empresario verslininkas...empresario verslininkas antreprenor doanh nhn unternehmer podnikatel ......
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E M P R E S A R I Overslininkas
ANTREPRENOR
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ПІДПРИЄМЕЦЬ
PODUZETNIKENTREPRENEURP
RZEDSIĘBIORCA
FIONTRAÍ
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ON
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AGER2018
AMWAY GLOBAL ENTREPRENEURSHIP REPORTW H AT D R I V E S T H E E N T R E P R E N E U R I A L S P I R I T ?
AGER 2018 | PG.02
TELEPHONE
FACE-TO-FACE
48,998
MALES & FEMALES
SurveyedAGES 14-99 GfK Nuremberg, Germany
Asia: China, India, Japan, Korea, Malaysia, Taiwan, Thailand, and VietnamEuropean Union: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Great Britain, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and SwedenLatin America: Brazil, Colombia and MexicoNorth America: Canada and USA
Due to geographical or political reasons, Norway, Russia, South Africa, Switzerland, Turkey and Ukraine cannot be referred to a specific region and are therefore only part of the global average.
May
June
Apri
l
44
Eighth
INTERVIEWS
COUNTRIES
EDITION
FIELDWORK INSTITUTE
FACTS & FIGURES
AT A GLANCE
38%
57%
52% A
C
B
D
E
47%
64%
QUESTION 3 • PG.07
Please imagine starting a business. With which of the following statements about yourself do you agree?
A. I can develop business ideas
B. I know how to raise money for my business idea
C. I am willing to take the risk of failing
D. I am willing to sacrifice my free time to work on my business idea
E. I think that my family and friends are supportive
60%
36%
57%
25%
54%
40%
64%
43%
75%
46%
QUESTION 5 • PG.09
Please imagine starting a business. How would you describe it? For each of the following pairs of statements please indicate which of these two statements applies more to you:
A
B
C
D
E
34%
48%
33%
40%
36%
QUESTION 2 • PG.06
If you think of yourself, do you agree with the following statements?
Desire: I consider starting a business as a desirable career opportunity for myself
Stability: My family or friends could never dissuade me from starting a business
Feasibility: I possess the necessary skills and resources for starting a business
47 3 49%
50%43%
AESI
100%
QUESTION 1 • PG.05
The following questions are about entrepreneurship. We define entrepreneurship as starting a business and providing a product or service to customers. With which of the following statements about your country do you agree?
For starting and running a business, ...
A. … dealing with taxes in my country is manageable
B. … my country provides rules and regulations that are easy to understand and follow
C. … the education system in my country teaches people the skills they need
D. … my country has technology available that makes entrepreneurship easier
E. … the economic situation in my country is beneficial
B18%
D15%
A13%
C23%
e20%
QUESTION 4 • PG.08
Please think of yourself. What would be most helpful for you, if you would start a business?
Support in …
A. … setting up my business idea
B. … identifying customers and marketing my products or services
C. … raising money for my business idea
D. … hiring the right people
E. … dealing with finances, taxes and regulations
AGER 2018 | PG.03
GLOBAL AVERAGESQUESTION
Profit-oriented
Hiring people
In the countryside
Serve customers digitally
Services
Social-oriented
Working alone
In a metropolitan area
Serve customers personally
Products
AGER 2018 | PG.04
“ PEOPLE BELIEVE IN AN
ENTREPRENEURIAL
FUTURE.”It’s clear that the entrepreneurial spirit is alive and well around the world. We’ve learned through the Amway Global Entrepreneurship Report (AGER) over the last several years that the majority of people surveyed across the globe are open to owning their own business. But what motivates them, and which external environmental factors or internal attributes play a role, are questions that warrant further examination. That’s why we devoted AGER 2018 to What Drives the Entrepreneurial Spirit?
We asked nearly 50,000 respondents in 44 countries about their attitudes and perceptions toward not just the concept of owning a business, but also toward the infrastructure in their country, the type of business they would start, how they assess their own capabilities for starting and running a business and what are the areas of support they seek most.
The results bode well for entrepreneurship and highlight some intriguing insights and opportunities. Those under 35 years old continue to be the most positive toward entrepreneurship overall. There remains great opportunity to better support women who are more risk averse to starting their own businesses. And even though the world is becoming increasingly more digital, most respondents prefer to serve customers personally rather than digitally.
