The discovery economy: How small creators could be driving economic growth

I grew up watching my father run a small business. He worked late and sacrificed a lot, but what he gained was the security of providing enough for his family with a sense of purpose and community.

Business conversations spilt out onto our dinner table as we discussed customers, marketing and business concepts. The lessons my siblings and I took forward were the need for grit, openness and change when it comes to running a small business.

It dawned on me that when people are equipped with the tools and access to real opportunities, they can adapt and grow to anything they want – beliefs I’ve taken into my career working with small businesses and entrepreneurs around the globe.

These lessons hold even truer amid rapid technological change. Just as my father’s business evolved, entire industries are shifting, creating unease across generations.

At the same time, we are seeing the rise of a discovery economy, where people who once relied on inherited networks are now discovering entire communities and possibilities online, providing greater access to economic prosperity and opportunity. Micro-, small- and medium-sized enterprises (MSMEs) are key to this.

TikTok exemplifies the discovery economy in practice. The platform continuously shows users new content that could open their eyes to something they may never have known existed, including new trades and they can show others how to build similar skills or what a day in their life actually looks like.

For example, Kristina Molinaro from Dayton, Ohio, in the United States, builds furniture and uses TikTok to show people exactly how she does it. Molinaro has found new customers and pushed them to her website; she says 90% of her sales come from her TikTok videos.

Similarly, a young woman exploring potential careers may discover this content and awaken her inner woodworker. According to a report from Thumbstack, 77% of Gen Z say they’ve noticed increased attention to the skilled trades on platforms such as TikTok – and when skilled trades currently face worker shortages in the United States, this kind of exposure is significant.

Similarly, in entrepreneurship, people have tested ideas online, built communities and reached customers they never could have before. For example, chef Nabil Zemmouri turned his passion for affordable, anti-waste cooking into a thriving online community while driving more people into his restaurant in Colombes, France.

By teaching people how to make tasty meals on a budget, he’s created both economic opportunity for himself and real value for others.

In the United Kingdom, fifth-generation butcher Matt Slack has used TikTok to keep a traditional craft alive for a new generation. By sharing behind-the-scenes videos from his family shop in Doncaster, he’s shown millions of people what skilled butchery looks like and why it matters.

His success on TikTok has brought new customers to a business that’s been in his family for more than a century and it’s even allowed him to sponsor his local cricket club.

The examples go on – from financial literacy and language skills to home repair, agricultural techniques, coding and countless other practical skills – people are learning from professionals who are shortening the distance between curiosity and capability, helping them develop careers that can mould with their lives.

Platforms used by millions of people each day, including to build skills and improve their lives, carry significant responsibility. Technology companies should embed the following principles into their operations as a marker of responsible innovation.

People will only bank their future on platforms they trust, especially when they are built on creativity and participation. At TikTok, we ground our work in strong safety standards, transparency and collaboration with independent experts and regulators.

When people feel safe and informed, they are more willing to learn, create and take risks. These are the main drivers of economic growth.

The role of technology companies in the discovery economy is clear. We must expand opportunities by building tools and resources that level the playing field and make creativity and connecting easier. This includes using artificial intelligence (AI) to enable people to responsibly create, engage and discover regardless of their background or location.

On TikTok, AI-powered solutions such as Smart+ and TikTok Symphony help businesses of all sizes reach new audiences without huge budgets or technical expertise.

Technology companies should also invest in digital skills education, vocational training and partnerships with organizations that connect people to work, especially in the trades. TikTok has worked with the Skilled Careers Coalition and SkillsUSA to expose more people to the trades and help them carve their own path in these careers.

We must also ensure innovation happens responsibly, transparently and with the public good in mind. My father built his business with grit, creativity and hope for a better future. Today's generation is doing the same but with innovative tools, larger communities and more opportunities to discover what's possible.

The aspiration remains the same. We all want to build a life of purpose, community and contribution.

If we embrace the discovery economy and support the entrepreneurs, tradespeople, teachers, artists and creators driving it, we can help more people find their path and strengthen the economic future of communities around the world.