Solopreneurship is a living, breathing, thriving and dedicated culture of people who care about life, work and balance. It’s on the rise as working-age youngsters in Generation Z, in particular, (currently aged 13 to 28) seek to take control of their lives in a job market where layoffs are imminent, workplaces are toxic and compensation is lackluster.
Among Gen Z, the post-pandemic workforce and rising costs are the main motivators for becoming so-called “solopreneurs,” which is a person who sets up a business and is the sole employee, according to Intuit QuickBooks Small Business Index Annual Report. After all, chances of landing a gig are slim in this cutthroat workforce. The average job opening received 244 applications as of February 2025, according to data hiring software provider Greenhouse shared with Business Insider.
Finding a new job, as a result, means 243 rejections—making the process more of a numbers game where success often feels like luck rather than merit.
Though running a business singlehandedly is no easy feat, the trend is on the upswing, specifically among motivated Gen Zers between the ages of 18 and 24 despite reportedly being the loneliest, most anxious—and arguably most rejected—generation, per BI. Perhaps even more telling evidence that solopreneurs are here to stay: The Small Business Index Annual Report found that a growing share of US businesses are run by a solopreneur—increasing from 76% in 1997 to 84% in 2020. Intuit also found that a more recent survey suggests this number could be even higher in 2024, though that has yet to be reported.
Though there’s no event industry-specific data on the rise of the solopreneur, this data suggests that in just a few short years—if not already—gone may be the days of hiring large experiential agencies and hospitality corporations in favor of freelancers or a specialized team of one that offers agile, customized solutions for clients seeking more flexible and cost-effective event planning services.
Take it from event industry veteran Brad Jackson, who founded Out Of Office as a solopreneur back in August of 2018. The company is an AI-powered platform that, on one side, helps corporations shift to a freelancer-centric model and, on the other side, assists freelancers in pitching smarter and faster. It wasn’t until last year, when Out Of Office’s waitlist was so backed up, that Jackson went from operating Out Of Office solo to hiring web developers, web designer and research staffers to build out a team.
The move is in line with Intuit’s report: That 66% of solopreneurs occasionally enlist help when they need it, though it often comes in the form of contractors or freelancers. The independent business owners said that being solo no more helps in boosting business growth, relieving stress and expanding expertise.
It goes to show that solopreneurship is about a lot more than just making money—perhaps why the trend has been catching on now, at a time when priorities surrounding corporate life are changing dramatically. “Putting in the hours” is no longer an alluring part of graduating college and entering the workforce. What better way than to achieve the coveted work-life balance than to be able to tailor one’s work schedule around personal needs, passions and lifestyle choices?
