Small Business Owner Optimism Shines Through 2024

We love a feel-good story, and this one is truly compelling. With all the pessimism surrounding inflation, it’s welcome to see a study that reveals a bit of a bright spot for small business owners. The recently published Amex Trendex: Small Business Edition unveiled that 90 percent of small businesses surveyed for this study were optimistic their businesses would hit their 2024 goals. And with just a few more months to go, that’s welcome news. Let’s dive a bit more into these findings.

According to Gina Taylor Cotter, EVP & GM, Small Business Products at American Express, “At the mid-point of 2024, we asked small businesses to look back on the goals they set for the year, and we found that they’re satisfied with their progress and successes over the first half. Younger and digitally-native business owners are feeling particularly energized by the possibilities and resources available to them, and they’re thinking creatively about new ways to grow their businesses.”

Confidence and Future-Focused Strategies

A large portion of those surveyed (83 percent) noted the last few years meant they had to think outside-the-box to reach their goals, but 87 percent also felt more assured in their skills. A lot of SMB owners are trying new methods to make an impact on new customers, including: creating a business social media profile (57 percent) and collaborating with other companies or brands (33 percent). Interestingly, 92 percent of respondents are confident they can prepare their company for the future. And 83 percent agree the financial tools they implement to keep their business running are equally as important as the ones they use to make or sell their products. How would business owners spend an additional $15K or $100K? Respondents noted they’d invest in marketing and advertising, technology updates, and new products or services.

Generational Differences

There tends to always be a difference between Millennial/Gen Z and Gen X/Baby Boomers when it comes to… well, everything. And in terms of this survey, these groups continue to express different business objectives. When asked about long-term business goals, Millennials/Gen Z respondents were 9 percent more interested in growing their employee base than Gen X/Baby Boomers, and 10 percent more interested in expanding into new sectors. Millennials/Gen Z were also 2 times as interested as their older counterparts to introduce their business in new locations. Both groups agree business longevity is a major long-term goal.

What about technology? It’s not surprising that 70 percent of Millennial/Gen Z respondents feel they’re quick to adopt new technologies, which is double what the older groups said. Sixty percent of the younger cohort also mentioned running a digitally native business, where just 36 percent of Gen X/Baby Boomers do. When asked about everyone’s favorite topic, Artificial Intelligence (AI), 59 percent of Millennial/Gen Z business owners are already using it, and 34 percent of Gen X/Baby Boomers are. As for what these 2 groups see as valuable AI tasks, Millennials/Gen Z’ers seek it out to automate routine tasks; Gen X/Baby Boomers like it for chatbots, virtual assistants, fraud prevention, and managing their workforce. Why did some respondents neglect to adopt AI? Well, 30 percent felt it wouldn’t be helpful, 28 percent simply don’t trust it, and 26 percent don’t understand it enough.

Who participated?

This survey was conducted by Morning Consult LLC (on behalf of American Express) between June 7 and June 18, 2024, and included 1,103 U.S. small business financial decisionmakers. Business size ranged from 10 employees or less, up to 101—500 employes.

It’s always refreshing to see the data behind small businesses today, especially when that data is showing optimism and excitement for the future. We’ll continue to monitor the latest research findings as they relate to small businesses and entrepreneurs like you—because being informed is the best way to reach your goals. Stick with the Financial Pantry; we’re always cooking up great content, tips, and trends across every industry.

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