Gaining a greater understanding of why people decide for or against owning a business is helpful for effectively fostering a world of entrepreneurs. This knowledge can help business and government leaders to make decisions and take actions that help more people start their own businesses and reach their full potential in this area. More entrepreneurs mean more opportunity, more economic growth and more prosperity for everyone.
DOUG DEVOSPresident
STEVE VAN ANDELChairman
EXTRINSIC FACTORS: BUSINESS ENVIRONMENTQUESTION 1The following questions are about entrepreneurship. We define entrepreneurship as starting a business and providing a product or service to customers. With which of the following statements about your country do you agree?
For starting and running a business, ...
A. … dealing with taxes in my country is manageable
B. … my country provides rules and regulations that are easy to understand and follow
C. … the education system in my country teaches people the skills they need
D. … my country has technology available that makes entrepreneurship easier
E. … the economic situation in my country is beneficial
GLOBAL AVERAGES
34%
48%
33%
40%
36%
A
B
C
D
E
REGION AVERAGES
AGER 2018 | PG.05
NORTH AMERICAA. 58%B. 51%C. 52% D. 78%E. 62%
LATIN AMERICAA. 20%B. 33%C. 30% D. 49%E. 20%
EUA. 26%B. 26%C. 36% D. 44%E. 29%
ASIAA. 53%B. 56%C. 53% D. 55%E. 51%
COUNTRY AVERAGES
AUSTRIA
B24%
D32%
A29%
C31%
E40%
CANADA
B57%
D77% A
61% C
60%
E67%
BELGIUM
B31%
D63%
A27%
C42%
E47%
CHINA
B79%
D76% A
70%
C79%
E80%
BRAZIL
B27%
D53%
A16%
C19%
E16%
COLOMBIA
B50%
D58%
A30%
C42% E
32%
BULGARIA
B15%
D20%
A18%
C17% E
9%
CROATIA
B11%
D22% A
12%
C24%
E5%
DENMARK
B34%
D77%
A40%
C45%
E52%
CZECH
B28%
D41% A
32%
C45% E
34%
FINLAND
B32%
D58% A
47%
C54%
E28%
ESTONIA
B59%
D68%
A48%
C62% E
49%
FRANCE
B8%
D37%
A5%
C27% E
10%
HUNGARY
B9%
D25% A
14% C
13% E
10%
GERMANY
B20%
D41%
A22% C
35%
E45%
INDIA
B82% D
66% A
64%
C71%
E69%
GREAT BRITAIN
B25%
D40%
A21%
C25%
E21%
IRELAND
B49%
D65%
A45%
C62% E
56%
GREECE
B12%
D16% A
5%
C15% E
6%
ITALY
B15%
D29%
A9%
C20% E
4%
LITHUANIA
B30%
D54%
A32%
C47% E
30%
LATVIA
B33%
D55%
A31%
C51%
E22%
KOREA
B45%
D43%
A53% C
40% E
22%
JAPAN
B14%
D14%
A12%
C13%
E44%
MALAYSIA
B77%
D73% A
65%
C73% E
61%
POLAND
B13%
D24% A
13%
C21%
E23%
MEXICO
B21%
D35%
A14%
C29% E
12%
PORTUGAL
B26%
D52%
A16%
C43%
E15%
NETHERLANDS
B50%
D79%
A55%
C51%
E75%
NORWAY
B42%
D61%
A56%
C31%
E58%
ROMANIA
B25%
D29%
A26%
C35% E
21%
RUSSIA
B25%
D23%
A22%
C31% E
19%
SPAIN
B16%
D34%
A12%
C23% E
8%
SOUTH AFRICA
B46%
D48% A
38%
C51% E
39%
SLOVENIA
B27%
D42% A
27%
C44%
E44%
SLOVAKIA
B10%
D17%
A15%
C18%
E18%
SWEDEN
B46%
D71%
A41%
C62%
E63%
SWITZERLAND
B50%
D75% A
63%
C72%
E72%
TAIWAN
B40%
D58% A
44% C34% E
27%
THAILAND
B43%
D45% A
37%
C50% E
36%
TURKEY
B40%
D46% A
39% C
39%
E43%
UKRAINE
B6%
D4%
A7%
C10% E
2%
USA
B44%
D79%
A55% C
43%
E57%
VIETNAM
B64%
D67%
A77% C
62%
E71%
KEY FINDINGS: Entrepreneurship is more than just officially launching a business – it is about people’s attitude and motivation. The business environment as an extrinsic factor influences the entrepreneurial spirit. Asked, how respondents rate five different external aspects regarding starting and running a business in their country, the top-three aspects globally are technology availability (48%), supportive education system (40%) and beneficial economic situation (36%).
