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Growth continues, but feels harder won1
Even with the challenges of current market conditions, business owners remain resilient. While economic pressure is still present, statistics show stress levels amongst business owners are easing across major categories. Data also suggests they are pushing forward with a focus on growth.2
Economic environment
Down by 8 percentage points from 2025
Inflation
Down by 4 percentage points from 2025
Competition
Down by 10 percentage points from 2025
Consumer spending
Down by 8 percentage points from 2025
Pursuing growth
91% of owners still plan to invest in growing their business over the next year.2
Only 3% of the 1,000 business owners surveyed in early 2026 plan to sell their business, signaling steady confidence and a willingness to keep investing.
- 60% Plan to hire
- 56% Plan to invest in more capital
- 46% Prepare to launch a new product or service
- 30% Look to expand into a new geographic market
Gen Z's impact on growth
As data points to a more growth-minded outlook, Gen Z is helping turn confidence into action. Nearly a quarter prefer higher-stakes moves in pursuit of growth, reflecting a shift toward opportunity over predictability and fueling stronger momentum. By-the-numbers:3
Report business growth
Start from a passion project
Build from a side hustle
Say their business grew significantly
Redefining business success
For Gen Z owners, success is not defined by revenue alone. They are more likely to prioritize brand presence, cultural relevance and audience growth over predictable income. This broader view of success reflects a more dynamic approach to building a business, where connection, visibility and long-term momentum matter just as much as financial stability.
Where Gen Z invests in building brand presence4
-
75%
of small businesses report using Generative AI
-
56%
of owners report using AI for marketing and sales strategies
-
51%
of owners report using AI for content creation
-
51%
of owners report using AI for information gathering
-
44%
of owners report using AI for process automation
The rise of digital banking solutions
Even as AI implementation rises, owners are staying focused on resources that deliver immediate, practical value, from simplifying their business operations to improving their cash flow and reducing payment friction.7 Adoption is growing fastest in payment and operational solutions, but even foundational solutions like payroll, invoicing and CRM are becoming standard, signaling a shift toward more connected, streamlined processes.
Solutions for streamlined operations
- 60% payment processing solutions
- 53% accounts payable and receivable solutions
- 53% contactless payments, digital wallet or P2P solutions
Foundational solutions
- 47% payroll solutions
- 46% integrated bill pay and invoicing solutions
- 40% CRM systems
How small business owners have adapted and grown
The U.S. Bank Small Business Owner Perspective Survey captures insights from 1,000 small business owners across the country, including 200 Gen Z owners. Explore how owners have historically managed economic pressure, invested in growth and adapted to new technologies.
Survey archive
Related articles
About the research
20-minute survey among 1,000 U.S. small business owners with annual revenue of $25 million or less and between two and 99 employees. Fielding for this study was conducted in Spring 2026, and the margin of error is ±3.1% for the U.S. owners.
Disclosures
- Q2: Over the past year, how would you characterize the growth of your business?
- Q4: Which of the following options, if any, are you planning to do in the next 12 months?
- Q20: Which of the following best describes how your small business began?
- Q23: Do you currently use any of the following strategies to grow your business?
- Q7: Are you using Generative AI (e.g. Chat GPT, Claude, Gemini, Copilot) for your business?
- Q9: In which of the following ways are you leveraging Generative AI at your business?
- Q12: Which of the following solutions does your business currently use?
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