|YOUNGER AND OLDER BRITS SPELL BIG OPPORTUNITY FOR UK START-UP BUSINESS DRIVE|
Aruba, October 31, 2013 - The popular image of ‘entrepreneurs’ still focuses too much on middle class, middle aged, and often male business leaders. This widespread view is leaving important and talented groups of potential business owners under 25 and over 50, particularly women, feeling left out of the UK start-up business drive.
New research, analysed by Professor Marlow and compiled into the ‘Avon Get Started Report’, examined the attitudes of 2,000 women and men under 25 and over 50 in order to unlock the untapped economic potential of more diverse business owners and entrepreneurs. The report shows that this collective group, which accounts for a third of the population, needs more focus amongst government and business leaders when presenting start up business employment opportunities and role models to harness these untapped ‘cold groups.’
While there is an appetite for business ownership amongst under-25s and over-50s, media and social portrayals of entrepreneurs strongly support the notion of middle-aged men as successful role models.
Although 48 per cent of respondents say they could see themselves setting up a business at some point, almost half of women believe they will be taken less seriously than men as entrepreneurs. Nearly a third of over-50s also believe they are too old to start a business. And, only four per cent of total respondents were able to name a successful female entrepreneur, while only two per cent were able to name a successful entrepreneur under 25.