Only a modest 9% of Americans harbour dreams of starting their own business, but it’s the older generation, particularly those aged 45–54, who show the most enthusiasm. Contrary to common perceptions of youthful entrepreneurial spirit, this age group outpaces the typical startup demographic of 18–24-year-olds by 3%.

The VoiceNation survey looks into the industries that potential business owners are most interested in. The food and beverage industry emerges as the frontrunner, attracting 18% of entrepreneurial hopefuls. The Health and Wellness and Travel and Hospitality sectors, each receiving 10%, are closely behind it.

Gender disparities also mark the entrepreneurial landscape. Men display a stronger inclination towards technology and software development (14%), entertainment (10%), whereas women tend towards health and wellness (13%) and fashion (11%).

Among older generations, particularly those aged 65 and above, entrepreneurship is less appealing, with only 5% naming it as their dream career. Instead, teaching ranks as a top career aspiration for this age group, reflecting the significant role teachers play in society.

Andrea Reynolds, co-founder and CEO at Swoop, emphasises the importance of robust planning and innovative financial strategies for new businesses. “Any founder knows that funding plays a crucial role in building sustainable, growing businesses. While many of us are rightly wary of getting into too much personal debt, borrowing for a business should be thought of as a way to use your future success to invest in your business now,” Reynolds advises, suggesting that non-traditional financial products often provide tailored solutions that are crucial for business growth.

Dan Marshall, group head of digital at Moneypenny and VoiceNation, echoes the need for a solid support network. “Starting a business is not something that happens overnight, it requires careful planning and effective communication with everyone around you. For aspiring entrepreneurs, seeking out resources and a support network is essential when launching a new venture. With the right guidance and determination, the pursuit of a dream job can be within reach.”

With older Americans leading the way, this study not only shatters some stereotypes about who is most likely to pursue entrepreneurship but also highlights the diverse industries where these new enterprises might bloom.