New Survey: Americans Now See Business Ownership as the Best Defense Against AI, Ageism, and Career Instability

In an era defined by automation anxiety, rising age discrimination, and shifting career expectations, Americans are increasingly looking beyond traditional employment for long-term stability. According to a new survey from The Harris Poll conducted on behalf of The Entrepreneur’s Source, 83% of Americans now see business ownership as a viable alternative to a traditional job—a finding that signals a major psychological shift in how workers define career security.

The survey, which explores generational attitudes toward entrepreneurship, suggests a growing consensus: owning a business provides more control, more stability, and more resilience against emerging labor market threats—particularly AI and ageism, two forces reshaping the workforce at every level.

The New Career Safety Net: Owning a Business

Several themes emerge from the survey, but one stands out: Americans want greater control over their work lives, and business ownership increasingly represents that control.

• 80% say ownership provides greater career autonomy than a traditional job.

• 66% believe it offers stronger job security than working for someone else.

• 70% say entrepreneurship offers greater opportunities for financial growth and stability.

Notably, optimism grows stronger among younger generations—those entering the workforce amid rapid technological disruption:

• Millennials: 79%

• Gen Z: 73%

• Gen X: 71%

• Baby Boomers: 60%

The generational split isn’t surprising. Younger workers are watching entire job categories change—or disappear—as AI adoption accelerates. For them, ownership provides insulation from a labor market that feels increasingly unpredictable.

AI Is Redrawing Career Maps—and Americans Are Reacting

The survey reinforces a trend emerging across the broader U.S. workforce: AI isn’t just changing how people work; it’s changing how they plan their careers.

A full 61% of respondents believe business ownership is the best protection against AI making their jobs obsolete. Within that statistic, generational differences reveal an even sharper concern:

• Gen Z: 68%

• Millennials: 71%

• Gen X: 60%

Younger workers are entering a job market where AI fluency and adaptability are prerequisites—and they’re responding by considering entrepreneurship as a hedge against volatility. Yet there’s a contradiction:

• 61% of workers say they’d still search for a new job—not start a business—if AI eliminated their role.

This reflects a familiar pattern: Americans like the idea of entrepreneurship, but lack the roadmap to get from aspiration to action.

Ageism Is Pushing Older Workers Toward Entrepreneurship Too

Age discrimination remains one of the most persistent and under-discussed workforce challenges. The survey sheds light on how deeply it shapes job decisions:

• 69% of Americans say business ownership is the best defense against ageism.

• Millennials see it as an even stronger safeguard, at 76%.

• Fear of age discrimination pushes 49% of employees to remain in unsatisfying jobs.

• If they lost their job due to age bias, 60% would job-hunt instead of starting a business.

Ageism’s dual impact—forcing both career stagnation and career caution—continues to limit workers’ willingness to take risks, including entrepreneurship.

Parents Believe Entrepreneurship Beats College as an Investment

One of the most striking insights in the survey comes from parents, who are increasingly questioning traditional pathways like expensive four-year degrees:

• 64% say funding a child’s business is a smarter investment than paying for college in the AI era.

• 69% say supporting their child’s entrepreneurial goals is more important than financing weddings, homes, or other major life events.

• 83% believe financially supporting a child’s business is a strong long-term investment.

• 75% value entrepreneurial thinking regardless of career path.

This reflects a generational reframing of what “career readiness” looks like—one focused on adaptability, ownership, and resilience rather than a single credential.

Americans Want Entrepreneurship—But Not Alone

Even as enthusiasm grows, barriers remain. Many workers simply don’t know where to begin, especially those who have spent their careers in traditional employment structures.

Marissa Frois, CEO of The Entrepreneur’s Source, believes this gap between intention and execution is where structured guidance matters:

“Americans are recognizing business ownership as a proactive strategy for career stability, particularly parents and younger generations worried about traditional professions becoming obsolete in the future, but it could be they simply don’t know where to begin.”

She adds that career ownership coaches help individuals navigate options—franchising, starting a business, or even shifting traditional careers—providing a guided path from uncertainty to clarity.

The Bottom Line: Workers Are Rewriting What Career Security Means

Across generations, Americans are redefining the relationship between work and stability. Entrepreneurship is no longer seen as a risky leap reserved for a select few; it’s increasingly viewed as a strategic safeguard—against automation, against ageism, and against the volatility of traditional employment.

The survey doesn’t simply reflect rising interest in business ownership; it highlights a cultural realignment. As the future of work becomes more automated, more unpredictable, and more competitive, workers aren’t waiting for employers or institutions to provide stability. They’re preparing to build it themselves.

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