New research paints a strikingly optimistic portrait of Australia’s entrepreneurs. Defying expectations of burnout, today’s small business owners aren’t just surviving – they’re thriving. In fact, 70% say they’re happier now compared to when they first opened their doors, and more than half (62%) report being happier than they were last year.
“What we’re seeing is more Australians actively choosing this path because it gives them control, flexibility and a sense of purpose, and the chance to build something of their own.”— Marcus Marchant, CEO of VistaPrint Australia
The owners finding the most fulfilment are those focused on what they can control. Of those who report being happier today than when they first opened their small business, 36% attribute it to internal, day-to-day factors, rather than external or macroeconomic conditions (18%).
Alongside autonomy, other top factors include pursuing a passion (39%), learning new things to help improve the way they run their business (30%) and their ability to control the certainty of their income (30%).
Business ownership brings trade-offs – and small business owners are clear on the realities (and difficulties) they face.
In addition to keeping up with evolving trends, income uncertainty (38%) and poor work-life balance (34%) are the other top pain points. But while the pressures are real, the majority feel confident in their choices, with 79% reporting they’re happier now compared to when they worked for someone else.
Small business owners using AI
80% report using AI for their business on a monthly basis.
It’s making them happier
73% say they are happier now than they were before adopting AI.
Buying back time
46% report using it for analysis and problem solving.
The supportive sidekick in 2026
45% are using AI to help with their writing and documentation.
For 95% of local entrepreneurs, the joy of being Australian-owned is far more than just a label, it’s a badge of honour.
This deep-seated pride is closely tied to how they feel about their work, as it reflects a sense of purpose, identity and connection to their community – reinforcing why small business ownership continues to be a source of happiness and a defining characteristic of Australia’s professional landscape.
“Small business owners are not standing still. They’re making deliberate choices about where to invest, from marketing to technology, and using tools like AI to free up time and focus on growth.”— Marcus Marchant, CEO of VistaPrint Australia
Despite uncertainties, 75% of small businesses are optimistic about the future and express confidence in their ability to grow. Their top three investments for the year ahead include marketing and customer acquisition (48%), technology and automation (43%), business operations (42%), and product development and innovation (41%).
From passion to progress, small business owners are turning possibility into growth – and finding happiness in the journey.
VistaPrint commissioned YouGov to conduct a research study of 611 small business owners aged 21 to 64 and with 100 employees or less, located in Australia. The data was collected between Feb. 5 – Mar. 3, 2026 and has a margin of error of 土4.0% at the 95% level of confidence.
