say that if they lost their job because of ageism, they would rather look for another one than start their own business.
- Two-thirds of employees (66%) prefer traditional employment (i.e., working for someone else) to owning a business.
- Business ownership is seen as the best way to protect against ageism in the workplace by over two-thirds of Americans (69%).
- Millennials (76%) are more likely to believe this than Gen Z (67%), Gen X (69%) and Boomers (63%).
- Nearly four in five employees (79%) say that owning their own business would give them a way to leverage their experience and skills when the corporate world no longer values them.
- Millennials (83%) and Gen X (81%) are more likely to feel this way than Boomers (70%) .
Ageism and Employment Choices
Percentage who say business ownership is the best protection against ageism.
Business Ownership: Strategy Against AI-Related Job Displacement.
More than three in five Americans —most notably members of Gen Z, Millennials, and Gen X— see business ownership as a protective strategy against AI-related job displacement and that owning a business is the key to surviving in an AI-dominated society. However, most employees would prefer seeking re-employment rather than venturing into business ownership should AI make their current roles obsolete, and four in five say it enables individuals to capitalize on their professional experience and skills when they seemingly lose their corporate appeal.
- Just over 3 in 5 Americans (61%) believe that owning a business is the best way to protect against AI making your career obsolete.
- Gen Z (65%), Millennials (68%) and Gen X (63%) are more likely to say this than Boomers (51%).
- Gen Z (68%), Millennials (71%) and Gen X (60%) are more likely than Boomers (46%) to agree that business ownership is the key to thriving in an AI-driven world
- If they lost their job because AI made their role obsolete, about 3 in 5 employees (61%) would rather look for another one than start their own business.
Owning a business protects against AI obsolescence (61% Agree) Agreement by generation: business protects against AI
Owning a business is key to thriving in an AI world (61% agree) Agreement by generation: business key to thriving
If job lost to AI: 61% prefer finding a new job
Business ownership as the key to thriving in an AI-driven world
61% of Americans say business ownership is the key to thriving in an AI-driven world, with even stronger agreement among younger generations.
Believe business ownership is the best way to thrive amid AI-related disruption.
Young workers are especially likely to see ownership as their path to stability in an AI era.
The most confident group: over seven in ten say business ownership is the key to thriving with AI.
Gen X closely mirrors the national average in seeing ownership as protection in an AI-driven world.
Business Ownership Insights – Infographic Summary
Business Ownership
About one in three Americans (34%) have owned or currently own a business. Gen Z (44%) and Millennials (41%) are more likely to be business owners than Gen X or Boomers (both 27%).
Confidence Boost from Business Ownership
Two in five (41%) say that starting their own business improved their confidence, with Gen X business owners being the most likely (54%) to feel this way.
Toxic Work Environment as a Motivation
Nearly a third (32%) of business owners say a toxic work environment motivated them to start their own business, with higher rates among younger generations (44% of Gen Z).
Business as Supplemental Income
A third (33%) say their business was or is a source of supplemental income, most prominent among Boomers (54%).
Impacts of Business Ownership: Confidence Boost and Solution to Toxic Workplace
About 1 in 3 Americans say they own or have owned their own business. Among those who have, two in five believe that starting their own business improved their confidence, Gen X business owners are most likely to feel this way. A toxic work environment was the motivation for business ownership for nearly a third of those who have owned a business. This is particularly true among younger generations, suggesting that this may be an emerging motive for entrepreneurial efforts. While business ownership can be an alternative to a traditional career, a third of those who have owned a business say it is/was a supplementary source of income, most prominent amongst Baby Boomers.
- 34% of Americans have ever owned a business
- Gen Z (44%) and Millennials (41%) are more likely to be business owners than Gen X or Boomers (both 27%),.
- Two in five business owners (ever owned a business) (41%) say that starting their own business gave them more confidence.
- Over half of Gen X business owners (54%) experienced this compared to 33% of Gen Z,
- 40% of Millennials and 39% of Boomers.
- Nearly a third of business owners (32%) say a toxic work environment motivated them to start their own business.
- Gen Z (44%), Millennial (33%) and Gen X (39%) business owners are more likely to have become business owners because of toxic work environments than Boomer business owners (14%).
