A new wave of entrepreneurs: Four in 10 adults looking to start a business in 2026

New research from Enterprise Nation reveals 2026 will see the arrival of the "income injector" – a new breed of founder who sees entrepreneurship as a financial tool to protect their household from economic shocks.

This "income injector" trend suggests that, in 2026, more people will turn to side hustles to bridge the gap between their wages and their bills.

Passion no longer the prime motivator

In Enterprise Nation's study, 36% of aspiring entrepreneurs cite economic reasons as their main motivation for starting a business.

Four years ago, when our research began, passion was people's primary reason for going into business ownership.

Our yearly StartUp Ambition Report has tracked the nation's appetite for entrepreneurship over the last four years.

The 2026 edition finds that 41% of adults in the UK are considering launching their own business or side hustle in 2026 – a modest decline from 47% last year.

In 2026, more than half of people (56%) say they'll opt for a side hustle as a pragmatic way to test business ideas alongside their work and caring responsibilities.

Demographics

And younger entrepreneurs lead the way. An impressive 62% of people aged 25 to 30 are planning to start a business this year, underscoring a dynamic shift in career aspirations among Gen Z and millennials.

Regional data further underlines the evolving landscape. Yorkshire and The Humber boasts the strongest entrepreneurial intent (45%), closely followed by the North West (43%). That shows there's strong local support for new ventures outside traditional business hubs such as London.

Sector-related trends continue to diversify, with creative industries at the forefront. The report reveals that craft/art businesses are popular (14%), followed by food and drink/hospitality (12%), beauty (9%) and a growing tech/AI sector (8%). This diversification illustrates how entrepreneurial ambitions are spreading across varied fields.

Aaron Asadi, CEO of Enterprise Nation, comments:

"We're witnessing a significant and fundamental shift in how people are approaching entrepreneurship in today's economic climate.

"With the pressures of rising living costs and ongoing financial uncertainty, more individuals are choosing to start a business as a way to take control of their financial future.

"This surge in 'income injector' start-ups may be fuelled by challenging conditions, but it also highlights the resilience and resourcefulness of those determined to turn financial pressures into opportunities for growth and innovation."

Financial security

Sam Ikhuoria, from Newham in East London, is a visual artist and creative producer.

He plans to launch his fragrance business, NPareil, in September 2026 after years of working within arts organisations and developing his artistic practice.

He says:

"My main reason for wanting to start this venture is to increase my income in the long term. Rising costs have definitely played a role, but it's also about security.

"Seeing how many people relied solely on their day jobs during COVID – myself included – and had nothing to fall back on when laid off made me realise the need of having additional income streams.

"A business or side hustle feels like a way to protect myself financially."

The worry of economic uncertainty

At the same time, the StartUp Ambition Report also uncovers some of the key worries people have around starting a business:

• Economic uncertainty (40%)

• High start-up costs (38%)

• Concerns about finding customers (34%)

• The overwhelming nature of knowing where to begin (29%)

Awareness of available government support is relatively low at 34%, though 33% have expressed interest in initiatives like Start Up Loans.

Income expectations have also risen. Side-hustlers now anticipate first-year earnings of around £7,034 (up from £5,765 last year), while the people planning to launch full-time ventures expect to earn £36,887 (up from £34,000 in 2025).

This indicates that while fewer people are diving in headfirst, those who do are planning with greater financial optimism.

In summary

Enterprise Nation's StartUp Ambition Report for 2026 clearly illustrates that, even in a shifting economic climate, the entrepreneurial spirit in the UK remains resilient and enthusiastic.

As the drive for financial independence and innovative work models continues to grow, we're committed to providing the support and resources necessary to help new businesses thrive.

Read the full report

Data: The survey was conducted between 9 and 12 December 2025 among 2,100 UK adults by digital polling firm Walr.