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These are the best cities to start a business in if you are Generation Z

London ranked as number one, followed by Cambridge and Derby

More and more of Generation Z are beginning to enter the world of work, and one of their key characteristics is entrepreneurship.

Now a new study by Novuna Business Cash Flow has analysed a range of factors including average age, business startup and closure rates, mean house prices, internet speed, TikTok views and environmental issues to calculate the best cities in the UK for Generation Z to start their own business.

Despite having the highest average house price and biggest business closure rate, London came out on top as the best city for Gen Z to launch their business in, with an index score of 163 out of a total of 210. The capital city ranked top of the list for startup rate, second for average weekly earnings (just behind Reading), and has one of the youngest average ages in the UK (36.5). The city also has more views on TikTok than any other city in the country.

Just behind London was Cambridge with a score of 161. The university city has an average age of 35.4, the second lowest, some of the highest weekly earnings as well as the second highest percentage of superfast broadband availability. Oxford, which has the lowest average age in the country (34.4), was in fourth position with 154.

The city of Derby featured in the top three thanks to its TikTok views, broadband speeds, and low business closure rate, while Manchester finished in the top 5 thanks to its business startup rate.

Glasgow, Liverpool, Southampton. Birmingham and Bradford also featured in the top 10.

Top 10 cities for gen z to start a business (index score)

London: 163
Cambridge: 161
Derby: 155
Oxford: 154
Manchester: 146
Glasgow: 146
Liverpool: 143
Southampton: 139
Birmingham: 137
Bradford: 136

Aberdeen ranked bottom of the list with a score of 76, mainly down to its lack of ultra fast broadband availability and high CO2 emissions. Doncaster and Blackpool also ranked poorly.

Bottom 10 cities for gen z to start a business (index score)

Aberdeen: 76
Doncaster: 89
Blackpool: 93
Swansea: 96
Stoke-on-Trent: 99

Which cities are most popular on TikTok?

Generation Z is more prevalent on TikTok than any other group, and meeting other content creators could be an important factor for those launching a new business. These are the most popular cities on TikTok, ranked by number of views:

London: 31.1 billion
Liverpool: 20.9 billion
Manchester: 4.3 billion
Birmingham: 2.9 billion
Glasgow: 1.9 billion
Newcastle upon Tyne: 1.7 billion
Derby: 1.4 billion
Leeds: 1.4 billion
Edinburgh: 875.9 million
Bradford: 772.7 million

Generation Z care more about social issues like climate change than previous generations

The study also looked at each city’s carbon emissions, based on the fact that social issues like climate change are more important to Generation Z than older generations. Three cities on the South coast all have lower carbon emissions than the rest of the UK: Plymouth, Southampton and Portsmouth.

Plymouth: 3.29
Southampton: 3.32
Portsmouth: 3.35
London: 3.39
Coventry: 3.4
Reading: 3.71
Bradford: 3.79
York: 3.83
Birmingham: 3.85
Cambridge: 3.92

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Notes to editors

Editors Notes *Analysis of seven different factors across 30 UK cities including average age, GDP, business start up and closure rate, average weekly earnings, mean house price, TikTok views and carbon emissions. For the full methodology, visit  For more information, email [email protected]. About Novuna Novuna is a trading style of Mitsubishi HC Capital UK PLC, the new name for Hitachi Capital (UK) PLC and a leading financial services company, authorised and regulated by the Financial Conduct Authority (FCA). We have over 1,600 employees, £6.3bn of net earning assets and over 1.3 million customers across five business divisions; Novuna Consumer Finance, Novuna Vehicle Solutions, Novuna Business Finance, Novuna Business Cash Flow and our European division specialising in Vendor Finance. For over 40 years, formerly as Hitachi Capital (UK) PLC, we have worked with consumers and small to medium enterprises (SMEs) as well as corporate multinationals in the UK and mainland Europe, enabling millions of consumers and businesses to achieve their ambitions. From 1 April 2021 we became a wholly owned subsidiary of Mitsubishi HC Capital Inc., strengthening our relationship with one of the world’s largest and most diversified financial groups with over £60bn of assets. Novuna Business Cash Flow Novuna Business Cash Flow, the new name for Hitachi Capital Invoice Finance, provides cashflow finance solutions to SMEs across a wide range of sectors in the UK, allowing businesses to release cash from unpaid invoices within 24 hours. With remote digital on-boarding through FLi, its unique platform, and flexible approach to contracts, Novuna Business Cash Flow was recognised for Best Service from an Invoice Finance Provider at the 2021 Business Moneyfacts Awards. Novuna Business Cash Flow is a trading style of Mitsubishi HC Capital UK PLC, part of Mitsubishi HC Capital Inc., one of the world’s largest and most diversified financial groups, with over £60bn of assets.

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