own business, we wanted to know if they believe that they ..... My family or friends could never dissuade me from starti
AGER 2016
AMWAY GLOBAL ENTREPRENEURSHIP REPORT
ENTREPRENEURSHIP IN A CHANGING WORK ENVIRONMENT
FACTS AND FIGURES
EDITION
SAMPLE
50,861
7th
50,861 women and men aged 14–99 (representative target groups of the countries’ populations)
FIELDWORK April to June 2016
COUNTRIES
45
Asia: China, India, Japan, Korea, Malaysia, Taiwan, Thailand, and Vietnam Europe: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Great Britain, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden Latin America: Brazil, Colombia and Mexico North America: USA and Canada Due to geographical or political reasons, Australia, Norway, Russia, South Africa, Switzerland, Turkey and the Ukraine cannot be referred to a specific region and are therefore only part of the global average
METHOD Face-to-face / telephone interviews
INSTITUTE GfK Nuremberg, Germany
AGER 2016 AT A GLANCE PAGE 04: POSITIVE ATTITUDE AND ENTREPRENEURIAL POTENTIAL REMAIN HIGH.
AVERAGE EU 74% 39% AVERAGE NORTH AMERICA 86% 47%
AVERAGE ASIA 80% 50%
77%
Positive attitude towards self-employment
AVERAGE GLOBAL
43%
AVERAGE LATIN AMERICA 88% 71%
PAGE 06: INDEPENDENCE AND SELF-FULFILLMENT ARE THE MOST APPEALING ASPECTS TO START A BUSINESS.
50% INDEPENDENCE
47% SELF-FULFILLMENT
Can imagine to start a business
PAGE 08: AESI SCORE REMAINS SIMILAR TO LAST YEAR.
50
PAGE 10: RESPONDENTS THINK THAT SELF-EMPLOYMENT WILL BE MORE LIKELY IN THE FUTURE. 9%
39%
22%
30%
don’t know
PAGE 12: RESPONDENTS AROUND THE WORLD ARE COMFORTABLE WITH SEARCHING AND ACQUIRING CUSTOMERS.
more likely
56% DESIRE
46% FEASIBILITY 49% STABILITY
less likely
as likely
56%
37%
comfortable
uncomfortable
“PEOPLE BELIEVE IN AN ENTREPRENEURIAL FUTURE.” Today’s work environment is different from years ago. More and more, employees around the world are leaving the traditional workplace and pursuing entrepreneurial career paths. Though many have the desire to start their own business, we wanted to know if they believe that they possess the necessary skills and resources to make it possible. Questions like these are what we asked in the 2016 Amway Global Entrepreneurship Report. The 2016 edition is our biggest yet, focusing on “entrepreneurship in a changing work environment.” More than 50,000 respondents in 45 countries took part in the survey and helped create a detailed picture of how people around the world view entrepreneurship. The study showed that people think of self-employment as a more likely career
Doug DeVos President
choice in five years. It also found that a majority of respondents worldwide feel comfortable seeking out and building a client base – a key skill for creating an increasingly flexible work schedule. All of this provides further evidence that entrepreneurs will play a key role in future economies and for society. Our research has shown that entrepreneurs start a business to work independently and find greater fulfillment in their life – opportunities desired by many, especially today’s millennial generation. Entrepreneurs enhance our global economy by creating jobs and investing in the communities they serve. By understanding the attitudes, desires and fears around entrepreneurship, our hope is that we can help inspire and build a more entrepreneur-friendly world for years to come.
Steve Van Andel Chairman
3
POSITIVE ATTITUDE AND ENTREPRENEURIAL POTENTIAL QUESTION 1: How do you see entrepreneurship and can you imagine starting a business? ANSWERS: Positive attitude towards entrepreneurship. Entrepreneurial potential (respondents who can imagine starting a business).
NORWAY 96%
VIETNAM 95%
89%
80%
94% 58%
36%
COLOMBIA
DENMARK
CANADA 88%
NETHERLANDS 86%
SWITZERLAND
46%
AUSTRALIA
77%
82%
LITHUANIA 82%
THAILAND 70%
84%
74%
59%
59%
RUSSIA 73%
87%
SLOVENIA
80%
USA
CHINA
51%
83% 51%
FRANCE
44%
JAPAN 78%
38%
35%
72%
48%
GREAT BRITAIN
79%
CZECH
91%
86%
84%
BELGIUM
ESTONIA
41%
43%
ITALY 72%
15%
POLAND 71%
41%
36%
36%
73%
FINLAND
52%
84%
SOUTH AFRICA 81%
INDIA
TAIWAN
49%
52%
41%
77%
59%
51%
45%
LATVIA
MEXICO 92%
88%
88%
BRAZIL 84%
93% 40%
43%
AVERAGE GLOBAL
SWEDEN
41%
43% CROATIA 70%
MALAYSIA 70%
35%
HUNGARY
AVERAGE ASIA 80% 50%
AVERAGE EU 74% 39%
AVERAGE LATIN AMERICA 88% 71%
AVERAGE NORTH AMERICA 86% 47%
65%
4
UKRAINE 65%
38%
SLOVAKIA
KEY FINDINGS: Again this year, respondents globally have a positive attitude towards entrepreneurship. Their entrepreneurial potential also stays at an encouraging level. The next page displays the results of the participating countries in descending order of the positive attitude.
