According to a study published by Wolters Kluwer, a global company specializing in software solutions and services, young entrepreneurs have developed a natural inclination for problem-solving and seeking answers on their own. Furthermore, they are more likely to start businesses that have a positive impact on the world, use technology to their advantage, and are more likely to be flexible and adaptable, according to the survey. All these characteristics are viewed positively by more experienced entrepreneurs who already have established brands in the market.
Influencing corporate culture, exchanging experiences, revolutionizing the market, listening with humility, the ability to innovate, among others, are lessons that are on the learning list of experienced leaders. CEOs and founders of companies from various sectors share what they learn daily from the new generation of entrepreneurs working in their companies.
“The richness of diversity between generations has directly influenced our culture”, Lucas André, CEO and founder of Fast Tennis.
Diversity among generations creates a rich and balanced culture between agility and maturity. Our business model needs to be flexible and adaptable to consumer transformations, and the meeting of generations has been fundamental for this. One point that greatly enriches our discussions and decision-making is the diversity of our team, which includes members of various ages. The richness of intergenerational diversity has directly influenced our culture. With a variety of ideas and the boldness to question the status quo, young people bring an innovative, flexible, and adaptive mindset that often complements the maturity and experience of more senior professionals, says the CEO of Fast Tennis, a network of tennis academies that offers an innovative approach and is dedicated to transforming the sport into a unique and fun experience.
“The exchange of experiences is fundamental for the success of the business”,Claudinei dos Anjos, CEO and founder of Anjos Mattresses & Sofas
The entrepreneurial spirit is something innate, regardless of age. Some people are born with the ability to innovate, create, and seek opportunities, while others, if they do not demonstrate this, may never develop it. "An example of this is my son Leonardo dos Anjos, who in the franchise project took on the responsibility for expansion and, by studying and connecting with major entrepreneurs, helped in the evolution. He exemplifies what it means to be an entrepreneur: always seeking to improve oneself, take on new responsibilities, and evolve. It is essential to invest in young people, who are more capable of understanding innovations in social networks, artificial intelligence, and other emerging technologies. This generation is more alert and unafraid to take risks; in contrast, older individuals can contribute with their entrepreneurial spirit. With a combination of experience bringing a new perspective to business," he states.
“Prejudice against young people cannot exist, as they are revolutionizing the market”, Ycaro Martins, CEO and founding partner of Vaapty
In a more dynamic world, the younger generation of entrepreneurs who are revolutionizing the market through technology. "They are creating everything from banks to startups, developing solutions that connect us and bring efficiency to the consumer through technology and creativity. They are people who consume a lot of data and gain more insights with these tools. At the same time, we realize that they are also a generation that takes risks, creates, and invests time in seeking things with a significant impact on the market," says Ycaro Martins, CEO and founding partner of Vaapty. The entrepreneur also has the habit of listening to his team to bring insights and solutions that will influence process utilization and the creation of solutions, such as the idea from younger professionals on his team, who encouraged using artificial intelligence to boost sales. This exchange also occurs between the younger and older members through weekly meetings with the team and monthly meetings with the council. The CEO of Vaapty points out that younger companies have a culture embedded within the company, ranging from celebrations to daily processes, and they bring a perspective that is not practiced in most companies, but it is something he draws inspiration from and applies in his own company. "The older leaders need to be attentive to what this generation can bring to add value, whether in the business model, company culture, or how to implement it in their operations. Prejudice against the younger ones cannot exist, even if this is a more challenging generation. They have many good qualities and are revolutionizing the market," said the CEO.
“Working on the exercise of humility by listening to these young people is more than just advice, it is a necessity for the continuation of innovation and continuous improvement in the company”,Cristiano Hoffmann, Operations Director at DoctorFit
Generation Z brings with it a faster mindset for problem-solving, quicker solutions, ease and familiarity with technologies, explains Cristiano Hoffmann, operations director of DoctorFit, a franchise of personalized training studios with an innovative methodology. "Look, if you can connect the company's vision with each person's current purpose, even if it doesn't last long, it will add a lot to the company. Another point is that, being digital natives, introducing new systems and processes involving online tools becomes easier when you have Generation Z entrepreneurs," he says. The operations director of DoctorFit reports that a franchisee of the network developed an initiative to improve customer retention, and the response was very positive. Overall, our business model has always been good, with a monthly customer loss of 5%. Now, with his strategy, our loss has decreased to 2%, meaning we have increased the customer's stay in our business, he explains. The franchisor brought close young franchisees with extensive knowledge in technology, marketing, sales, and management, which elevated the company to another level, because now, in addition to a technical approach and highly functional system, the network has all the elements that a business performance requires. "Entrepreneurship in Brazil, by itself, is already a risky business; therefore, practicing humility by listening to these young people is more than advice, it is a necessity for the sustainability of innovation and continuous improvement in the company. Be humble, listen to these young entrepreneurs for what they do best. Use your experience to guide them, but rely on their energy for execution," advises Cristiano Hoffmann.
