Gen-Z finds more happiness in entrepreneurship than traditional work – Survey

A new survey has shown that many members of Gen-Z in the United States are finding more satisfaction in running small businesses than working in traditional jobs, with young entrepreneurs reporting higher levels of happiness, optimism and purpose.

The findings came from VistaPrint’s 2026 Small Business Happiness Report, which surveyed 610 small-business owners across the country. According to the report, 84 per cent of respondents described themselves as happy or very pleased with their work and personal lives. Among Gen-Z entrepreneurs, that figure rose to 94 per cent.

The report points to a growing shift among young people who are choosing entrepreneurship over corporate employment. Many respondents said owning a business gave them more freedom over their schedules, decisions and workplace culture.

More than half of the Gen-Z business owners surveyed said they were “much happier” now than in previous years. Many linked that change to the ability to shape their own careers instead of following fixed workplace structures.

The survey also found that younger entrepreneurs preferred “creative control over corporate ladders” when deciding to launch businesses. That preference reflects a wider trend among Gen-Z workers, many of whom have questioned traditional office systems, fixed working hours and management styles.

While Gen-Z recorded the highest level of happiness, older generations of entrepreneurs also reported strong levels of satisfaction. About 85 per cent of Baby Boomers described themselves as happy, followed by 84 per cent of Gen-X business owners and 81 per cent of Millennials.

The report further showed that business owners became more satisfied as their companies developed. Happiness levels rose from 74 per cent during the first three years of operation to 91 per cent between the third and fifth years of running a business.

Business growth also appeared to influence how entrepreneurs felt about their work. Owners with between 50 and 100 employees recorded the highest satisfaction level at 92 per cent.

Another key factor highlighted in the survey was the use of artificial intelligence tools. Many Gen-Z founders were among the strongest users of AI in small businesses.

According to the report, 74 per cent of respondents said they used AI tools every month, while 54 per cent said they used them daily or weekly. Business owners reported using the technology for writing, marketing, communication, analysis and problem-solving.

Many entrepreneurs said AI had reduced pressure and improved efficiency in their businesses. About 58 per cent of respondents said they had become much happier or somewhat happier since adopting AI tools.

The survey also found that 70 per cent of business owners believed they would be able to grow or expand their businesses within the next year. Half of those surveyed said changes in technology and workplace systems had left them “prepared to weather an economic downturn”.

Dave DeSandre, VistaPrint senior vice president, said the findings showed that happiness plays an important role in business success.

“What this research makes clear is that happiness isn’t just a byproduct of success for entrepreneurs; it’s a driver of it,” he said.

He added that small businesses were adopting new tools and workplace systems that allowed owners to focus on growth, staff and long-term plans.

The report suggests that for many Gen-Z entrepreneurs, running a business is not only about income. It is also about independence, flexibility and building a working environment that reflects their values and goals.