50%
58% 31%
IRELAND 69%
GREECE 64%
52% 21%
68% 37%
27%
ROMANIA
KOREA
46%
48%
GERMANY 63%
PORTUGAL 67%
66% 36%
SPAIN 62%
27%
AUSTRIA
34%
29%
BULGARIA 59% 24%
TURKEY
42%
33%
5
REASONS TO START A BUSINESS QUESTION 2: In your opinion, which of the following aspects appeal to you as reasons to start up your own business? ANSWERS: Better compatibility of family, leisure time and career. Second income prospects. Self-fulfillment; possibility to realize own ideas. Independence from an employer, being my own boss. Return to job market, alternative to unemployment.
AUSTRALIA
AUSTRIA
CHINA 73% 71% 72% 65% 44%
COLOMBIA
33% 37% 47% 50%
FRANCE
GERMANY 28% 37% 44% 51% 21%
33% 53% 45% 50% 21%
IRELAND 24% 19% 35% 45% 18%
20% 21% 36% 43% 18%
LITHUANIA 31% 46% 42% 51% 21%
MALAYSIA 69% 61% 66% 56% 42%
53% 52% 45% 38% 7%
PORTUGAL 19% 17% 38% 45% 35%
ROMANIA 19% 41% 26% 42% 13%
19% 12% 35% 45% 20%
SWEDEN 37% 40% 69% 66% 37%
UKRAINE 9% 34% 21% 16% 14%
67% 68% 80% 82% 58%
INDIA
AVERAGE GLOBAL
CROATIA
19% 13% 47% 49% 14%
17% 20% 49% 39% 16%
BRAZIL
CZECH
70% 75% 85% 85% 64%
DENMARK
15% 27% 38% 47% 26%
34% 47% 77% 71% 41%
GREAT BRITAIN 27% 18% 38% 49% 13%
23% 33% 38% 42% 34%
ITALY
CANADA
BULGARIA 16% 28% 24% 31% 11%
22% 25% 35% 42% 21%
25% 46% 41% 56% 21%
40% 38% 40% 41% 24%
FINLAND
BELGIUM 46% 52% 79% 70% 45%
27% 32% 47% 52% 32%
49% 50% 64% 71% 39%
35% 44% 52% 53% 24%
GREECE
JAPAN
ESTONIA
HUNGARY 23% 33% 31% 41% 10%
KOREA
LATVIA
30% 29% 37% 16% 6%
17% 13% 38% 26% 17%
30% 39% 40% 50% 19%
MEXICO
NETHERLANDS 24% 21% 47% 56% 25%
NORWAY 36% 33% 54% 44% 25%
POLAND 23% 30% 40% 48% 23%
RUSSIA 19% 31% 25% 25% 12%
SLOVAKIA 21% 36% 32% 44% 14%
SLOVENIA 30% 37% 52% 47% 32%
SOUTH AFRICA 36% 34% 43% 49% 24%
SWITZERLAND 38% 27% 59% 59% 25%
67% 63% 79% 66% 42%
THAILAND 48% 53% 36% 71% 9%
13% 25% 25% 29% 19%
25%
SPAIN
AVERAGE ASIA 50% 50% 54% 53% 29%
AVERAGE EU 25% 32% 44% 49% 23%
AVERAGE LATIN AMERICA 38% 38% 40% 40% 17%
AVERAGE NORTH AMERICA 69% 72% 83% 84% 61%
KEY FINDINGS: Similar to previous years, “independence” and “self-fulfillment” are still ranked as respondents’ most appealing aspects when thinking about starting a business. The next page displays the results in the alphabetical order of participating countries. The answers are sorted in the same order as displayed on this page above.
6
USA
TAIWAN
TURKEY
VIETNAM 59% 56% 58% 76% 50%
7
AMWAY ENTREPRENEURIAL SPIRIT INDEX QUESTION 3: If you think of yourself, do you agree with the following statements (based on the theory of planned behavior; consistency of attitudes, social norms and perceived behavior control)? ANSWERS: I consider starting a business as a desirable career opportunity for myself (desire). I possess the necessary skills and resources for starting a business (feasibility). My family or friends could never dissuade me from starting a business (stability against social pressure).