- A third of business owners (33%) say that their business was/is a source of supplemental income.
- Nearly half of Boomers who have owned a business (54%) use/used it as supplemental income, compared to 23% of Gen Z, 31% of Millennials and 33% of Gen X.
Parental views: Three in four parents (75%) value an entrepreneurial mindset for their child, regardless of career path.
Parents & Business Ownership Support
Most parents see helping fund a child’s business as a powerful long-term investment, with Millennials and Gen X most likely to prioritize it over traditional milestones like weddings or a first home.
More than four in five parents say funding a child’s business is a good investment in their long-term financial security.
Six in ten Gen Z parents say supporting a child’s business is more important than milestones like a wedding or home.
Nearly eight in ten Millennials strongly favor funding a child’s business over other financial support goals.
Gen X parents closely follow Millennials in seeing business funding as a top priority for their children.
Like Gen Z, six in ten Boomer parents prioritize business support, but with less intensity than Millennials and Gen X.
Parental Attitudes: Value of Business Ownership and Entrepreneurial Spirit
Nearly half of parents (including those with adult children) express concern over their child(ren)'s ability to achieve career stability, as well as ability to achieve financial independence and home ownership. The importance of an entrepreneurial mindset is recognized by 3 in 4 parents, with Millennial and Gen X parents showing a greater inclination. However, a third of parents are worried about their child’s ability to start their own business.
Most parents say they would willingly invest in their child's business to help them succeed if it was financially feasible, and over 4 in 5 parents believe that such financial backing would contribute positively to their child's long-term financial security. Despite this, more than half of parents say they are not in a position, or don’t believe they will be, to financially help their children with any dreams of business ownership. Nearly 3 in 4 parents believe supporting their child’s business ventures is a smarter investment than paying for a college education in the age of artificial intelligence (64%), this is particularly true for Millennial parents who are perhaps more likely to have children facing post-high school decisions.
Regarding other financial priorities, more than two-thirds of parents also see supporting their child(ren)'s business aspirations as more important than other contributions such as funding a wedding or home.
- Nearly half of parents are worried about their children’s ability to achieve career stability (48%), to achieve financial independence (48%) and buy a home (47%).
- One third of parents (36%) are worried about their children’s ability to start their own business.
- For three-quarters of parents (75%), it is important that their child(ren) develop an entrepreneurial mindset, regardless of their career path.
- Millennial (82%) and Gen X (84%) parents are more likely to feel this way than Gen Z (72%) and Boomer (61%) parents.
- 86% of parents would be willing to invest in child(ren)'s business to help them succeed if they were able to do so.
- Millennial (88%), Gen X (91%) and Boomer (84%) parents are more likely to say so than Gen Z parents (75%).
- About half of parents (53%) are not/will not be in a financial position to help their child(ren) accomplish their dreams of owning a business.
- Over four in five parents (83%) believe that financially supporting their child starting their own business would be a good investment in their long-term financial security.
- Millennial (85%) and Gen X (87%) parents are significantly more likely to say this than Gen Z (76%) and Boomer (77%) parents
- Nearly two-thirds of parents (64%) believe that financially helping their children with business ownership is a smarter investment than paying for a costly college education in the age of A.I.
- Millennial parents (77%) are significantly more likely to believe this than Gen Z (66%), Gen X (65%) and Boomer (47%) parents.
- Over two-thirds of parents (69%) believe that financially supporting their child(ren)'s aspirations to own a business is more important than helping them fund other things (e.g., wedding, home).
- Millennial (78%) and Gen X (73%) parents are significantly more likely to say this than Gen Z or Boomer parents (60% each)
Method: This survey was conducted online within the United States by The Harris Poll on behalf of The Entrepreneur's Source from October 8-10, 2025 among 2,087 adults ages 18 and older, among whom 1,313 are parents. Data were weighted where necessary by age, gender, race/ethnicity, region, education, marital status, household size, household income, and political party affiliation, to bring them in line with their actual proportions in the population. Respondents are selected among those who have agreed to participate in our surveys. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. The sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest. All sample surveys and polls, whether or not they use probability sampling, are subject to other multiple sources of error which are most often not possible to quantify or estimate, including, but not limited to coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and ad
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