Sustainability of Millennial Entrepreneurs: A Case Study

Abstract

This study explored the sustainability of millennial entrepreneurs in Bago City, Philippines, using a qualitative case study approach. It aimed to examine the key factors that contribute to business sustainability and to identify the challenges faced by young entrepreneurs in maintaining their ventures. Two male millennial business owners operating sole proprietorships were selected through purposive sampling. Data were collected through in-depth interviews, written narratives, and member checking, and analyzed using Lichtman’s Three C’s of Data Analysis—coding, categorizing, and conceptualizing. The study identified four major themes: The Business, Business Management, Challenges in Business, and Product Development. Findings revealed that early exposure to business, family support, and practical experiences strongly influenced entrepreneurial preparedness. Digital marketing and social media emerged as key tools for business growth, while adaptability, customer-centered strategies, and continuous learning were central to sustaining operations. However, challenges such as limited financial literacy, intense market competition, and rapid technological changes were also prominent. The study concludes that the sustainability of millennial-led businesses is rooted in the integration of traditional business values with modern technology-driven approaches. It recommends enhancing access to financial education, mentorship programs, and digital skills training to support young entrepreneurs. While the study provides valuable localized insights, it is limited by its small sample size and calls for future research with broader participant groups.