Simple enticing phrases like “make money for yourself” are not getting the exposure they deserve, as a means to encourage more twenty-somethings to set up their own business.
Tomorrow’s Richard Bransons and Anita Roddicks say the perks of self-employment are unhelpfully buried behind jargon that “doesn’t bring opportunities to life.”
Neglecting so-called ‘plain-English’ means youngsters’ understanding of the business models they could use to ‘be their own boss’ is hazy and ambiguous.
Simplifying language about running a business, and showing the benefits through young role models is the answer, a spokesperson for the research told Freelance UK yesterday.
Government and lobbyists pushing for higher rates of self-employment in the UK should heed the warning; the more jargon – the more likely youngsters are to switch off from their business dream.
“Demystifying different business models by simplifying language, or by bringing them to life through promotion of role models, is an important way in which businesses can help to fuel an enterprise culture amongst young people,” said Raj Patel, of the Make Your Mark campaign, which commissioned the research.
Joined by Domino’s, the leading franchisor, the campaign set out to explore the barriers 18-30 year-olds face in becoming ‘business owners.’
Two-thirds of respondents felt businesses continue to use “off-putting language”, to which the majority said they find it difficult to relate.
They want to see language that inspires or motivates, like everyday phrases such as ‘being my own boss,’ ‘making money for me’ and ‘using my own ideas,’ the research authors said.
According to 86% of the youngsters it’s company owners and entrepreneurs, not Government, that should rise to the challenge, by spelling out the merits of self-employment, freelancing or franchising.
Chris Moore, chief operating officer at Domino’s Pizza, said: “Assumptions and misunderstandings clearly restrict the potential of many thousands of young people who want to put their enterprise into action.
“Business appears to be denying itself access to a huge pool of potential talent by not removing some simple barriers.”
Most 18-30s believe there is a shortage of young role models to prove that self-employment is achievable and rewarding, while a fifth resort to TV shows like Dragons’ Den for motivation.
“Of course, many people successfully access the inspiration and information they need to start a new business, through franchising or by going it alone,” Mr Moore added.
“But our issue today is how to open up opportunities for an even greater number of people by making the world of enterprise a more accessible place.”
The research also suggests that the British Franchise Association has its work cut out, as the message that franchising can be less risky than ‘going it alone’ is not being heard.
In fact, the respondents singled out franchising as a particularly off-putting area, meaning today’s 18-30s are more likely to set up a company themselves, rather than join a ‘ready-made’ business.
Oct 12, 2006
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