AVERAGE INDEX GLOBAL 56% 80% 60% 40% 20%
50 49%
63
AVERAGE INDEX ASIA 76% 57% 58%
46%
45
AVERAGE INDEX EU 47% 40% 48%
64
AVERAGE INDEX LATIN AMERICA 88% 60% 44%
54
AVERAGE INDEX NORTH AMERICA 56% 59% 47%
KEY FINDINGS: The Amway Entrepreneurial Spirit Index (AESI) incorporates three equal weighted dimensions: desirability, feasibility, and stability. The global average of the Index remains similar compared to last year. Desire is yet again the strongest dimension, followed by stability and feasibility, which is slightly less distinct globally. The next page displays the results of the participating countries in descending order of the Index value.
8
INDEX COUNTRY
DESIRE
FEASIBILITY
STABILITY
81 4
Vietnam
91%
79%
74%
80 1
India
92%
71%
78%
77 2 Thailand
87%
67%
76%
74 5 China
77%
77%
69%
74 0
South Africa
72%
72%
79%
71 2
Brazil
82%
66%
66%
70 3 Malaysia
82%
63%
65%
64 10 Mexico
93%
58%
40%
59 1 Lithuania
78%
42%
58%
59 11 Slovenia
66%
54%
56%
57 2
Colombia
89%
57%
26%
56 3
USA
61%
61%
47%
55 2
Netherlands
53%
54%
58%
54 5
Sweden
62%
58%
42%
53 1
Finland
55%
42%
63%
52 0
Czech
59%
40%
56%
52 1
Denmark
60%
52%
45%
51 0
Australia
54%
57%
43%
51 1
Canada
50%
56%
46%
51 1
Greece
63%
36%
55%
50 2
Great Britain
48%
55%
47%
50 (new) Taiwan
70%
47%
32%
48 4
Korea
64%
37%
44%
47 8
France
34%
51%
55%
47 2
Latvia
49%
40%
51%
47 3
Norway
47%
53%
41%
47 1
Slovakia
55%
35%
51%
46 5
Belgium
47%
45%
45%
46 4
Italy
49%
43%
46%
46 2
Portugal
45%
39%
54%
45 2
Switzerland
42%
47%
47%
44 0
Estonia
49%
35%
48%
44 8
Ireland
43%
47%
42%
44 18 Turkey
48%
37%
48%
40 12 Croatia
27%
43%
51%
39 2
Hungary
40%
23%
55%
39 5
Spain
41%
38%
39%
36 1
Austria
31%
32%
44%
34 3
Germany
31%
32%
40%
33 5
Romania
34%
21%
45%
33 1
Russia
44%
23%
33%
33 1
Ukraine
35%
26%
37%
32 3
Poland
27%
34%
36%
26 9
Bulgaria
34%
20%
25%
26 7
Japan
42%
13%
24%
Countries with similar score are ranked according to the not illustrated decimal places in data. The arrows and numbers show the change of the Index value compared to last year.
9
FUTURE OF SELF-EMPLOYMENT QUESTION 4: How do you think about the development of self-employment in the next five years? In five years, people in my country will be … ANSWERS: More likely to be self-employed in full-time or part-time than today. As likely to be self-employed in full-time or part-time as today. Less likely to be self-employed in full-time or part-time than today. No answer.
COLOMBIA
AVERAGE GLOBAL
61%
60%
58%
57%
21%
23%
26%
22%
12%
26%
17%
12%
16%
15%
2%
6%
1%
5%
0%
6%
AVERAGE LATIN AMERICA 59% 19% 20% 2%
AVERAGE NORTH AMERICA 43% 25% 30% 2%
10
FINLAND
CHINA
DENMARK
55%
53%
51%
50%
50%
22%
20%
33%
30%
32%
12%
22%
22%
14%
17%
13%
3%
1%
5%
2%
3%
5%
CANADA
FRANCE
SWITZERLAND
GREAT BRITAIN
LITHUANIA
48%
45%
45%
44%
43%
43%
26%
28%
18%
30%
33%
25%
14%
24%
29%
20%
17%
25%
12%
3%
8%
6%
7%
7%
MEXICO
USA
AUSTRIA
BELGIUM
THAILAND
42%
42%
40%
39%
38%
38%
37%
36%
22%
42%
20%
40%
19%
22%
35%
16%
39%
21%
2%
0%
3%
3%
3%
1%
ESTONIA
AUSTRALIA
KOREA
LATVIA
GERMANY
37%
36%
34%
33%
33%
31%
36%
31%
36%
41%
30%
44%
26%
25%
27%
16%
29%
15%
1%
8%
3%
10%
8%
10%
POLAND
SPAIN
PORTUGAL
IRELAND
RUSSIA
30%
30%
30%
28%
25%
25%
29%
41%
27%
25%
26%
40%
33%
11%
31%
30%
26%
14%
8%
18%
12%
17%
23%
21%
GREECE
JAPAN
ROMANIA
CZECH
BULGARIA
25%
24%
22%
22%
21%
20%
29%
18%
40%
29%
38%
30%
12%
55%
37%
23%
27%
18%
34%
3%
1%
26%
14%
32%
SLOVAKIA
KEY FINDINGS: The majority of respondents worldwide believe that self-employment will be a more likely choice within the next five years. Only one fifth believe that self-employment will be a less likely option in the future. The next page displays the results of the participating countries in descending order of the likeliness of more self-employment.
