Gen Z Founders: How a Greek Summer Started Isobel Dolan’s WANT-ID

In a cost-of-living crisis, an exhausting job market and an age of AI automation, starting a business is a huge leap of faith. Now, imagine you’re a grad with a couple of years of experience, limited savings and a huge student loan. Your dream just got a whole lot scarier.

In this series, we’re unpacking the trustfalls various Gen Z founders are making across the influencer marketing industry and creator economy.

While an exciting place of economic growth, the creator economy can be overwhelming and oversaturated. It’s essential to stand out and set clear goals to succeed.

Isobel Dolan founded WANT-ID with the core value of turning athletes into more than names on a roster, but what does that actually look like?

Sofia Aira: How old were you when you first founded WANT-ID?

Isobel Dolan: I was 27. WANT-ID was born in the summer of 2025 while I was in Greece, where, through coincidence, I was fortunate enough to spend time with, and really understand the thinking of an experienced branding expert.