GLOBAL AVERAGES
AMWAY ENTREPRENEURIALSPIRIT INDEX (AESI)
If you think of yourself, do you agree with the following statements?
Desire: I consider starting a business as a desirable career opportunity for myself
Stability: My family or friends could never dissuade me from starting a business
Feasibility: I possess the necessary skills and resources for starting a business 47
3 49% Desire
50% Stability
43% Feasibility
AESI incorporates three equally weighted dimensions: desire, feasibility and stability. Countries are ranked by AESI score – decimal numbers are not illustrated in the data.
KEY FINDINGS: The Amway Entrepreneurial Spirit Index (AESI) has been measured for the third time and it reveals differences and allows to compare the entrepreneurial desire, the confidence in own abilities and the perceived social stability of respondents in surveyed countries. The average global AESI score of all 44 participating countries equals 47 and therefore is slightly lower than in 2016.
AESI
QUESTION 2
AGER 2018 | PG.06
REGION AVERAGES
25%
25%
50%
50%
75%
75%
100%
100%
COUNTRY AVERAGES
AGER 2018 | PG.06
NORTH AMERICA
5251%46%60%
100%
2EU
4241%48%37%
100%
3LATIN AMERICA
5773%48%50%
100%
7ASIA
6169%60%55%
100%
2
NETHERLANDS
GERMANY
DENMARK
RUSSIA
SLOVENIA
CROATIA
PORTUGAL
HUNGARY
USA
FRANCE
LITHUANIA
KOREA
COLOMBIA
GREAT BRITAIN
BRAZIL
SLOVAKIA
MEXICO
ITALY
SWEDEN
BELGIUM
THAILAND
TAIWAN
SOUTH AFRICA
SPAIN
MALAYSIA
IRELAND
CHINA
GREECE
INDIA
SWITZERLAND
VIETNAM
NORWAY
CANADA
AUSTRIA
FINLAND
ROMANIA
LATVIA
POLAND
CZECH
JAPAN
TURKEY
BULGARIA
ESTONIA
UKRAINE
100%
41%41%55%
4641%49%44%
4541%60%30%
4439%52%41%
4442%47%45%
4458%36%35%
4337%47%38%
4141%45%36%
4142%49%30%
4032%38%46%
3944%38%36%
3923%47%38%
3633%49%23%
3526%41%34%
3439%36%21%
3224%39%29%
3126%35%28%
2923%43%20%
2922%33%26%
2738%27%11%
2524%24%19%
2221%26%15%
21
92%83%77%
8491%78%74%
8186%72%82%
8081%72%63%
7271%72%69%
7165%71%63%
6661%58%56%
5970%60%45%
5866%50%53%
5683%33%53%
5676%57%33%
5557%46%60%
5456%53%49%
5352%56%52%
5358%47%48%
5144%58%51%
5144%46%59%
5043%65%42%
5050%61%40%
5054%57%36%
4950%53%41%
4852%47%41%
47AESI
Sc
ore
AESI
Sc
ore 1 0 7 0 5 7 5 5 7 11 9 11 4 6 1 3 7 4 5 1 4 12
3 1 6 2 3 11 5 6 15 1 4 2 7 6 1 4 1 3 3 3 4 3
Arrows indicate change of AESI compared to 2016.
Please imagine starting a business. With which of the following statements about yourself do you agree?
