THE INFLUENCE OF DIGITAL PROGRESS ON BUSINESS OPPORTUNITIES FOR GENERATION Z: ENTREPRENEURSHIP STRATEGIES

The advancement of digital technology has brought significant changes to economic activities. GenerationZ, who grew up in the digital era, has easy access to various technologies such as the internet, social media,e-commerce, and artificial intelligence, allowing them to start and develop businesses with low capital andhigh efficiency. The purpose of this article is to see how technological advances can affect Generation Z'sbusiness opportunities and how they use various platforms and technologies to build their businesses. Weemploy a literature study methodology, scrutinizing a range of sources such as academic journals andcontemporary articles. The main topics of discussion include identifying the most relevant key factors ofdigital progress, how Generation Z uses technology, the problems they face, and the most effective digitalentrepreneurship strategies. This article also emphasizes the importance of education and training toprepare Generation Z to compete and thrive in the digital business world. The results show that althoughthere are many opportunities, they are not free from problems such as limited access to technology,increasing skill needs, and high levels of competition, so they need to be addressed through a strategicapproach and sustainable skills. Generation Z can achieve success in this digital era if they can receiverelevant education and training.