The TopClass Blog

Gen Z has gusto. In an Adobe survey, 64% of them said they intend to start a business in the next three years. How will their entrepreneurial spirit affect your association and industry? 

The better you understand this aspect of Gen Z, the better positioned you’ll be to attract aspiring and real-life Gen Z entrepreneurs to your programs and membership.

Why Gen Zers want to be entrepreneurs

The Adobe survey isn’t an outlier. A ZenBusiness survey confirms that 75% of Gen Z want an entrepreneurial career and 93% have taken at least one step toward exploring entrepreneurship.

Gen Z has lost trust in the supposed stability and security of traditional employment and career paths. They’ve seen parents and older relatives deal with work stress and layoffs. They don’t want to get stuck in a soul-deadening entry-level job, assuming they can find one. Many “entry-level” jobs ask for 2.5 years of experience, which recent graduates don’t have. Making matters worse, fewer people are quitting and releasing their jobs these days. 

Like previous generations, Gen Zers want to do meaningful and stimulating work that brings growth and financial rewards. But they’re not interested in tangling with office politics and climbing the corporate ladder. They much rather build a business and make a living on their own.

Here’s the stat that really sets them apart: In the Adobe survey, 67% of Gen Z described working for someone else as their “worst nightmare.” 40% said flexible working hours are “non-negotiable.” 

They want to be in control of their schedule and have a career that offers a healthy work-life integration. The emergence of the gig economy proves that self-employment is a viable path to these goals. 

Gen Z also has this predilection because they grew up watching the lives of self-employed influencers. They’re familiar with the tools of the creator economy: social media marketing, e-commerce platforms, and online branding. They’re comfortable adapting to new tools as they emerge, such as automation and AI.

Should your association become Gen Z entrepreneur-friendly?

Does this trend even apply to your industry? Find out whether new companies and solo ventures are launching and succeeding in your industry. Are they outliers or signs of a trend that’s here to stay?

Another association might already serve entrepreneurs in your space. How well are they doing that?

You may have to address divided loyalties before exploring this idea any further. If industry employers are struggling to attract new hires, how would they feel about their association serving and supporting entrepreneurs? No matter how employers feel, some people will never take the traditional employment path, yet want to be part of your industry as an entrepreneur. Do you want them in your tent or not?

Some solopreneurs might later take their expertise and experience to an industry employer—or become an industry employer themselves.  

If they’re doing business in your market, you want to serve the needs and interests of this upcoming generation. Become indispensable to their success by providing the resources, education, and networking they need. Your association will benefit from the fresh perspectives and energy they bring to your community. 

How associations can attract and support Gen Z entrepreneurs

Education

Gen Z is all about education. Offer online entrepreneurship programs and workshops that teach them about:

• Market research
• Business plans
• Product development
• Marketing plans
• Tax, finance, and legal issues

Provide interest and strength self-assessments for free or at a discount. 

This generation is particularly interested in peer-to-peer learning programs, such as online cohort programs, solution rooms, and masterminds. Host virtual and in-person niche conferences. 

Industry insights 

Deliver news, compliance advice, and research recaps tailored for entrepreneur members. In your membership app, include the latest regulatory guidelines and other resources that entrepreneurs need to refer to while at work. 

Networking and community

Host virtual meetups where entrepreneur members can discuss hot topics and common challenges, share success stories, and pick each other’s brains. Set up networking events with potential startup funders and sponsors.

Solopreneurs don’t always know more experienced entrepreneurs who can answer their questions or provide advice. Arrange coaching or mentoring for online peer cohorts. Host Ask-Me-Anythings with guest business and technical experts.

Contribution 

Gen Z entrepreneurs want to make a difference. Provide opportunities for them to share their knowledge with other members, such as their facility with emerging technologies or socially responsible business practices. Invite them to serve on educational or membership advisory groups. Give them the chance to get their name out through speaking or writing opportunities. 

Membership

Consider designing a special membership tier for startups and entrepreneurs with scaling dues based on revenue or deeply discounted dues. Or offer a learning subscription that focuses on entrepreneurial competencies. 

Marketing your association’s entrepreneurship programs to Gen Z

In a fascinating article about Gen Z, Tracy King, CAE, CEO and Chief Learning Strategist of InspirEd, suggests you first “understand their motivations, goals, values, challenges, influencers, work/life structure, technology preferences, and preferred methods of communication and participation with [your] organization.”

Study the competition too, many of whom may be Gen Z “edupreneurs” who offer online courses and cohorts. How do you differentiate your programs? What do you offer that these new players can’t? Tracy recommends “skills-based training that addresses [Gen Z’s] needs and growth goals.”

Start with free or deeply discounted pilot programs. Get video and print testimonials for future marketing from these charter participants. 

Promote your programs through social media engagement and advertising. Share resources (tip sheets, checklists) as lead magnets—the entrepreneur provides their email in exchange for valuable, downloadable content.

Host free webinars on entrepreneurial topics. Find sponsors who wish to develop relationships with this market segment and ask them to subsidize a series of webinars for entrepreneurs. Open the chat room early and close it late so you can foster community among these members and non-members.

Keep up with changes in business and employment patterns in your industry. To become indispensable in the future, your association might have to adapt to the entrepreneurial mindset of Gen Z. Your community will benefit from Gen Z’s contributions as they benefit from the resources, education, and connections you provide.