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This disconnect invites us to ask deeper questions about how we teach, support and understand entrepreneurship today—and how we might evolve it for tomorrow.
We believe that the entrepreneurs of tomorrow have the capacity to reimagine our economic systems, but only if we reimagine how we educate, support and celebrate them today.
Our research reveals an opportunity for transformation: behind these numbers lies a generation seeking more than financial success. They're looking for autonomy, purpose and the opportunity to address challenges they care deeply about.
Gen Z participants interested in entrepreneurship across Denmark
(only) of participants are actively pursuing this path
“I think we need to learn more about how to take responsibility for the environment and to know that it matters more than our own wealth.”
—Survey Respondent
We're at a pivotal moment where traditional business models have created unprecedented prosperity alongside the challenges we now collectively face—from climate change to rising inequality. This tension creates an opportunity for transformation. While alternative approaches like the circular economy and regenerative business offer promising paths forward, our entrepreneurial education and support systems haven't evolved to embrace these possibilities.
Our research reveals this disconnect clearly: Gen Z seeks personal passion (52%) and social impact (36%) as primary motivations, yet struggles to find frameworks that integrate profit with values, education that builds purpose-driven ventures rather than conventional business skills, and funding models that prioritize meaningful impact alongside financial returns.
— Survey Respondent
That's why we have started an initiative exploring how alternative entrepreneurship storytelling, resources and education might better serve both emerging founders and the world they hope to shape.
Initiated by the team behind Startup Guide and co-developed with other organizations and individuals at the intersection of business, research, education and social innovation, we're creating space for new conversations about entrepreneurial possibilities and aim to inspire meaningful action.
We’re looking for inspiring founders and experienced professionals to share their experiences, offer guidance, and help the next generation of purpose-driven founders move from intention to action.
Learn moreBe first to hear about new projects, meaningful stories and important news shaping our entrepreneurial mission.
We’re developing thoughtful prototypes to address the pathway gaps we’ve uncovered, focusing where we can make the most meaningful impact. The space between interest and action is a chance to build resources and stories that help values-driven entrepreneurs move forward.
But reimagining entrepreneurship is a collective effort—we’re just one part of a broader movement to shape business that serves people and the planet. Together, we’re exploring how to embed purpose from the start, balance sustainability with values and inspire more responsible innovation. Your perspective matters.
Your perspective matters in shaping what entrepreneurship can become.