Digital Natives and the Rise of Micro-Entrepreneurship

The rapid proliferation of digital technologies has led to a transformative shift in the entrepreneurial landscape, particularly among digital natives—individuals born and raised during the digital age. This paper explores the rise of micro-entrepreneurship among this demographic, focusing on how access to technology, social media platforms, and evolving consumer behaviour has empowered them to create and sustain small-scale, independent ventures. Using secondary data sources, the research presents theoretical and empirical literature on digital entrepreneurship, generational digital fluency, and the socio-economic impact of micro-enterprises. The study employs a descriptive methodology to analyse trends, behaviours, and enabling factors, with a focus on Gen Z and Millennials in global and local contexts. Findings indicate that digital natives are leveraging low-cost digital tools, peer networks, and platform-based economies to monetize niche skills and products. Challenges such as digital fatigue, algorithm dependency, and financial instability are also identified. The paper concludes with recommendations for policymakers, educational institutions, and digital platforms to support sustainable micro-entrepreneurship ecosystems. The research contributes to understanding how digital fluency is reshaping economic participation and offers strategic insights into nurturing the next generation of entrepreneurs.