Gen E Unleashed: Mastercard Report Announces Youth-Driven Entrepreneurial Revolution

Mastercard's 2025 report identifies a seismic shift in entrepreneurship globally, with millennials and Gen Z leading the emergence of "Generation Entrepreneur" (Gen E). More than 75% of young women in EEMEA and the UK are starting businesses, driven by technological innovation and the need for economic independence. Segments such as AI-powered technology, e-commerce, and green products lead, while issues still exist in funding access and security. In Egypt, 98% of female entrepreneurs forecast revenue increase, and Uganda's youth call for system reforms. Mastercard identifies Gen E's leadership in transforming economies, focusing on AI uptake and mentorship to close gaps.

Source: Mastercard Research, Young Africa Works Dialogue