The “gold watch” era of corporate loyalty is officially a thing of the past. A new study by The Harris Poll and The Entrepreneur’s Source has revealed a major shift in how Americans view their professional futures. Today, 83% of people see business ownership as a viable alternative to the traditional 9-to-5, with the majority believing that being your own boss is safer than a corporate paycheck.
As AI disruption and workplace ageism loom, we sat down with Marissa Frois, CEO of The Entrepreneur’s Source, to discuss why the “entrepreneurial itch” is becoming the new standard for career security.
Redefining “Safety” in a Digital Age
While previous generations viewed a steady job as the ultimate security, Millennials and Gen Z are flipping the script. For them, dependency on a single employer is the real risk. According to the survey, 79% of Millennials and 73% of Gen Z now view business ownership as the “stable bet.”
“Younger workers have watched their parents endure toxic workplaces, layoffs and restructuring,” Frois explains. “The old promise of ‘loyalty equals security’ no longer feels credible. They’re not anti-work; they’re anti-powerlessness and want control over their Income, Lifestyle, Wealth, and Equity (ILWE).”
The AI Shield and the Ageism Defense
As artificial intelligence reshapes the workforce, 61% of Americans (and over 70% of Millennials) believe owning a business is the key to thriving in an AI-driven world. Frois notes that ownership allows professionals to decide how AI is used, rather than waiting for it to be used on them.
“As a digitally native, tech-forward generation,” Frois notes, “Millennials are naturally inclined to adapt, experiment with AI, and use it to augment their roles – not replace them. By owning their career, they can continually reinvent their model, upskill on their timeline and pivot services faster than a fixed job description allows.”
Additionally, Frois continues, HR leaders should position internal AI training as career insurance without the startup risk. “Offer structured AI academies, cross‑functional projects and certification paths that employees couldn’t easily replicate alone. Then clearly message: “You can experiment with AI on our platform, with our data and mentors, while building portable skills that keep you valuable in any future.””
Furthermore, 69% of respondents see business ownership as the ultimate defense against ageism. By building equity and diversifying income streams, they are protecting themselves from being “restructured” out of a career overnight.
A Wake-Up Call for HR Leaders
This shift in mindset creates a massive challenge for talent retention. Frois warns that if HR leaders ignore this desire for autonomy, they will continue to lose their most innovative people to franchises, side hustles, and startups.
So, how can companies compete with the appeal of “being your own boss”?
- Offer “Career Ownership” Internally: If 70% of younger workers crave control, employers should offer “career ownership experiences” within the company. Frois suggests internal venture programs and P&L-responsible “mini-business” units where teams control their own budgets, go-to market decisions, and timelines. “Pair this with clear goal setting so employees can see how growing inside an organization advances their personal scoreboard.”
- Redesign Roles for Freedom: Move beyond just remote work. Redesign roles to be “portfolio-style,” where employees manage a product line or service with measurable outcomes and decision rights. “HR leaders should redesign roles to establish autonomy, accountability, and meaningful scope,” says Frois. “Give them transparent metrics and the ability to choose tools and workflows, supported by a “coach” leader rather than a traditional boss.”
- Create an Alumni Ecosystem: Stop viewing departing entrepreneurs as “lost” talent. Treat them as future assets. By creating alumni networks, companies can re-import those commercial skills later through advisory roles, preferred vendor-status, or project-based work. “They can become channel partners, innovation test beds or future leaders who return with a stronger ownership mindset.”
- Bridge the Wealth Gap: Younger workers want a direct link between effort and reward. Moving toward profit-sharing, performance-based bonuses, or phantom equity can make a paycheck feel more like an ownership stake.
The Bottom Line
The desire for business ownership isn’t just a trend; it’s a response to a changing economic landscape. Employees are looking for “career insurance,” and they are finding it in the freedom to pivot, upskill, and lead.
“The entrepreneurial itch means retention is now about autonomy, not just perks,” says Frois.
For organizations that want to keep their top talent, the message is clear: give them the keys to the car, or they’ll eventually go buy their own.
Interested in learning more about this timely topic and best practices to support your organization? Register for our upcoming free webinar, “Why Isn’t This Working? The Great Career Pivot: Why Your Top Talent is Dreaming of Being Their Own Boss,” which takes place March 10, 2026 at 11:30am EST.