Want to know something that’s even harder than marketing to Gen Z? Becoming an entrepreneur. Yet that’s precisely what 97% of Gen Z in the UK aspire to do according to an Open University study. And that’s not the half of it. “This is a generation that has actively had entrepreneurial opportunities growing up – in many ways, if you’ve grown up managing your personal brand on Instagram, you’re much better wired to think of yourself as an individual brand” says Arun Sundararajan, a business professor at New York University.