22 • MAY 2026 • PPAI Must Read | Merch For The One-Person Empire How solopreneurs and consultants can use branded merchandise to build their brands By Audrey Sellers NOT LONG AGO, WORKING solo was considered a side hustle or a stepping stone to a traditional job. Today, it’s an increasingly intentional career choice. Nearly 30 million Americans work for themselves as solopreneurs, running businesses entirely on their own with no paid employees. These one-person companies add almost $2 trillion to the U.S. economy and span everything from independent consultants to online influencers. Many people branch out on their own because they want flexibility – and for most, the move turns out to be the right one. Most solopreneurs report higher satisfaction, with 86% saying they’re happier working on their own than in a traditional job. But the appeal isn’t just about choosing when and where they work. It’s the chance to build their work around what matters most to them. In MBO Partners’ 15th annual report on independent professionals, respondents described success in broader terms, pointing to priorities like helping others and being happy (60%), continuing personal growth (59%), having a sense of purpose (58%), maintaining good health (56%) and spending enough time with family (53%). Unlike many traditional jobs, working solo gives people more control over how their careers fit into their lives, not the other way around. This autonomy shapes how long people expect to keep working. Solopreneurs are more likely than traditional employees to continue working later in life, often because they genuinely enjoy it. About 21% say they never plan to retire because they simply enjoy their work, want to stay mentally engaged and continue to earn income. Rather than counting down to retirement, many independent professionals are building careers designed to evolve
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