Gen Z leading the charge as UK’s next generation of business owners

Young adults are showing strong intent to start businesses. New polling from Small Business Saturday UK, supported by American Express, finds that more than seven in ten people aged 18 to 24 want to run their own venture, and almost a third describe it as a closely held dream.

Retail, hospitality and beauty are the most popular choices among this group. Bookshops appeal to 17% of respondents, while 15% would like to open a bakery, spa or pet care service.

Interest in business ownership tails off in older age groups, with 56% of 35 to 44 year olds and 27% of 45 to 54 year olds saying they would consider it.

American Express research earlier this year also suggests many younger people feel equipped for entrepreneurship. Strong majorities reported confidence in collaboration, innovative thinking and leadership skills.

Organisers say the findings point to an opportunity to grow the next wave of small firms. However, barriers such as access to finance, networks and role models remain, especially for underrepresented groups.

“It is extremely encouraging to see this trend of entrepreneurial ambition among young people, as they have huge potential for innovation and could power the UK’s economic growth through starting their own businesses,” said Michelle Ovens CBE, Director of Small Business Saturday UK.

This year’s campaign takes place on 6th December 2025 and encourages consumers to shop small and support the UK’s 5.45 million small businesses. Now in its thirteenth year, the initiative regularly trends on social media and has backing from senior politicians, councils and industry bodies. Billions of pounds have been spent with small businesses on the day since its launch.

What other data shows

In January, Virgin StartUp research reported that 26% of people aged 18 to 24 intend to launch a business in 2025. Across all age groups, 34% said they plan to start a business at some point, and 11% plan to launch in 2025.

The same study highlighted January as a hotspot for new ventures, with Start Up Loans recording nearly 10,000 registrations that month. Technology led the list of target sectors at 16%, with health, beauty, and wellness accounting for 11% overall and 22% among 18- to 24-year-olds.

Barriers under review

Launched in July, the independent Maple Review is examining how economic disadvantage limits routes into self-employment and company formation.

Backed by the government, it is gathering evidence through surveys and roundtables and plans to publish recommendations for policymakers and business leaders by spring 2026.

The review points out that nearly 40% of young people in the UK live in poverty, often lacking access to finance, networks and education.

Social mobility is said to be at its lowest point in half a century, making entrepreneurship an attractive potential route out of insecure work.

The review’s findings are expected to inform future policy; however, concerns have been raised that support is needed much sooner than 2026 for those already attempting to get started.

Roadshow returns in the run-up to December

As part of the build-up to Small Business Saturday, the organisers are embarking on a month-long UK tour to meet with firms and share practical support. The roadshow launches in Scotland, with stops in Lossiemouth, Aberdeenshire, and Edinburgh, before continuing across the UK in November.

• Planned visits include Belfast, Manchester, Durham, Preston, Carlisle, Derby and Grimsby.
• Further stops include Wrexham, Hereford, Newport, Plymouth, Salisbury, Cambridge and London.

Backed by BT, the tour will cover around 3,000 miles in electric vehicles and will offer free online workshops, mentoring and insight events for business owners. Previous tours have spotlighted firms ranging from adventure companies to chocolatiers, with participants reporting valuable exposure and connections as a result. The aim is to highlight the role small businesses play in community life while offering practical help to strengthen them for the future.

Find out more or get involved at Small Business Saturday UK.