It’s been a long time coming, and there is still a long way to go, but sustainable entrepreneurship is on the rise in America. A recent study from IONOS found that the average American wants to go self-employed, and that their future business plans would center around sustainability.
The study investigated entrepreneurship in the USA and the career dreams of Americans and found that a large majority of participants want an eco-friendly business.
Sustainability for all
The study found that 90% of participants attributed a huge significance to sustainability when asked about their potential startups. The younger generation felt this was a necessary step in business and were 95% more aware of how important the environment is in general.
Why is sustainability important to future founders?
For 48% of the participants, the reasons for being a sustainable startup include creating a positive image for customers. For many, an eco-friendly business is an essential success factor and necessary for competing with other brands and winning customers.
Is going green genuine?
So long as startups become greener, the motivation behind doing so is somewhat irrelevant. In any case, consumers should be sure they are not supporting ‘greenwashing’ and check as to whether these companies are actually making a difference to our environment. However, it seems clear that sustainable entrepreneurship is on the horizon.
To read more about entrepreneurship in America and what future founders think, download the study for free.
