America’s youngest workers want to become business owners — just not in the way their parents might envision.
The drive to turn social media posts into sustainable income is highest among the youngest generation of workers, according to new research by Adobe Inc. About 45% of Gen Z creators surveyed said they aspire to own a business and make money from content shared online, according to the company’s survey in May of more than 9,000 influencers and creators across nine countries.
Adobe defines creators as those who post social content with the aim of growing their online presence or to promote their creative work — anything from photography to music to NFTs. The influencers surveyed reported over 5,000 followers on their primary social media platform and earn money posting content.
Gen Z content creators and influencers are part of the wave of entrepreneurship that’s accompanied the labor market shakeup of the past two years. While many Americans started businesses during the pandemic lockdown out of necessity, the streak has continued, driven by a desire for flexibility and greater control over one’s financial future. A record 5.4 million new businesses were started in the US last year, according to Census data. While the monthly rate has plateaued below its 2021 peak, it’s remained far above pre-pandemic levels.
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