“Diversity of thought creates a healthy balance and broadens business vision”, Rafael Schinoff, CEO and founder of Standard Nursing
The new generation has a lot to teach, especially regarding technology and new work formats, such as hybrid and remote. As someone from Generation X, I realize that young people enter the market with a more flexible mindset, less attached to the traditional CLT model, and more open to exploring different ways of acting. This trend forces companies to adapt, which I consider a necessary evolution. We, as entrepreneurs, need to be willing to integrate these changes into our businesses. In our company, for example, the communication and marketing sector has been directly influenced by the vision of young entrepreneurs. They bring a natural ease in adapting marketing strategies to new digital channels, connecting more effectively with our target audience. This ability to adapt has modernized our communication and positively impacted the way we relate to customers. Although, at times, my generation has resistance to certain changes, young people encourage us to be more flexible, which is extremely beneficial for the organization's growth, he declares.
“The creativity of young people, combined with the experience of older people, can generate great innovations for the business”, Rosane Argenta, CEO and founder of Saúde Livre Vacinas.
This exchange between generations is enriching, One of the biggest insights was the importance of being more objective in management, using tools and systems to monitor the business. While the younger ones can learn resilience and patience, the more experienced gain agility by adopting innovative tools and methods.As an experienced leader, I have learned a lot from the new generation of entrepreneurs and the younger team members. An interesting example came from a franchisee who brought a playful concept from another segment into our operation. She customized vaccination plans and created themed characters, such as "Baby Mundi Travel," a plan for traveling babies. This approach not only caught the customers' attention but also made the vaccination moment more enjoyable for children and more reassuring for parents. We frequently hold events where standout entrepreneurs share their success practices, which has been valuable for everyone. Young entrepreneurs, in particular, have a more analytical approach. They want clarity about the investment and the return, and they use metrics precisely to measure the results in the short, medium, and long term. This contrasts with more experienced entrepreneurs, who tend to invest time, money, and energy without measuring efforts too much, trusting persistence to achieve results," he declares.
“Young entrepreneurs have much more environmental and social responsibility”, Rodrigo Bourscheidt, CEO and founder of Energy+.
A Energy+ has many employees aged between 20 and 25 years old, who think in a more integrated and communicative way. Several tools were implemented based on ideas from this team, such as the Chatbot, the integration between platforms, and the company's visual identity. "To Tarsila, a young woman from Generation Z, started at the company as a receptionist, quickly moved to a front desk clerk, and rapidly assumed leadership roles at Energy+. She solved distributed generation problems we had before her arrival. When we founded our association, she became vice-president and is now a franchisee of the network. What I can say is that this generation is the strength of our work and, on the other hand, is also the consumer of our products, which are completely modern, connected, and aimed at the young audience, who have much greater environmental and social responsibility, and this aspect makes all the difference in our business. Yes, it is a challenge to adapt, but when we manage to make the transition, the result is extraordinary," says the executive.
“What catches my attention is young people’s detachment from change”, Cristiano Corrêa, CEO of Ecoville
Young people give valuable lessons and insights, especially regarding the speed of learning. They are prepared to learn in many different ways, whether through writing, audio, video, school, mentoring, and everything else. What catches my attention is the detachment from change because they are focused on the result and, being a younger generation, they have a very immediate mindset. At Ecoville, there is a young female employee with a degree in Law. She was a lawyer but didn't find herself in the profession, so she tried Architecture and also didn't identify with it, finally arriving at Marketing. These are completely different fields, with the first two being exact sciences. This generation teaches me a lot about not being afraid to try as many times as necessary. The advice I give to new leaders is that often the anxiety to do something new doesn't always work out, we know that, but it's important to listen, to pay attention because this new group has a broader vision and can see things that might be in our blind spot. So, listen to this generation, create opportunities for them. Do a small test, validate the process, the idea, and then scale up. The result can be surprising, he says.
“I think the exchange of knowledge and skills that comes from this new generation of entrepreneurs is important,” João Piffer, CEO and founder of PróRir.
Today’s young people tend to have more direct communication, less hierarchical, and are more open to feedback and collaboration. They are very focused on process agility and often adopt a mindset of constant innovation, encouraging experimentation and rapid adaptation, allowing companies to quickly adjust to market changes. "Previously, we operated as a company responsible for managing the entire digital marketing of the network. In addition to not working with a variety of images and videos that included different ethnicities, genders, ages, sexual orientations, and abilities, which are our target audience, we had a very long delay in communication, interaction, and engagement on social media. So we decided to appoint a young person to be responsible for this sector. The strategic change was huge and immediate. Our narratives became more diverse, with stories of people from different backgrounds and experiences, showing how our service meets different needs. My advice to leaders is to be open to change, keep their minds willing to listen to and consider the ideas and perspectives of the new generation. Promote a collaborative environment, value diversity and inclusion, experiment more, be innovative. Always demonstrate willingness to adapt to the new and celebrate your victories with your team," says Piffer.
