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What Startup Trends Will Shape The Decade?

Startups have the capacity to define our everyday lives, but what trends are set to shape the 2020s?

Sun Mar 1 2020

BusinessBecause
Since the turn of the century, small startups ideas—Uber, Twitter, Instagram, Airbnb, to name a few—have been scaled into technology giants. 

Could you imagine a day without scrolling social media? Or jumping in an Uber to the airport? Startups have disrupted industries by focusing on cutting-edge technology, the sharing economy, and social media. Startups have the capacity to shape and change industries of the future, too.

So what startup trends are going to shape the next decade?


1. Changing investment models


Big investment was the driving force of startups over the last decade. Reid Hoffman coined it blitzscaling. But could the model be changing?

With digital projects like Uber, the template for investment involves rapidly generating capital to gain market share. The idea? The company scaling fastest will stay on top of its competition—a winner-takes-all mentality.

Venture capital firms understand this and will be prepared to invest in many fledgling startups, knowing the one unicorn they unearth will be worth the losses. But this is high-risk—Uber still aren’t making profit.


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But is there an alternative to blitzscaling? Mailchimp, an email marketing service, is funded by $490 million in annual revenue from its customers—a profitable startup that isn’t reliant on venture capital. Shutterstock, a stock images company, only took venture capital once it had established itself as the largest photo agency in the world.

Alexander Bell, professor of entrepreneurship at emlyon, thinks this kind of model could grow in popularity. “Investors might be looking for something more balanced,” he says, “they’ll be looking for a positive bottom line quicker than before.”


2. A startup culture shift away from 'cool'


The culture of startups and founders is set to change over the coming decade. The image of the tech startup founder in the 2010s as a laid-back, jean wearing entrepreneur of Silicon Valley could be on the way out. 

Alexander emphasizes that running a startup is not just another career step, or the ‘cool’ thing to do—instead it comprises hard work. For him, too many founders created a business for the wrong reasons—penalizing those founders with good ideas.

The penalty of too many failing founders ends in a reluctance, from the client side as well as investors, to trust new startups. “So many startups have failed, and clients are starting to wise up to this,” Alexander says.


READ MORE: WeWork's IPO Disaster Is A Lesson For All Startup CEOs And Founders

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Former WeWork CEO Adam Neumann (© Noam Galai / Getty Images via flickr under this license


Alexander believes we need entrepreneurs for the right kind of startups, who are doing it for the right reasons.

“Entrepreneurs are important,” Alexander says, “they form companies occupying middle ground between corporate giants and SMEs—these are important for driving the economy.”

Alexander points to the fact that that more founders are coming from Executive MBA programs. Michael Davies, who runs the New Technology Ventures program at London Business School, agrees, noting that increasingly more executives are founding startups. With more work experience than MBA counterparts, executives from established enterprises are looking to disrupt the companies who previously employed them.


WATCH MORE



3. AI


By 2030 the integration of AI and machine learning (ML) will be commonplace. Both Alexander and Michael agree the implementation of AI will empower new startups to disrupt established businesses.

Essentially, AI involves using computer software to perform human tasks. This can range from technology producing handwritten marketing campaigns, like Scribeless, or companies like Brisk who provide risk analysis for businesses.

Particularly attractive for entrepreneurs, Michael believes new technology used by startups will only increase.

“The technology of AI and ML enables startups to displace legacy infrastructure and the outdated management models that big companies use,” Michael says.


4. Social impact


It used to be that businesses, founded for profit only, were separate from ethically conscious projects. But increasingly, these two ideas are being combined.

“The culture of startups is becoming more ethical and empathetic.” Michael says, “They are now more purposeful and in particular sustainable, moving away from the blitzscaling and dubious ethics exemplified by some Silicon Valley startups.”

On his New Technology Ventures program, Michael has seen students finding ways to do good by the planet and its population, rather than just chasing money and profit.

Companies that look to reduce food waste and its impact on the planet, like Olio and Too Good To Go, combine savvy business models with social purpose.

There are creative mechanisms to combat climate change, too. Electric airships to enable international travel despite flygskam—the growing ‘flight-shaming' movement, and machine learning to improve efficiency in the Middle East minimizing emissions. Surely sustainability will be at the core of many new startups in the 2020's and beyond.


5. De-digitization and 'real' products


The digitization of new businesses has evolved over the last two decades, with online marketing campaigns and digital-only companies proliferating the market.

But both Michael and Alexander agree that a shift back to real-world products and business will become increasingly prevalent.

