Gen Z Entrepreneurs Optimistic About Future of Business in Canada
Toronto, Canada, September 16, 2026 — More than four in five (84%) Gen Z business owners say they are optimistic about the future of entrepreneurship in Canada, compared with 76% of business owners overall, according to the RBC Small Business Poll conducted by Ipsos. For many Gen Z business owners, entrepreneurship is pursued alongside other work commitments, with nearly half (46%) reporting a side hustle in addition to their primary career.
Gen Z Eyeing Entrepreneurship; Close to a Third Want a Side Hustle
Views on entrepreneurship accessibility are generally positive, with nearly half (49%) of Gen Z Canadians and a majority (56%) of Gen Z business owners saying entrepreneurship is more accessible today than it was for previous generations.
Gen Z Measures Success in Dollars and Independence
When asked how they define entrepreneurial success, Gen Z Canadians are most likely to cite outcomes related to personal financial security. More than four in ten (42%) define success as being able to support themselves or their family, while 35% define success as building long-term wealth. Approximately one-third say success means being their own boss (33%) or turning a personal passion into income (31%). Other measures of success receive lower levels of endorsement. Twenty-seven percent define success as growing and scaling a business, while 22% say success means creating something meaningful or long-lasting.
Canadians See Opportunity in Entrepreneurship Despite Cost-of-Living Concerns
Economic considerations influence Canadians' views of business ownership. Cost of living tops the list of barriers for entrepreneurship for all Canadians (38%), including 42% of Gen Z. Four in five (81%) Canadians agree that financial uncertainty encourages more people to explore entrepreneurship as a way to address financial pressures.
Technology Fuels Entrepreneurial Confidence
Canadians generally view technology as making entrepreneurship more accessible. Overall, 84% of Canadians agree that technology and digital platforms have made starting a business feel more accessible. Among Gen Z business owners, the same proportion (85%) say they are confident using technology to run their business. At the same time, many Gen Z business owners perceive increasing technological demands. More than eight in ten (83%) agree that entrepreneurs today are expected to learn and adapt to technology more than previous generations. Nearly two-thirds (63%) say they feel pressure to adopt artificial intelligence tools in order to remain competitive.
About the Study
These are the findings of an Ipsos survey conducted on behalf of RBC between June 27 and July 26, 2026. A total of 3,137 Canadians aged 18 and older participated in the survey, including 632 business owners whose results are referenced throughout this release. The survey was conducted via the Ipsos panel. Quotas and weighting were used to ensure the sample composition reflects that of the Canadian population according to census parameters. The overall survey has a credibility interval of ±2.1 percentage points, 19 times out of 20, of what the results would have been had all Canadian adults aged 18+ been surveyed. Results based on the business owner sample (n=632) are subject to a credibility interval of ±4.8 percentage points, 19 times out of 20.
For more information on this Factum, please contact:
Sean Simpson
Senior Vice President, Ipsos Public Affairs
[email protected]
About Ipsos
Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.
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