I recently saw a Mercedes-Benz commercial that struck a chord. Sleek visuals, confident energy, and a subliminal message: “That First Mercedes Feeling.” Clearly aimed at Gen Z and young Millennials, the ad celebrated that first luxury milestone of making it but in a form that was noticeably more compact, efficient, and accessible. A break from tradition, and in many ways, a reflection of the generations themselves.

It is brilliant marketing. But more than that, it prompted a question worth exploring: If this is how luxury carmakers are reimagining ownership for younger generations, what are we doing to introduce these generations to the idea of entrepreneurship and business ownership?

The answer, at least in part, is that we must reframe entrepreneurship in ways that resonate with the values of these generations. It’s not about selling the dream of yachts, corner offices, or Rolexes anymore. It’s about aligning with purpose, flexibility, impact, and yes, minimalism. And it’s about removing the outdated assumption that building a business must start with grand ambitions or external validation. Sometimes, it’s just about starting.

Entrepreneurship needs a new story, one that feels real and reachable. And it starts by making space for the following ideas:

Redefining Success Beyond Materialism

Gen Z and younger Millennials are often described as more minimalistic than its predecessors, not out of scarcity, but by choice. They value experiences over things, sustainability over excess, and transparency over status. For them, success isn’t defined by accumulation. Instead, it’s increasingly defined by autonomy, impact, and values alignment.

So, the financial aspect of entrepreneurship must be reframed. Not as a means to amass wealth for indulgence, but as a tool to support independence, fund causes, and drive change. Financial empowerment can mean creating jobs in their communities, launching environment-conscious ventures, or supporting mental health initiatives. These are the metrics that matter.

Social Issues as Business Foundations

Social and societal issues aren’t just side concerns for these generations—they’re starting points. Gen Z and younger Millennials, are more apt to separate business from values. They expect the companies they support, and the ones they build to stand for something. Environmental action. Inclusivity. Mental health. Ethical tech. Entrepreneurship should be positioned as a platform to act on these convictions, not in spite of them.

Traditional business education and mentoring programs often skim past this. But for these younger generations, it’s not extracurricular, it’s central. To engage them, we must help them build ventures rooted in what they care about. And we must provide them ways to make “making a difference” the business model, not the footnote.

Smaller Footprint, Bigger Intent

Much like the compact Mercedes in the commercial, today’s young entrepreneurs don’t necessarily want to start with sprawling office space, dozens of employees, or multi-tiered hierarchies. They favor lean models, gig-economy structures, and digital tools that keep things nimble.

The idea of a “starter business” should reflect this shift. A digital storefront, a service business, or even a single-product brand is not a consolation prize—it’s a proving ground. The focus should be on agility and experimentation, not perfection. If we position entrepreneurship as flexible and capable of evolving with the founder, it becomes far less intimidating and far more inviting.

Education Through Creation

Many Gen Zers and Millennials have grown up creating content, launching side hustles, and building digital communities. But they don’t always connect these activities to the broader frameworks of entrepreneurship. There’s an opportunity here not to formalize their creativity, but to validate it.

Imagine a new kind of entrepreneurship curriculum, one that doesn’t begin with case studies of unicorn startups, but with the tools these generations are already using: Discord servers, Etsy shops, TikTok brands, Finstas (private or secret Instagram accounts) with a purpose. The best learning often comes from doing. We should make the act of “starting something” the new classroom.

Access as Equity

Lastly, let’s not overlook the financial gatekeeping that still surrounds business ownership. For Gen Z and young Millennials to feel that entrepreneurship is for them, access to funding, mentorship, and networks needs to become more accessible. Microgrants, community-based crowdfunding, equitable lending, and non-traditional accelerators can play a role here. So can shifting narratives, making it clear that you don’t need to wait for permission or perfection to begin.

The Takeaway

The Mercedes commercial, although showcasing a car, really represented a mindset: You’ve made it. Your first is more than a beginning—it’s a milestone. You’ve earned it. Embrace it. Revel in the moment and everything it represents.

It’s a lesson we should apply to entrepreneurship. If we want to inspire the next generations of business owners, we need to meet them where they are, not just in style or format, but in purpose and values. Let’s reimagine the entry point. Let’s connect business with meaning. Let’s help them build, not for the sake of building, but to shape the world they want to live in.

And maybe, just maybe, their first venture will be the first thing they truly own, just like that first luxury car.

A Final Thought

Now, all of this has me thinking about Janis Joplin’s song, Mercedes Benz, a satirical take on materialism, released in 1970 during a time of major societal change. Sung a cappella, it mocked the idea that happiness and status could be bought, especially through luxury brands. The song became a symbol of counterculture irony, critiquing consumerism while reflecting the tension between authenticity and the growing influence of commercialism.

It begs the question; have we come full circle?

Make today a great day. Make it happen. Make it count!

About the Author

Paul Segreto brings over four decades of hands-on experience in franchising, restaurants, and small business development. A passionate advocate for entrepreneurship, Paul has helped countless individuals turn their visions into thriving ventures. Ready to take your next step in business or looking for expert insight to overcome today’s challenges? Reach out directly to Paul at paul@acceler8success.com—your path to success may be one conversation away.

About Acceler8Success Group

Acceler8Success Group is where entrepreneurial ambition meets expert execution. We partner with entrepreneurs, founders, and business leaders to ignite growth through a tailored hybrid appoach of coaching, consulting, and business advisory. Whether you’re launching your first venture or scaling your next big idea, our team is ready to help you accelerate success. Let’s build your future—visit and connect with us today at Acceler8Success.com.