We’ve officially moved past the “gold watch” era—that period where decades of loyalty were rewarded with a guaranteed pension and a sense of lifelong security.
In our latest webinar, Why Isn’t This Working? The Great Career Pivot: Why Your Top Talent is Dreaming of Being Their Own Boss,” Marissa Frois, CEO of The Entrepreneur’s Source, shared why 83% of Americans now see business ownership as a viable alternative to the traditional 9-to-5.
If you’re an HR leader, the message is clear: To keep your most innovative talent, you can’t just offer perks. You have to offer autonomy.
The Rise of the “Anti-Powerless” Generation
For Millennials and Gen Z, the corporate ladder has lost its luster. Having watched previous generations endure layoffs, toxic environments, and restructuring, these workers no longer find the “loyalty equals security” promise credible.
As Frois puts it, they aren’t “anti-work”; they are anti-powerlessness. They are seeking a new standard of career security defined by ILWE:
- Income: Fair and scalable pay.
- Lifestyle: The flexibility to own their time.
- Wealth: The ability to build a long-term asset.
- Equity: Having a stake in the outcome of their labor.
“The bigger risk is staying dependent on a single employer and not taking the opportunity to bet on their own potential.” — Marissa Frois
Redesigning the Employee Experience
To scratch the “entrepreneurial itch” internally, organizations must pivot from managing tasks to empowering builders. Frois suggests a roadmap for “internal ownership”:
1. Give Them the Keys
Move beyond remote work and grant actual decision rights. This means letting teams own their budgets, timelines, and projects. When employees feel like they are building their own “mini-business” within your walls, they are far less likely to look for an exit.
2. The “Fail Forward” Mentality
Innovation requires a safe space. At The Entrepreneur’s Source, the motto is “test small to launch large.” By encouraging employees to test ideas—and celebrating the lessons learned from the “flops”—you create a culture of high-stakes engagement.
3. Pay Like a Partner
If workers feel they can only build true wealth by leaving, they will leave. HR leaders can bridge this gap by exploring performance-based models, such as profit-sharing or phantom equity. When a paycheck feels like an ownership stake, the motivation shifts from “getting through the day” to “growing the pie.”
AI as an Opportunity, Not a Threat
Data shows that 61% of people see business ownership as a shield against AI disruption. Why? Because they want control over their future.
HR can provide this same “career insurance” by investing in skill security. Instead of just talking about AI, provide the tools and training to help employees implement AI in their daily work. As Frois noted, “AI is not necessarily going to replace people. People using AI will.”
The Bottom Line: If you want to retain your best people, stop acting like a boss and start acting like a partner.