“The new generation always brings innovation to the company”, Luís Schiavo, CEO and founder of Naval Fertilizers.
Promoting meetings, technical training, and idea exchanges are essential to challenge the company's young employees to create innovative projects to do things differently within the traditional agriculture sector. For this, Naval Fertilizantes also conducts constant national and international trips with the entire team to seek the best in the market in terms of innovation. We had a case in Sorriso (MT) where the employee applied a product and, in addition to visual assessment, he ordered leaf analysis and confirmed the positive result. This helped us a lot to close the deal, it became a case study and now we are implementing it with all clients as a network standard. My advice to entrepreneurs is to always be attentive to what is happening around them, always learning and always seeking to talk to younger people to understand that their way of thinking is not the same as that of the younger generation. So, both are of great value to the market, but the young person is part of the generations that are changing the world, he says.
“The new generation of young entrepreneurs challenges traditional methods and with innovative strategy and lots of technology will shape the future of business”, Renata Barbalho, CEO and founder of Espanha Fácil.
Working together with these young people is not only an opportunity to share experiences but also to learn from their innovative spirit. Fundamental to stay competitive in a constantly changing environment. "My participation in various entrepreneurial clubs in Brazil and in business councils in Spain gives me the opportunity to interact directly with this new generation of entrepreneurs. In many of these meetings, both in Brazil and Spain, the exchanges are enriching. I give and receive advice, learning from the innovative ideas of these young entrepreneurs. They are deeply connected to technology and show that, even being young, they have a mature vision of the challenges of the current market. The value of this knowledge exchange between generations is immense, as it strengthens both the experience base and the capacity for innovation. Companies that understand this collaboration are prepared to continue growing, relying on continuous learning and the union of forces between young and veteran professionals. With nearly 17 years of operation, Espanha Fácil has always combined traditional methods with a wide range of personalized services," he comments.
“Young people who bring cool insights, especially when it comes to connectivity and innovation”Angelo Max Donaton, CEO and founder of Lavô.
Fostering coexistence among people of different ages and extracting the positive side of each experience is a fundamental factor for Lavô. With the aim of simplifying and democratizing self-service laundries in the country, the network extends this goal also to its service providers, and everyone has an open channel for exchanges and suggestions. Our operation is entirely outsourced, and within the companies that provide us with services, there are many young people who bring great insights, especially regarding connectivity and innovation. I believe it is necessary to listen to this generation, keep the channels open at all times, and always encourage different opinions. On the network, we have this diversity, and it helps us in small gestures, such as the franchisees' difficulty with the step-by-step management within the platform, for example. One of our young partners noticed this difficulty and created an instructional document on how to click, view, and download the document. This helped a lot, and today we follow this model so that everyone can have the information in the same way, without this digital barrier that is so natural for this generation.
“With today’s young people, the exchange of knowledge flows through a lot of conversation and alignment”, Felipe Buranello, CEO of Maria Brasileira
Empathy and willingness to share knowledge are characteristic traits of today's youth. "This new generation has a side of caring very genuinely for people, in all aspects. I believe we have always cared, but the arrival of entrepreneurs from this generation seems to have completed us, overflowing what was already good. Among the many benefits that living with this generation brings us, one of the main positive points I see in today's youth is that the exchange of knowledge flows through a lot of conversation and alignment. Therefore, I believe in the importance of prioritizing exchanges between team and leaders, to always stay informed and not just be the person who speaks, but also the one who listens. The CEO is not just the figure who has to give feedback; on the contrary, they must also receive it, and I feel this is a very opportune moment for that," he affirms.
“The energy and willingness of new leaders are valuable characteristics,” Eleandro da Costa, CEO and partner of Jumper! Professions and languages
The new entrepreneurial generation has a leadership profile characterized by collaboration and involvement, according to Eleandro da Costa, CEO and partner of Jumper! Professions and languages: "We have many young people taking on leadership roles, both in the franchise and the franchisor, and this has been essential in driving our team-oriented and innovative work culture," he says. In the education network, which offers more than 40 vocational and foreign language courses for children and adults, the CEO states that the 'Turminha Kids' initiative originated from a young team member, a concrete example of how the new generation is bringing innovative ideas to the brand. "The initiative addressed a real market need and yielded positive results, demonstrating the power of young people's creativity. The energy and enthusiasm of the new leaders are valuable traits. They have the ability to dedicate themselves to new projects with enthusiasm and are not intimidated by challenges. However, for this energy to translate into concrete results, it is essential to provide the necessary tools and support, as well as an experienced mentor to guide and direct them through this development process," explains Eleandro. To encourage participation and creativity, they hold meetings that promote idea exchange, active listening, and the freedom for leaders to feel confident in presenting their ideas and implementing their plans. "The ability to think outside the box and openness to new ideas and trends are defining characteristics of the new generation. They demonstrate great initiative in seeking innovative solutions and adapting to market changes. This open and proactive mindset is essential for companies to stay competitive in a constantly changing world," says the CEO of Jumper! Professions and languages.
