Hubspot Insights: How Gen Z is Redefining Entrepreneurship

Hubspot research on Gen Z entrepreneurship reveals how a new generation of founders is reshaping business, money, and success. By understanding their motivations, challenges, and digital habits, you can adapt your sales, marketing, and product strategies to connect more effectively with this emerging group of decision-makers.

What Hubspot Research Shows About Gen Z Entrepreneurs

The Hubspot report on Gen Z entrepreneurship centers on young adults aged 18 to 27 who either run a business or plan to start one. The data highlights why they launch companies, what they struggle with, and how they learn critical skills.

Key themes from the Hubspot study include:

• Gen Z turns to entrepreneurship for flexibility and independence, not only income.
• They are highly digital, but still value mentorship and real-world examples.
• They face significant financial and knowledge gaps when starting out.

These insights are crucial for anyone selling to or supporting young founders, especially B2B SaaS, financial services, education, and coaching brands.

Why Gen Z is Drawn to Entrepreneurship, According to Hubspot

The Hubspot analysis shows that Gen Z is motivated by more than traditional career goals. Entrepreneurship is a path to control their time, values, and creative output.

Core Motivations Highlighted in the Hubspot Study

Across the research, several motivations consistently appeared:

• Flexibility and autonomy: Many respondents want to set their own schedules and choose projects aligned with their interests.
• Owning their earning potential: Rather than relying on corporate ladders, they look to entrepreneurship to shape their income.
• Impact and creativity: Gen Z founders tend to care about social impact, originality, and building something that reflects their identity.

When you position your products or services to this audience, emphasize freedom, customization, and mission alignment alongside financial outcomes.

Hubspot Findings on Career vs. Business Paths

The Hubspot report notes that many Gen Z professionals explore entrepreneurship in parallel with traditional jobs. Side hustles, freelancing, and micro-businesses are common entry points. This hybrid approach lets them test ideas and build skills without fully leaving the security of employment.

For sales and marketing teams, this means your ideal Gen Z customer may be both an employee and a founder. Tailor messaging to acknowledge their dual identity and the time constraints that come with it.

Challenges Gen Z Entrepreneurs Face, Based on Hubspot Data

While enthusiasm is high, the Hubspot research underscores that young founders encounter substantial friction. Brands that understand and help solve these pain points can build strong loyalty.

Financial Barriers Identified by Hubspot

The Hubspot study highlights that funding and cash flow are early obstacles. Many Gen Z entrepreneurs:

• Lack savings or access to traditional financing channels.
• Struggle to separate personal and business finances.
• Are unsure how to price products or services effectively.

Products that simplify budgeting, payments, invoicing, or micro-investing are especially valuable for this audience. Clear, jargon-free content can help reduce their financial uncertainty.

Skill Gaps and Knowledge Hurdles in the Hubspot Report

According to the Hubspot research, Gen Z founders frequently feel unprepared in areas such as:

• Sales and negotiation
• Marketing and customer acquisition
• Legal and compliance basics
• Scaling operations and hiring

They may be confident with digital tools and social media, but less secure in traditional business foundations. Educational content, step-by-step playbooks, and mentorship programs are especially effective offers to this group.

How Gen Z Learns Business Skills: Hubspot Takeaways

The Hubspot article traces how Gen Z entrepreneurs seek information and role models. Their learning patterns shape how you should structure content and communication.

Preferred Learning Channels in the Hubspot Study

The Hubspot findings indicate that Gen Z relies on:

• Short-form videos: Quick, visual walkthroughs on platforms like TikTok and YouTube Shorts.
• Social creators and peers: Founders follow influencers, other entrepreneurs, and online communities.
• Search and blogs: When problems get specific, they turn to detailed guides and how-tos.

This combination favors layered content strategies: short videos for discovery and inspiration, supported by in-depth articles, templates, and checklists that answer concrete questions.

Hubspot Insights on Mentorship and Community

The Hubspot research also notes that Gen Z values direct mentorship but may not know where to find it. They often substitute online communities, cohorts, and group programs when one-on-one mentoring is unavailable.

Brands can serve as guides by offering:

• Live workshops and office hours
• Founder communities or discussion spaces
• Case studies from relatable, early-stage entrepreneurs

When you build content rooted in real stories, you match what the Hubspot report shows Gen Z is actively seeking.

Applying Hubspot Research: How to Support Gen Z Entrepreneurs

The Hubspot data is only powerful if you convert it into practical strategies. Use the findings to refine products, content, and sales processes that resonate with young founders.

Step-by-Step Approach for Businesses

1. Define your Gen Z entrepreneur segment. Identify who among your audience is building a side hustle, freelancing, or launching a startup.
2. Map their top challenges. Use the financial and skill gaps from the Hubspot report as a starting point, then validate with your own customer research.
3. Create targeted resources. Build guides, templates, and tools that address specific pain points like pricing, contracts, or first-time marketing.
4. Match their learning formats. Blend short-form content for discovery with deeper written resources and live sessions.
5. Offer clear next steps. Every piece of content should gently point to a product, community, or resource that helps them move forward.

Leveraging Hubspot-Style Storytelling

The original Hubspot article uses narrative examples, survey data, and quotes to humanize the research. You can mirror this approach in your own marketing by:

• Featuring real Gen Z founders at different stages of growth.
• Highlighting both wins and struggles, not just polished outcomes.
• Connecting data points to specific, actionable advice.

This transparent, story-driven style builds credibility and makes your brand feel like a partner instead of just a vendor.

Where to Learn More From Hubspot and Other Resources

To dive deeper into the original research, you can read the full Hubspot article on Gen Z entrepreneurship here: Hubspot Gen Z entrepreneurship study. Studying their approach to data, storytelling, and structure can help you create more effective content for young founders.

If you want hands-on support implementing SEO, content, and funnel strategies tailored to Gen Z entrepreneurs, you can also explore specialized consulting services at Consultevo, where growth frameworks are designed around modern buyer behavior.

By translating Hubspot research into focused offers, empathetic messaging, and practical resources, you put your business in a strong position to serve the next wave of entrepreneurs as they build, experiment, and scale.

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