Gen Z is choosing entrepreneurship instead of traditional career paths – and shaping Canada’s economic future in the process
Career16.07.2025

For Canadian Gen Z’s the road to professional success is being built not in an office cubicle or boardroom but on their own terms. As another school year has wrapped up, a growing number of Gen Z graduates are choosing entrepreneurship over traditional career paths, catalyzing a shift that holds transformative promise for Canada’s economy.
A recent study conducted by Mastercard1 reveals that young Canadians are increasingly drawn to entrepreneurship for its independence, flexibility, and opportunity for rapid growth.
This is not the generation that is waiting for opportunities to come to them, instead they are venturing out and creating their own futures. Notably, 37 per cent of Gen Z respondents say complete independence and control over their schedule is a top motivator, while over a third are driven by the ability to work from anywhere.
This shouldn’t come as a surprise. After all, this is the generation that spent their formative years living through a global pandemic where virtual classrooms and breakout rooms became the norm. This ‘work from anywhere’ culture has opened a world of opportunities for young people, from immersing themselves in a new culture to learning a new language, all while pursuing their entrepreneurial ventures, this is where ideas flourish.
A closer look at women entrepreneurs
With 42 per cent of young women across North America citing flexibility as the reason for pursuing entrepreneurship(2), these career paths enable them to balance ambition with other life priorities and to build businesses that reflect their values and aspirations.
Flexible work arrangements aren’t the only motivators though. Nearly one in four Gen Z’s see entrepreneurship as a path to building diverse skillsets quicker while almost a quarter are motivated by the opportunity to make a direct impact in their communities.
And while the rate at which women are starting businesses is increasing – from 15.6 per cent in 2017 to 17.8 per cent in 2023(3) – more must be done to ensure Gen Z women don’t face as many barriers to success as the generation before them did.
After all, supporting young female entrepreneurs isn’t just about leveling the playing field – it’s an economic imperative.
Studies show that when women succeed in business, they reinvest in their families and communities at higher rates than men, driving broader economic and social benefits. Empowering young women to launch and grow businesses can tighten the gender gap, unlock new sources of innovation, and boost Canada’s prosperity for generations to come.
Obstacles that remain include access to funding and mentorship, underrepresentation in high-growth sectors like technology, and societal barriers that persist despite progress. As more young women choose the entrepreneurial route, let’s ensure that we are also choosing them by offering targeted support and resources in the form of mentorship, funding, and digital supports, ultimately ensuring their success.
At Mastercard, we understand that supporting women entrepreneurs creates a ripple effect and can power the economy. Driven by a desire to support their communities, women entrepreneurs are powering local economies and serve as a vital force in regional development across Canada.
Recognizing the digital-first instincts of Gen Z and the specific needs of female founders, Mastercard offers a suite of tools and resources designed to empower small business owners at every stage of their journey. From digital enablement and cybersecurity solutions specifically tailored to suit the needs of start-ups to funding and mentorship opportunities, we understand that these resources are needed to turn dreams into reality and help Canadian small businesses thrive.
“Small businesses are the backbone of Canada’s economy, and it’s exciting to see so many young people taking the leap into entrepreneurship,” says Nishant Raina, VP Product Management, Small and Medium Enterprise Solutions at Mastercard. “Our goal is to provide the technology, support, and funding opportunities they need to succeed in a rapidly changing landscape.”
As this new generation of women entrepreneurs forges ahead, their impact will extend far beyond their own ventures. By investing in their potential and ensuring they have the tools and support to succeed, Canada can realize its goal of a more inclusive, resilient, and prosperous future – one startup at a time.
- The Mastercard Pulse survey was fielded in the spring of 2025. Response data are derived from a representative sample of the Canadian population (N = 2,000) that includes an oversample of small business owners (N= 200). The margin of error for commensurate nationally representative survey responses is ± 2.2% at the 95% confidence interval. ↩︎
- The study was commissioned by Mastercard, with fieldwork conducted by independent research agency, Opinium. Between 16th December 2024 – 3rd January 2025, an online quantitative survey was carried out across 41 countries in North America (including Canada), Latin America, Asia-Pacific, Europe, the Middle East and Africa. ↩︎
- Data is based on State of Women’s Entrepreneurship Canada Report 2025 conducted by the Women Entrepreneurship Knowledge Hub. ↩︎