Alexander thinks this could involve a move towards “real” experiences. He points to executive MBAs who have become disillusioned working for large, digital companies. In fact, the average age of a successful startup founder is 45—Arianna Huffington, for example, founded The Huffington Post later in life, on the back of a successful career.

“I’d say 60-70% of EMBAs now want to start a non-digital business.” Alexander says, “They’ve lost a sense of what they’re doing, and instead are looking to start a business in something more emotional.”

The types of business he means involve more organic, natural products. Whether that’s food, skincare, or experiential marketing—tangible products may kick back against an increasingly digital world. Meatable, for example, is a startup which produces organic lab grown meat—both climate friendly, while also being a tangible, 'real world' product.


BB Insights explores the latest research and trends from the business school classroom, drawing on the expertise of world-leading professors to inspire and inform current and future leaders


READ MORE: MBA Startups To Look Out For In 2020


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Student Reviews

emlyon business school

Student

Verified

4/12/2023

On Campus

Intense courses, helpful professors

I am an international student in my 3rd year and I love going to this school and do not regret chosing it for my BBA. The classes are helpful, professors are always there to help as well and we have a very understanding administration.

Student

Verified

18/03/2023

On Campus

Leadership in an amazing city

I decided to do my exchange in Emlyon because I wanted to get out of my comfort zone, and I found a space with very capable People.. participatory, empathetic and full of leadership. I will never forget Lyon, apart from giving me an unforgettable experience, he gave me great friends

Student

Verified

23/11/2021

On Campus

A lot of opportunities professionally and socially. A unique program in France.

You can choose your courses and do your internship, exchange whenever you want. It's flexible and adapted to the needs of each student. A great program and a great city! Professionally, it opens a lot of doors for you to find internships or jobs in France or abroad thanks to the network and career events.

Fabian

Verified

7/06/2020

MSc in Digital Marketing

Combining both worlds into one, this course gave me all the on-demand technical skills in data science while maintaining a business-oriented approach. Thanks to the strong academic profile of this university I was able to secure an internship and full-time job at Amazon.

Student

Verified

14/10/2018

Top Business School fostering innovative entrepreneurs

EMLyon is one of the best business schools. The campuses, associations and courses offered provide the students with the best options to build the future they have chosen. The various opportunities to study and work abroad also offer a deeper understanding of the world, not only economy-wise but social, which helps the student become as well a better individual and not only a pre-formated business school student.

Student

Verified

9/06/2020

Emlyon campus in Paris

It has a great international community and you have access to many international tools, courses and professors. I had many networking events and workshops for students. Campus and some details of the program could have been improved or need to be bigger in order to have a better student life.

Student

Verified

21/11/2022

On Campus

Entrepreneurship

Overall good content and good activities. Lack of administration but still ok. Good flexibility and liberty offered to the students. Finally, the amount of internship is also a good way to improve qualifications.

Student

Verified

25/05/2020

Good Reputation and International Business School

The course was not well adapted but it was up to the mark. The professors are very well experienced and their experience comes in handy while working on assignments. The facilities on the campus are top class. Truly professional. I really like spending time in the learning hub and using all the available resources. Lyon is an amazing city. You will never get bored.

Edel

Verified

11/07/2024

On Campus

MSc International Hospitality Management

The best educational experience of my life so far! It’s been full of exposure and great connections. From Lyon to London, Paris, Los Angeles and Las Vegas! Truly an exceptional way to discover the world of hospitality.

Student

Verified

11/07/2024

On Campus

Real networking opportunities

- meeting new people, specially professionals during seminars or evening meeting at school. - going abroad to study luxury - being involved as an ambassador to promote the school and the program I was into (MSc LMM) - having such a great professional core

Daphné

Verified

14/07/2024

On Campus

white baccalaureate in the world of work

I really appreciated the MS SDAI as a whole. The teaching staff, the different subjects, the university exchange, TEM... I started my internship in a consulting firm having acquired a solid foundation. Downside for CentraleSupélec, which I found far too academic for a program such as this.

Student

Verified

11/09/2024

On Campus

Great

Pretty great ! Emlyon business school is a top educational institution known for its outstanding academic programs, nurturing environment, and state-of-the-art facilities. It fosters creativity, critical thinking, and leadership in students.

Student

Verified

6/02/2025

On Campus

Emlyon makes us confident!

Since I got into emlyon business school in September 2024, I’ve had many occasions to discover various subjects, but also to gain confidence and strength in several fields. Our « ADN » classes involve active participation and teamwork which enlighten our everyday life here in Lyon. Teachers are welcoming and available, classes are dispensed in small rooms, all of this turning our studies into a real life experience. As a top business school in France and in Europe, rest assured that this programme will take you to places you never had the chance to go to.