A. I can develop business ideas
B. I know how to raise money for my business idea
C. I am willing to take the risk of failing
D. I am willing to sacrifice my free time to work on my business idea
E. I think that my family and friends are supportive
GLOBAL AVERAGES
A. 65% B. 43% C. 67% D. 70% E. 70%
A. 80% B. 52% C. 73% D. 77% E. 89%
A. 62% B. 56% C. 55% D. 66% E. 67%
A. 47% B. 31% C. 41% D. 53% E. 62%
ASIA
EU
NORTH AMERICA
LATIN AMERICA
52% 38% 47% 57% 64%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
83% 81%90%86%82%
73% 89%87%72%48%
49% 70%46%42%36%
59% 60%54%47%49%
89% 87%90%89%61%
78% 89%74%71%49%
62% 80%72%45%74%
64% 87%78%58%49%
26% 35%23%21%16%
10% 14%10%7%5%
36% 44%45%42%18%
82% 88%79%74%54%
26% 48%27%12%9%
50% 70%51%43%30%
72% 86%85%69%51%
45% 48%54%33%36%
33% 40%28%20%24%
31% 56%51%35%17%
16% 42%21%14%10%
64% 85%79%67%63%
73% 88%85%74%48%
50% 53%37%26%34%
81% 89%83%76%76%
56% 76%68%54%45%
36% 45%33%19%21%
68% 83%69%61%46%
44% 60%54%35%33%
66% 45%71%73%54%
20% 27%24%17%14%
38% 52%41%33%25%
21% 44%32%22%14%
17% 30%31%12%8%
40% 52%42%29%40%
48% 58%55%47%27%
57% 65%63%44%31%
46% 50%43%41%37%
68% 78%78%70%41%
68% 83%65%63%54%
89% 89%91%88%78%
39% 55%45%24%21%
35% 52%39%14%12%
69% 87%75%66%59%
70% 80%76%70%50%
50% 57%48%42%29%
INTRINSIC FACTORS: SELF-ASSESSMENTQUESTION 3
AGER 2018 | PG.07
REGION AVERAGES
CANADA
USA
BRAZIL
COLOMBIA
MEXICO
AUSTRIA
BELGIUM
BULGARIA
CROATIA
CZECH
DENMARK
ESTONIA
FINLAND
FRANCE
GERMANY
GREAT BRITAIN
GREECE
HUNGARY
IRELAND
ITALY
LATVIA
LITHUANIA
NETHERLANDS
POLAND
PORTUGAL
ROMANIA
SLOVAKIA
SLOVENIA
SPAIN
SWEDEN
CHINA
INDIA
JAPAN
KOREA
MALAYSIA
TAIWAN
THAILAND
VIETNAM
NORWAY
RUSSIA
SOUTH AFRICA
SWITZERLAND
TURKEY
UKRAINE
A B C D ECOUNTRY AVERAGES
A B C D E
KEY FINDINGS: The self-assessment of own capabilities regarding starting and running a business is a major intrinsic factor that influences a person’s decision to venture into business ownership. The majority of respondents perceive themselves as socially supported (64%), committed to their prospective business (57%), and able to generate ideas (52%). The willingness to take the risk of failing (47%) and the ability to raise money for a business idea (38%) display lower approval rates.
INTRINSIC FACTORS: NEED FOR SUPPORTQUESTION 4
REGION AVERAGES
COUNTRY AVERAGES
Please think of yourself. What would be most helpful for you, if you would start a business?
Support in …
A. … setting up my business idea
B. … identifying customers and marketing my products or services
C. … raising money for my business idea
D. … hiring the right people
E. … dealing with finances, taxes and regulations
GLOBAL AVERAGES
B18%
D15%
A13%
C23%
e20%
NORTH AMERICAA. 10%B. 21%C. 21% D. 22%E. 23%
LATIN AMERICAA. 16%B. 20%C. 26% D. 18%E. 15%
EUA. 13%B. 15%C. 23% D. 13%E. 24%
ASIAA. 14%B. 29%C. 28% D. 15%E. 10%
10%
11%
15%
17%
12%
A
B
C
D
E
13%
18%
17%
15%
31%