SLOVENIA
28%
UKRAINE
AVERAGE EU 35% 30% 24% 11%
TAIWAN
57%
CROATIA
AVERAGE ASIA 45% 32% 20% 3%
NORWAY
7%
ITALY
30%
VIETNAM
61%
MALAYSIA
39%
INDIA
13%
SOUTH AFRICA
22%
NETHERLANDS
73%
SWEDEN
9%
BRAZIL
HUNGARY
TURKEY
19%
18%
18%
38%
43%
43%
24%
26%
18%
19%
13%
21%
11
COMFORTABILITY TO SEARCH AND ACQUIRE CUSTOMERS QUESTION 5: How would you feel if you would have to search for and acquire your own customers as a self-employed person? ANSWERS: Comfortable. Uncomfortable.
AVERAGE GLOBAL
VIETNAM
COLOMBIA
LITHUANIA
SOUTH AFRICA
96%
84%
79%
75%
75%
73%
4%
15%
20%
23%
20%
18%
SWEDEN
THAILAND
BRAZIL
CHINA
USA
NORWAY
72%
72%
71%
69%
66%
65%
26%
28%
24%
29%
33%
31%
SLOVENIA
GREAT BRITAIN
FINLAND
NETHERLANDS
TAIWAN
CANADA
65%
64%
63%
63%
63%
62%
33%
32%
31%
36%
36%
37%
ITALY
AUSTRALIA
FRANCE
DENMARK
INDIA
SWITZERLAND
62%
60%
59%
58%
57%
55%
37%
39%
36%
38%
39%
42%
LATVIA
37%
MALAYSIA
MEXICO
PORTUGAL
CROATIA
ESTONIA
IRELAND
BELGIUM
54%
54%
52%
52%
49%
48%
41%
39%
36%
41%
34%
49%
56% GREECE
POLAND
AVERAGE EU 51% 40%
AVERAGE LATIN AMERICA 77% 21%
AVERAGE NORTH AMERICA 64% 35%
12
AUSTRIA
48%
47%
47%
44%
43%
49%
36%
38%
34%
45%
51%
ROMANIA
UKRAINE
SPAIN
JAPAN
SLOVAKIA
40%
38%
36%
35%
33%
33%
53%
37%
31%
53%
66%
51%
BULGARIA
KEY FINDINGS: More than half of respondents worldwide would feel comfortable searching and acquiring their own customers as a self-employed person, which is a fundamental and indispensable skill when it comes to founding one’s own business. The next page displays the results of the participating countries in descending order of the comfortability.
CZECH
TURKEY
48%
GERMANY
AVERAGE ASIA 62% 36%
RUSSIA
HUNGARY
KOREA
31%
31%
28%
36%
59%
62%
13
HISTORY OF AGER 2008
Respondents: 1,000
2009
Respondents: 900
2010
Respondents: 12,000
2011
Respondents: 13,000
2012
Respondents: 18,000
2013
Respondents: 26,000
2014
Respondents: 44,000
2015
Respondents: 50,000
Amway begins representative entrepreneurship research in Germany.
Amway continues representative research about the image of entrepreneurship in Germany.
Amway issues the first Amway European Entrepreneurship Report in 11 countries. Focus: The Future of Entrepreneurship.
One more country took part in Amway European Entrepreneurship Report: 12 countries. Focus: The Next Generation of Entrepreneurs.
Amway European Entrepreneurship Report expands to 16 countries. Focus: The Unleashed Potential of Entrepreneurship in Times of Crisis.
Amway creates the first global report, AGER, encompassing 24 countries. Focus: Encouraging Entrepreneurs – Eliminating the Fear of Failure.
AGER expands to 38 countries including all BRIC countries. Focus: Advancing Entrepreneurship Education – Are Entrepreneurs Born or Made?
Introduction of the Amway Entrepreneurial Spirit Index and further expansion to 44 countries. Focus: Advancing the Entrepreneurial Spirit.
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