Student

Verified

7/02/2025

On Campus

Worldwide School

If you're looking for a school with an international perspective, emlyon is the place to be. Academic exchange and double-degree opportunities are widely varied around the globe, and the school has 4 international campuses.

Jeremy

Verified

7/02/2025

On Campus

Warm welcome

emlyon is one of France's top business schools, offering a wide range of programs and masters degrees that allow students from all backgrounds to perfect their skills. Students are very friendly and student life is dynamic with 42 associations (art, culture, finance...). With the inauguration of its new campus, the school also offers students a highly advantageous working environment right in the heart of Lyon.

Student

Verified

6/02/2025

On Campus

Experience at emlyon

My experience in emlyon business school was nothing but fantastic. The professors are very knowledgeable and helpful and are the best in the field to guide you to build your future self. The campus life is also really great and you get to meet amazing people!

Jenny

Verified

6/02/2025

On Campus

A Global and Data-driven Learning Experience

As an international student from Taiwan, currently studying Digital Marketing & Data Science at Emlyon Business School's Paris campus, my experience has been both challenging and rewarding. 1. Academics & Curriculum The program is highly data-driven, integrating real-world marketing strategies with technical skills like Python, SQL, and machine learning. Professors bring industry expertise and often collaborate with companies, making classes interactive and practical. 2. Campus & Student Life The Paris campus is a great location for networking, surrounded by top companies and start-up ecosystems. There are plenty of career events, hackathons, and networking opportunities, which have helped me connect with professionals in my field. 3. International Student Experience Coming from Taiwan, Emlyon provides a diverse and global environment. The school supports international students well, but navigating administrative processes (like visas and housing) can sometimes be challenging. However, the student community is welcoming, and there are many activities and student initiatives to engage with. 4. Overall Impression I think Emlyon is a great choice for students looking for an innovative, hands-on learning experience in business and technology. While some courses could benefit from even more structure, the real-world projects, industry collaborations, and international environment make it a strong business school for aspiring digital professionals.

Ambrine

Verified

7/02/2025

On Campus

Very Good Program and Life-Changing Opportunities

I was truly delighted with my program as it provided me with valuable knowledge and skills. The campus is outstanding, offering an inspiring and welcoming environment for students. Moreover, my program opened up new professional opportunities that I would never have been able to access without completing this Master's degree in Strategy in International Business Development (in partnership with CentraleSupélec). I highly recommend this school to anyone seeking a transformative academic experience!

Nelia

Verified

7/02/2025

On Campus

BBA1 EM Lyon business school

This is my first year at EM Lyon and one of the first factors that makes me love my school is its campus. The location, the layout of the premises, the exteriors... all the facilities are functional and largely allow students to flourish in their studies (very large library, individual and collaborative workspaces, fully equipped rooms that can be booked, catering and relaxation areas, roof... everything is there!) Also, what I particularly appreciate is the format of the courses which combines practice with theory. My program is intended to be very professionalizing, so we have courses and modules that put us in real situations, the professors and external speakers are for the most part people in professional activities in companies which allows us to benefit from concrete illustrations and notable anecdotes. The classes are not very numerous, offering us an opportunity for interaction and group work. In addition to the courses, the school has many very advantageous partnerships for internships and academic exchanges. In addition, the school offers many conferences and workshops at the Makerslab that allow us to educate ourselves and learn new things. Finally, my program is internationally oriented and that is one of the reasons why I chose it: internships and academic exchange abroad. Finally, student life is a real added value for us since the associative life occupies a preponderant place in our course due to the variety of associations, the premises that are reserved but especially the budget that is allocated.

Jeanne

Verified

7/02/2025

On Campus

Makers Spirit

Emlyon business school is a incredible university, i've been able to learn a lot of informations, and making contacts and meet a lot of people. The courses are very interesting and i'm looking foward to earn more experiences (academic or professional).This school gave me huge opportunities and still do, I intend to take them and use them, this school change my life, and me as a character. I want to make it known to as many people as possible, and grow the makers spirit!

Student

Verified

7/02/2025

On Campus

Digital Marketing and Data Science

Courses are practical, and the program is intensive. We have so many tasks need to fulfill. I love the school provide many career and alumni resources. And also give us many opportunities to approach to different fields.

