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Table of Contents - Gen Z & Entrepreneurship - The Appeal of Entrepreneurship - What Does Gen Z Want in a Franchise? - Franchising’s Future Is Gen Z |
Gen Z are leading the charge for entrepreneurship.
Born between 1997 and 2012, Gen Z has now fully stepped into adulthood and the workforce, they're beginning to reshape the business landscape in more innovative ways than previous generations before them.
In 2025, the age range of Gen Zers is between 13-28. While the typical age range of franchisors is usually between 35-55, this generation has proved that it does follow the road most travelled.
Raised on a digital diet that includes smartphones, social media, and startups, the Gen Z cohort is resourceful, value-driven, and tech-first. While their age group often associated with freelance gigs, tech startups, and creator economies, Gen Z is also quietly steering toward another powerful business model: franchising.
Franchising, while generally aligned with baby boomers and legacy brands, might not seem like the obvious choice for the current influencer generation who are mindful of their 'brand', however; this sector is uniquely positioned to meet the needs of a younger generation.
With the rapid emergence of an AI economy, the way in which we work is shifting constantly, and Gen Z will play a major role in the ever-changing landscape once they become the largest working cohort in the global economy.
FUN FACT
Recent research from Heidrick and Struggles highlights that 36% of Gen Z workers consider themselves entrepreneurs. This trend indicates that this group will more than likely continue tig have ambitions to become CEO of their own companies or founder of brands as they advance their careers.
Why is Gen Z Drawn to Entrepreneurship?
Millennials were hit hard by the 2008 recession just as they graduated from university, while Gen Z, although relatively shielded by the austerity of the crash, also grew up in the shadow of constant disruption (economic, technological, and societal). They've witnessed traditional 9-to-5 jobs lose stability and have seen the rise of influencer culture, side hustles, and startups.
As a result of huge societal change over the course of the last two decades, it means this savvy generation values independence, purpose, and financial control. A huge percentage have zero interest in traditional employment routes or even having a boss.
According to a 2022 report by Shopify, over 60% of Gen Zers expressed interest in starting their own business, with many actively working on side projects or freelancing.
Entrepreneurship isn't just a dream, it's an aspirational lifestyle choice sold (and glamourised) to this generation by influencers and celebrities alike through the medium of TikTok, Instagram, YouTube and LinkedIn.
However, creating a business from scratch can be daunting and time-consuming. This is where franchising offers a satisfactory middle ground.
Franchising: Entrepreneurship With a Safety Net
Franchising can offer Gen Z what they crave most: autonomy, impact, and financial reward—but without the high risks associated with starting from zero.
A franchise provides:
- A proven business model
- An established customer base and brand identity
- Support in marketing, operations, and training
- Access to networks support and experienced mentors
For Gen Zers wary of the trial-and-error involved in solo entrepreneurship, franchising can be a smart launchpad. It allows them to learn the ropes of business ownership while still having the backing of experienced franchisors.
Moreover, many franchise systems today are more flexible and tech-enabled than ever, aligning well with Gen Z's digital fluency.
What Does Gen Z Want in a Franchise?
To attract this new generation of franchisees, brands need to understand Gen Z’s values. This isn’t just about offering a “trendy” brand; it's about aligning with their wider worldview.
1. A Purpose-Driven Business
Gen Z wants to make money, but they also want their work to have meaning and purpose. Franchises that champion sustainability, diversity, ethical sourcing are far more likely to attract Gen Z entrepreneurs.
2. Digital-First Operations
Having grown up with social media and savvy digital tools (and now AI), Gen Z expects intuitive tech, streamlined tools, and digital marketing sophistication. Franchisors that offer seamless systems, data analytics, automation, and social media strategies will have a distinct advantage.
3. Work-Life Balance and Flexibility
Flexibility is a must for Gen Z. In fact, it may be their number one priority in their careers. Since the pandemic, more workers than ever have transitioned to remote or hybrid work. While many big companies have tried to push back to 5-days a week in the office, this has forced a large proportion of the workforce to seek alternative employments that aligns with their own needs and work-life balance.
Franchises that offer remote or hybrid models such as mobile service businesses, or operations with manageable hours are especially appealing to a younger generation who don’t want to be tied into an ‘office model’ for five days a week.
4. Affordability and Accessibility
Low-costfranchises or those that offer financing, training grants, or mentoring programs are better positioned to recruit this demographic as the majority of the younger cohort will be only a few years out of university and still building their saving/financial capital.
Ireland's Franchise Future Is Gen Z
In the coming decade, franchising will increasingly reflect the values, tools, and ambitions of Gen Z. With their appetite for entrepreneurship, flair for digital innovation, and demand for meaningful work, Gen Z has the potential to transform franchising into a more agile, sustainable, and inclusive sector.
Here at Franchise Direct, we cannot wait for what the future will bring for our future investors and are looking forward to seeing the younger generation coming into their own.
If you’re in this cohort, start your journey with us at Franchise Direct Ireland. We’ve got a comprehensive list of franchise opportunities to get you on the road to success.