“It’s like McDonalds” or “a scam”.
That is, for many, the perception of what a franchise is when you speak with almost anyone outside of the franchising bubble. It took me 35 years of spinning around on this planet before I realised that there was so much more to the franchised world than that.
You see, most young people aren’t exposed to franchising or taught how it works. So when they want to start a business or leave their job, the two paths they see are: start from scratch, or head to the job boards.
I believe that investing in a franchise should also be an option that they consider, however unless it’s in their conscious sphere or they are educated about it, franchising just doesn’t make the list.
And it’s not just me saying this. Pip Wilkins, CEO of the British Franchise Association, recently called on the industry to do more to engage younger generations. Her message at the EF100 Celebratory & Awards Evening was clear: franchising must evolve if it wants to stay relevant.
She’s right. We’re at a crossroads. If we don’t shift how we present franchise opportunities, we risk becoming invisible to the very people who could bring fresh energy, ideas, and longevity to our networks.
So, how do we fix that?
If franchising wants to capture the attention of the next generation, it needs more than just exposure. It needs a full rebrand. One that speaks the language of younger people, shows them what’s possible, and feels relevant to their lives – not just their bank accounts.
Here’s what I think needs to change:
Drop the corporate mask
Most franchise marketing still looks like it was made for people in suits – over-polished videos, generic copy, and stock photos of handshakes.
That’s not going to spark interest from someone in their 20s or 30s who lives on TikTok, follows founders on Instagram, and expects realness from the brands they engage with.
Younger generations have grown up with authenticity on tap. They can spot a sales pitch from a mile away. If your brand doesn’t feel human, it won’t connect.
They want stories, not slogans. Faces, not logos. Real talk – not just a glossy brochure.
If we want to attract the next generation, we need to stop talking at them and start showing up with personality, honesty, and a brand that actually feels alive.
Be where they are
You can have the best franchise opportunity in the world, but if you’re only promoting it on old-school portals and in trade mags, you’re invisible to the people who aren’t looking there.
Gen Z and Millennials just aren’t browsing franchise directories and magazines. They’re on TikTok, Instagram, YouTube getting inspired by creators, not corporates.
If your brand isn’t in their feed, you’re not in their future.
This doesn’t mean you need to do cheesy dance trends or jump on every hashtag. It means showing up where they’re already hanging out with content that actually speaks to them. Real stories. Quick insights. Snappy video content. Founders answering real questions. Franchisees showing what a day in their life looks like.
Sell the lifestyle, not just the business
Younger people don’t just want to own a business – they want a life with freedom, flexibility, and control. If your franchise opportunity only talks about financials and projections, you’re missing what actually motivates them.
This generation doesn’t dream of corner offices – they dream of location freedom, time with family, and building something that aligns with their values.
Franchising has the power to offer all of that, but we need to show it
Don’t just sell the model. Sell the lifestyle. Use storytelling to show how your franchisees live. How they balance work and life. How they found meaning in what they do. That emotional connection? It’s the difference between scrolling past and leaning in.
Lead with lifestyle. Back it up with opportunity. That’s how you shift perception.
Show the journey, not just the destination
Franchise recruitment often jumps straight to the finish line: revenue potential, number of locations, testimonials from successful franchisees. But for younger people, that’s not enough.
They’re not just buying into the outcome – they’re evaluating the path. They want to know what the first 30, 60, 90 days look like. What support actually feels like. How they’ll learn the ropes, who’ll be in their corner, and what community they’ll be part of.
This generation wants clarity before commitment.
So give it to them. Map out the journey. Share stories of what those first few months really look like. Be transparent about challenges as well as wins. When people feel like they can see themselves in your process, they’re far more likely to take the next step.
Refresh the look, rethink the language
Finally, let’s talk about “brand”. Because if your franchise still looks, sounds, and feels like it did ten years ago, you’re going to struggle to attract a new audience.
Gen Z and younger Millennials have a sharp eye for design, and an even sharper ear for tone. If your website feels dated or your messaging is full of buzzwords and clichés, they’ll scroll straight past.
Rethink the visuals, cut the corporate jargon and make sure your copy sounds like something someone under 40 would actually want to engage with.
Final notes: a new tune for a new generation
Franchising has the potential to unlock independence, stability, and long-term success for younger people who want more from their careers. But if we want them to take notice, we’ve got to do more than tell them. It’s time to show them.
Let’s build brands that feel alive. Opportunities that speak their language. Marketing that shows the full picture and not just the highlights.
Franchising isn’t broken. It’s just not always presented in a way that the next generation understands or aspires to. That’s the challenge and the opportunity.
Want to fine-tune your franchise recruitment to attract the next generation? That’s exactly what we do at The Franchised. Let’s rebrand franchising together.
Ed Purnell is the founder of The Franchised, helping ambitious brands fine-tune their franchise recruitment and marketing to attract the right people and amplify growth.