Student

Verified

7/02/2025

On Campus

Current Student

Likes: abundant resources the network of alumni is really healpful wonderful location (center Paris) a lot of interesting lectures and company visits the school opens until 2200, great for studying Dislike: not enough spaces to study some study rooms are toooooo cold some classrooms have limited access to charge and the air is stagnant

Maude

Verified

8/02/2025

On Campus

Stepping Into the World of Data

I come from a business background, and I stumbled upon Python a few years ago almost by accident. I found myself spending hours debugging code, completely losing track of time. It was as if a new world had quietly unfolded before me, one I hadn’t even realized I was searching for. But without a scientific background, I felt behind. We tend to put ourselves in boxes, believing certain paths are out of reach. This master’s program proved otherwise. It gave someone like me with a non-technical foundation a chance, it opened the door to data and analytics. Yes, it’s a challenge. The curriculum is intense, and the learning curve is steep, but the support from professors and peers makes all the difference. The hands-on projects, the balance between theory and application, and the exposure to real-world case studies ensure that learning isn’t just theoretical: it’s practical and impactful. I’ve worked on diverse datasets, from images to audio, passing through the more familiar tabular data, and every project pushes me to think critically and experiment confidently. One of the standout aspects of this master’s is the collaborative environment. My classmates come from different backgrounds; engineering, business, social sciences, and that diversity makes discussions richer and group work more dynamic. Slowly but surely, I’m bridging the gap between curiosity and expertise. If you're drawn to data, AI, and the power of code, this master’s might be the door you’ve been waiting to walk through. The question is: Are you ready to take that leap?

Student

Verified

10/02/2025

On Campus

Good school

This school is really very interesting! We learn a lot there and the teachers are professionals and therefore have experience to share with us. The only problem would be just the fact that some teachers are not very educational which makes the lessons sometimes hard to follow...

Student

Verified

10/02/2025

On Campus

An excellent school that deserves its reputation

I am a PGE student at emlyon BS and I am completely fulfilled there: the courses are of high quality, punctuated by stimulating group projects and the associative life allows the class to bond and to spend very good times with people who share a common interest or passion. In addition, the academic excellence of emlyon is recognized both in France and abroad, which allows students to benefit from very good internship opportunities and great career prospects. In other words, I recommend emlyon BS

Student

Verified

10/02/2025

Online

Experience at emlyon

During my time at EMLYON Business School, I discovered a demanding and stimulating academic environment, marked by a strong entrepreneurial culture. The pedagogical approach, focused on learning by doing, allowed me to develop concrete skills in project management and strategic decision-making. One of the highlights of my experience was participating in a business game where we had to manage a fictitious company in a competitive market. This simulation taught me the importance of data analysis and adaptability in the face of economic contingencies. I was also able to interact with professionals at conferences and workshops, which gave me a clearer vision of the challenges of the business world. Finally, the diversity of the student network, made up of international profiles and varied backgrounds, enriched my experience. Working in a team with people with different approaches was a real asset to develop my ability to collaborate and innovate. This immersion at EMLYON has strengthened my entrepreneurial spirit and my desire to evolve in a dynamic environment, where learning is not limited to theory but is anchored in practice and experimentation.

Student

Verified

12/02/2025

On Campus

Nice campus

Located near the center of Lyon which allows for easy commute and proximity to stores/restaurants. Amazing student life, there are events every week (sports, lunches, parties but also networking and work opportunities). Great school if you're interested in consulting or finance as top firms come and teach classes every semester. Some classes are online and some classes are in person. If you come as an international student in the MIM program you cannot do exchanges internationally but there are many double diplomas to chose from. French students have the possibility to do exchanges at MIT, UCLA, Bocconi, Berkeley etc.

Karunasagar

Verified

13/02/2025

On Campus

A Fun and Insightful Learning Experience

Attending emlyon business school has been an incredibly rewarding experience. The MSc in Health Management & Data Intelligence program offers a perfect blend of theory and practical applications, with a strong focus on the healthcare industry. The professors bring a wealth of real-world experience, making the learning process engaging and insightful. The campus life is vibrant and multicultural, providing opportunities to collaborate with peers from diverse backgrounds. I particularly enjoyed the hands-on projects and the interactive learning environment, which have significantly enhanced my critical thinking and problem-solving skills. One standout moment was participating in the international seminar, where we visited leading healthcare companies and gained firsthand insights into global industry practices. Another memorable experience was the Transforming Early Makers project, which challenged us to innovate and present solutions to real-world healthcare problems. The career services team is supportive, offering guidance and resources that help in preparing for the professional world. I would highly recommend this program to anyone looking to develop their skills in healthcare management and data analytics. #InnovativeLearning #HealthcareManagement #DataDrivenEducation

Student

Verified

14/02/2025

On Campus

Excellent education and association system

A very diverse courses and cultures are present in the school. It was a place where I learned much, especially about job opportunities. The association life is great. Student can learn a lot of things about the difficulties in work, and allow them to have experience as a future managers.