According to the latest Amex Trendex: Small Business Edition, 91% of business owners feel confident in their ability to grow, with younger generations leading the charge on tech investments and digital strategies.
In its latest Amex Trendex: Small Business Edition, American Express highlights how small businesses across the U.S. are leveraging technology, artificial intelligence and social media to fuel growth and remain competitive in 2025. The survey, which polled over 1,000 small business decision-makers, underscores a surge in confidence and a forward-looking mindset among business owners.
Confidence Soars as Small Businesses Prepare for 2025
As small businesses transition into 2025, an overwhelming 91% express confidence in their ability to grow, and 92% feel prepared to navigate the future. This optimism builds on resilience shown in 2024, with 73% of respondents feeling more confident than ever about their business prospects.
A majority anticipate financial stability (90%) and believe they can adapt to changing customer preferences (89%). Small business owners are prioritizing actions such as goal setting, customer engagement and technology upgrades to stay ahead in a competitive marketplace.
“Small businesses have consistently demonstrated adaptability and innovation,” Anna Marrs, group president of global commercial services at American Express, said. “In 2025, they are doubling down on technology and strategic investments to future-proof their operations.”
Younger Generations Drive Tech and Social Media Investments
Millennial and Gen Z small business owners are shaping the future with a strong focus on technology and social media. Compared to Gen-X and Baby Boomer owners, younger entrepreneurs are more likely to increase investments in financial platforms (52% vs. 39%) and digital tools to reach new customers (51% vs. 45%).
Social media remains a cornerstone of their strategy, with 71% dreaming of their business going viral and 74% drawing business inspiration from social platforms. These generations are also more likely to adapt business practices based on social media trends (67% vs. 48%) compared to older generations.
Key 2025 priorities for Millennial and Gen-Z small businesses include:
- Growing their workforce: 32% vs. 22% for Gen-X and Baby Boomers
- Launching new products or services: 26% vs. 21%
- Expanding physical footprints: 25% vs. 18%
- AI Adoption Fuels Ambitious Growth Goals
The survey found that businesses utilizing artificial intelligence (AI) are achieving faster growth and gaining a competitive edge. Half (50%) of businesses using AI anticipate an increase in their workforce, compared to just 36% of non-AI adopters.
AI-enabled businesses are also significantly more likely to focus on:
- Upgrading technology solutions: 38% vs. 22%
- Increasing market share: 30% vs. 20%
- Launching new products or services: 29% vs. 16%
More Millennial and Gen-Z business owners are embracing AI (68% vs. 45% for Gen-X and Baby Boomers) and plan to expand their AI investments in 2025 (46% vs. 36%).