A
B
C
D
E
19%
19%
14%
29%
12%
A
B
C
D
E
14%
7%
17%
24%
27%
A
B
C
D
E
15%
17%
7%
28%
22%
A
B
C
D
E
7%
13%
11%
36%
17%
A
B
C
D
E
24%
18%
16%
19%
21%
A
B
C
D
E
29%
12%
14%
35%
7%
A
B
C
D
E
22%
20%
9%
19%
24%
A
B
C
D
E
15%
12%
8%
21%
41%
A
B
C
D
E
11%
4%
12%
23%
29%
A
B
C
D
E
10%
19%
17%
14%
25%
A
B
C
D
E
21%
15%
11%
11%
31%
A
B
C
D
E
19%
15%
19%
20%
22%
A
B
C
D
E
18%
35%
3%
38%
6%
A
B
C
D
E
13%
8%
8%
35%
20%
A
B
C
D
E
18%
14%
10%
33%
22%
A
B
C
D
E
19%
10%
11%
15%
19%
A
B
C
D
E
17%
13%
12%
28%
18%
A
B
C
D
E
15%
8%
14%
20%
22%
A
B
C
D
E
12%
18%
19%
12%
36%
A
B
C
D
E
16%
21%
7%
19%
35%
A
B
C
D
E
28%
8%
27%
25%
4%
A
B
C
D
E
19%
16%
14%
24%
19%
A
B
C
D
E
17%
10%
21%
13%
36%
A
B
C
D
E
17%
18%
19%
30%
11%
A
B
C
D
E
42%
13%
11%
20%
13%
A
B
C
D
E
17%
12%
18%
34%
12%
A
B
C
D
E
11%
8%
13%
28%
14%
A
B
C
D
E
20%
15%
11%
21%
28%
A
B
C
D
E
19%
27%
8%
16%
25%
A
B
C
D
E
10%
16%
8%
25%
16%
A
B
C
D
E
13%
18%
12%
20%
15%
A
B
C
D
E
8%
11%
8%
42%
10%
A
B
C
D
E
16%
14%
18%
26%
15%
A
B
C
D
E
17%
19%
19%
20%
13%
A
B
C
D
E
30%
12%
13%
30%
9%
A
B
C
D
E
37%
19%
12%
21%
9%
A
B
C
D
E
16%
12%
13%
22%
35%
A
B
C
D
E
23%
16%
8%
11%
36%
A
B
C
D
E
30%
8%
20%
27%
14%
A
B
C
D
E
20%
24%
10%
23%
22%
A
B
C
D
E
7%
5%
7%
9%
6%
A
B
C
D
E
21%
19%
20%
20%
20%
A
B
C
D
E
AGER 2018 | PG.08
BULGARIABELGIUM BRAZILAUSTRIA CZECHCROATIACOLOMBIACHINACANADA
DENMARK GERMANYFRANCEFINLANDESTONIA INDIAHUNGARYGREECEGREAT BRITAIN
ITALYIRELAND LITHUANIALATVIAKOREAJAPAN NETHERLANDSMEXICOMALAYSIA
PORTUGALPOLANDNORWAY SLOVENIASLOVAKIARUSSIAROMANIA SPAINSOUTH AFRICA
THAILANDTAIWANSWITZERLANDSWEDEN VIETNAMUSAUKRAINETURKEY
KEY FINDINGS: Respondents were asked in which area for starting a business support would be most helpful, by selecting one of five alternative answers. The results reveal where entrepreneurial support should be intensified. Globally, the top-three areas respondents wish for support are raising money (23%); help with finances, taxes and regulations (20%); and marketing and identifying customers (18%).
RUSS
IA
73%
43%64%
30%50%
27%
57%36%
70%50%
ROM
ANIA
49%
42%64%
22%44%
51%
58%36%
78%56%
MAL
AYSI
A
MEX
ICO
NETH
ERLA
NDS
NORW
AY
POLA
ND
PORT
UGAL
54%
37%45%
47%50%
46%
63%55%
53%50%
39%
22%64%
21%40%
61%
78%36%
79%60%
77%
33%43%
24%54%
23%
67%57%
76%46%
45%
37%60%
11%60%
55%
63%40%
89%40%
70%
34%39%
23%65%
30%
66%61%
77%35%
78%
35%53%
15%49%
22%
65%47%
85%51%
IREL
AND
ITAL
Y
JAPA
N
KORE
A
80%
44%65%
33%58%
20%
56%35%
67%42%
63%
30%55%
19%44%
37%
70%45%
81%56%
64%
62%64%
34%66%
36%
38%36%
66%34%
80%
35%54%
24%43%
20%
65%46%
76%57%
GREE
CE
45%
39%67%
25%40%
55%
61%33%
75%60%GR
EAT
BRIT
AIN 61%
38%54%
33%62%
39%
62%46%
67%38%
FRAN
CE
GERM
ANY
40%
52%65%
15%67%
60%
48%35%
85%33%
68%
35%50%
20%58%
32%
65%50%
80%42%
CROA
TIA
53%
42%56%
19%55%
47%
58%44%
81%45%
Please imagine starting a business. How would you describe it? For each of the following pairs of statements please indicate which of these two statements applies more to you:
