More than a third of parents would rather their child started a business than went to university

New research finds 85% of parents would support their child starting a business, as attitudes towards university shift.

young women in suits holding folders

Getty/sturti

Published: August 11, 2026 at 11:01 AM

Save

More than one in three parents would rather their child started their own business than went to university this autumn, new research suggests.

Ad

The findings from Virgin StartUp come ahead of this week's A-Level results day, as thousands of young people consider their next steps.

What to see more MadeForMums in your search results? Tell Google!

From parenting news to expert advice and trusted product recommendations, make sure you don't miss the MadeForMums content that matters to your family. Add MadeForMums as a Preferred Source on Google.

The research was based on a survey of 1,000 UK parents with children aged 13 to 21. It found that 85% of parents would support their child starting a business this year, while 41% believe a university degree is less important for building a successful career than it was 20 years ago.

Why are parents changing their minds about university?

The cost of higher education appears to be a major factor. Of the parents surveyed, 63% cited the cost of education and associated debt as a reason for changing attitudes towards university.

More than half (56%) pointed to the fast-changing job market, while 54% said there are now more widely understood routes to career success outside university.

There is also a growing sense that entrepreneurship could offer young people an attractive alternative. Almost six in 10 parents (59%) said they believe entrepreneurship is a more appealing career option than it was two decades ago.

And 62% believe advances such as social media and AI have made it easier for young people to start a business straight out of school.

Parents are teaching entrepreneurial skills at home

The research suggests parents aren't simply becoming more supportive of entrepreneurship, they're actively helping their children develop skills that could be useful in business.

Three in five parents (63%) said they are already encouraging an entrepreneurial spirit at home. The most common ways include:

For many parents, enjoying their work is also becoming more important than following a traditional career path. Two-thirds (66%) said the most important thing is that their child enjoys what they do, while 52% believe their child is more entrepreneurial than they were at the same age.

Most parents want entrepreneurship taught in schools

While parents may be encouraging business skills at home, the research suggests they also want schools to do more.

Some 87% of parents said entrepreneurial skills should be taught in schools. Financial literacy was the top priority, cited by 52%, followed by problem-solving (48%) and communication skills (43%).

Two-thirds of parents also said they wished they had been encouraged to be more entrepreneurial when they were at school.

However, there is still a confidence gap. Only 57% of parents said they would feel confident advising their child on starting a business, while 59% said their child had not considered or discussed starting a business with their family.

What does Virgin StartUp say?

Andy Fishburn, Managing Director at Virgin StartUp, which supports early-stage business founders, said the organisation wants to make entrepreneurship feel like an accessible career choice.

Ad

“We are seeing more young people nowadays thinking about starting a business rather than going through the traditional academic route. AI is really levelling the playing field, increasing access to advice and skills, but entrepreneurship is also just a great way to build something on your own terms, which is a powerful draw for the younger generation,” said Fishburn.

Authors

MadeForMums

Ad

Ad

Loading...

Ad

Loading...