Small business owners are facing real challenges—from economic uncertainty to rising costs—but many remain surprisingly optimistic. New research shows that while most owners feel fulfilled and happy in their work, they’re also realistic about the risks ahead.
I spoke with Dave DeSandre, Senior Vice President of North America at VistaPrint, about this disconnect between optimism and concern—and what it reveals about how small business owners are thinking about growth, work, and the future.
Rieva Lesonsky: Your survey found that 84% of small business owners report being happy, despite ongoing economic uncertainty. What’s driving that optimism?
Dave DeSandre: This happiness stems from the sense of autonomy and purpose that define entrepreneurship. While macroeconomic factors are real stressors, they tend to be outweighed by the satisfaction owners feel from building a business and a brand from the ground up. For these small business owners, freedom and passion are a foundation of happiness that is difficult to replicate elsewhere.
At the same time, half of small business owners say they may not survive a major downturn.
Lesonsky: How do you explain that disconnect between optimism and concern?
DeSandre: We believe it’s a case of personal fulfillment meeting systemic reality. Small business owners are emotionally thriving but remain financially pragmatic and aware. While they are confident in their ability to grow, they recognize that external variables can cause shifts beyond their control.
Lesonsky: Your data suggests that happiness is driven more by internal factors than external ones. What does that tell us about the mindset of today’s small business owners?
DeSandre: It shows a shift toward self-reliant resilience, where small business owners no longer wait for a perfect economy to feel successful or happy. They’ve realized that while they can’t control the macro environment, they have total agency over the human element of their brand and business, specifically how they show up and how they make their customers feel.
Lesonsky: What are the biggest reasons small business owners say they enjoy running their businesses—even with the challenges?
DeSandre: Ownership is the ultimate driver, specifically the autonomy to build a career on their own terms.
Beyond the flexibility, nearly half of small business owners cite the deep satisfaction of ‘doing what they love’ as the primary reason they wouldn’t trade their business for a traditional 9-to-5.
Lesonsky: On the other hand, what are the biggest pain points or pressures they’re dealing with right now?
DeSandre: Balancing personal time, navigating income uncertainty, and keeping up with industry trends are real challenges that small business owners face every day. At the same time, they often act as a catalyst for growth and innovation.
What we’re seeing is that small business owners are turning their hard work—and sacrifices—into professional fulfillment, showing that the resilience needed to build a business is ultimately a deeply rewarding journey.
Lesonsky: Your report shows many small business owners are shifting from survival mode to growth. What does that look like in practice?
DeSandre: Small business owners are making intentional, strategic investments in their future. We’re seeing this manifest as a transition from working in the business to working on the business—whether that’s investing in new ways to reach customers, adopting technologies that free up time, or simply trusting in their team. Ultimately, it’s a pivot from reacting to immediate challenges to shaping a long-term vision.
Lesonsky: Nearly three-quarters of small business owners are now using AI regularly. How is that changing how they run their businesses—and even how they feel about their work?
DeSandre: The adoption of AI is doing much more than just streamlining daily operations. It’s reshaping the emotional landscape of small business ownership. By offloading certain routine tasks, business owners are reclaiming their time to focus on the creative and strategic work they love. AI is also a happiness booster, hopefully reigniting the passion that helped them build a business in the first place.
Lesonsky: The data also suggests that employee satisfaction and retention are strong. How are small business owners creating workplaces that people want to stay in?
DeSandre: It’s a direct reflection of the pride small business owners have in the internal culture they’ve built. When a small business owner is happy, their teams (and their customers) feel it too. By creating environments where employees are valued and connected to the company’s success, owners aren’t just filling roles; they’re building loyal teams.
Lesonsky: A significant number of owners feel policymakers don’t understand their needs. What’s driving that disconnect?
DeSandre: Small business owners tend to feel like an afterthought in economic discussions that favor larger corporations with more resources. When 1 in 3 owners say external factors directly contribute to lower levels of happiness, it’s a sign that current policies and programs might not provide the localized, practical support that actually moves the needle for a small business.
Lesonsky: If there’s one takeaway from this research that small business owners should keep in mind right now, what would it be?
DeSandre: Resilience is a competitive advantage. Despite external pressures, small business owners are pushing forward and betting on themselves. There is a lot of optimism in recognizing that you don’t need perfect conditions to succeed or build a business you’re proud of.
My Takeaway: What stands out here is the balance small business owners are striking. They’re not ignoring the challenges—they’re choosing to move forward despite them.
That mindset—grounded in both realism and resilience—may be one of the most important advantages small businesses have right now.
Rieva Lesonsky is the founder of Small Business Currents, a content company focusing on small businesses and entrepreneurship. You can find her on Twitter @Rieva, Bluesky @Rieva.bsky.social, and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
Photo courtesy Alex Shuper for Unsplash+