Profit-oriented
Hiring people
In the countryside
Serve customers digitally
Services
Social-oriented
Working alone
In a metropolitan area
Serve customers personally
Products
QUESTION 5
REGION AVERAGES
COUNTRY AVERAGES
AUST
RIA
HUNG
ARY
SLOV
AKIA
TURK
EY68%
37%
69%
69% 61% 55%
59%
56%
41%
38%
47%
34%
56% 37% 38%
40%
32%
47%
46%
47%
30%
59% 53% 63%
50%
56%
58%
25%
25%
32%
28% 19% 23%
21%
47%
13%
42%
49%
61%
50% 48% 65%
67%
50%
65%
BELG
IUM
DENM
ARK
INDI
A
SLOV
ENIA
UKRA
INE
BRAZ
IL
ESTO
NIA
SOUT
H AF
RICA
USA
BULG
ARIA
FINL
AND
SPAI
N
VIET
NAM
CANA
DA
SWED
EN
CHIN
A
SWIT
ZERL
AND
COLO
MBI
A
LATV
IA
TAIW
AN
LITH
UANI
A
THAI
LAND
32%
31%
31% 39% 45%
41%
44%
59%
62%
66%
44% 63% 62%
60%
68%
53%
54%
70%
41% 47% 37%
50%
44%
42%
75%
68%
72% 81% 77%
79%
53%
87%
58%
63%
53%53%
75%51%
39%
76%
19%77%
17%44%
24%
81%23%
83%56%
54%
45%54%
16%58%
46%
55%46%
84%42%
46%
35%62%
20%58%
54%
65%38%
80%42%
63%
9%70%
26%49%
37%
91%30%
74%51%
51%
46%58%
25%55%
49%
54%42%
75%45%
81%
52%57%
38%54%
19%
48%43%
62%46%
50%
64%
32%54%
28%62%
36%
68%46%
72%38%
57%
13%59%
26%43%
43%
87%41%
74%57%
43%
36%56%
21%66%
57%
64%44%
79%34%
52%
51%
40%44%
17%66%
49%
60%56%
83%34%
61%
29%62%
14%54%
39%
71%38%
86%46%
56%
11%68%
24%42%
44%
89%32%
76%58%
35%
33%
50%
35%
46%
20%75%
19%45%
54%
80%25%
81%55%
73%
35%59%
22%60%
27%
65%41%
78%40%
65%
19%67%
46%54%
35%
81%33%
54%46%
59%
34%79%
24%63%
41%
66%21%
76%37%
58%
27%41%
30%32%
42%
73%59%
70%68%
CZEC
H
66%
33%36%
30%58%
34%
67%64%
70%42%
AGER 2018 | PG.09
60%57%
36%
75%
46%
25%
40% 43%
64% 54%
Social-oriented
In the countryside
Serve customers personally
Serve customers digitally
Products
Hiring People
Profit-oriented
Working alone
In a metropolitan area ServicesGLOBAL AVERAGES
VISION OF IDEAL BUSINESS
49%
37%
59%
22%
65%
51% SocialProfit
Hiring people
Countryside
Digitally
Services
63% Metropolitan
41% Working alone
78% Personally
35% Products
51%
33%
66%
23%
45%
60%
38%
54%
23%
56%
62%
29%
58%
35%
48%
49% Social 40% Social 38% SocialProfit Profit Profit
Hiring people Hiring people Hiring people
Countryside Countryside Countryside
Digitally Digitally Digitally
Services Services Services
67% Metropolitan 62% Metropolitan 71% Metropolitan
34% Working alone 46% Working alone 42% Working alone
77% Personally 77% Personally 65% Personally
55% Products 44% Products 52% Products
NORTH AMERICA LATIN AMERICA EU ASIA
KEY FINDINGS: The question about the ideal business reveals which kind of business the respondents actually would like to run. They could choose out of two options in five categories. Globally, most respondents prefer a profit-oriented business (60%) in which they sell a service (54%) personally (75%) to customers. Furthermore, they want to run a business in a metropolitan area (64%) with hired staff (57%). The preferences, though, vary by countries.