Welcome to the age of the side hustle. If you’re trying to connect with today’s workforce especially Gen Z you need to understand the growing gig economy and the shift toward multiple income streams.
Gen Z isn't just working one job they’re juggling side gigs, freelance work, passion projects, and remote opportunities all at once. And it’s not just a trend, it’s the future of work.
The Rise of the Gig Economy
The term “gig economy” may have sounded futuristic back in 2009, but now it’s the new normal. Millions of Americans are no longer sticking with one full-time job. Instead, they’re taking on flexible, short-term roles that give them freedom, extra cash, and a sense of purpose.
Though it may feel like a recent boom, the concept of “gigs” goes back over 100 years. Jazz musicians in 1915 first used the word to describe one-time performances. By the 1940s, gig-style work exploded during World War II to fill temporary workforce gaps.
Today, platforms like Uber, DoorDash, and Fiverr have revolutionized how people earn and how companies hire.
Who’s Really Side Hustling in 2023?
Let’s break down the numbers:
- Gen Z: 53% have side hustles
- Millennials: 50%
- Gen X: 40%
- Baby Boomers: 24%
And it’s not slowing down. One report says that 83% of Americans may be side hustling by 2027. Gen Z is leading this revolution and earning big. They’re bringing in an average of \$1,000 a month, while the average side hustle overall generates around \$810 monthly.
Some of the top-paying gigs today include:
- Food delivery (Uber Eats, DoorDash)
- Online surveys (up to \$26/hr)
- Grocery delivery (Instacart and more)
Even more impressive? Gen Z side hustlers contribute \$2.58 trillion to the U.S. economy.
The Rise of the Free Agent Worker
These side hustlers aren’t just juggling gigs they’re redefining what it means to work. Think of them as free agents professionals who prefer flexibility, independence, and purpose over routine jobs.
Back in 1995, only 10% of workers took on side gigs. Today, that number is closer to 50%. The traditional 9 to 5 job is being replaced by on-demand work and digital freedom, powered by platforms like Airbnb, Lyft, Caviar, and more.
A recent report from GigWorker.com reveals 94% of Americans are open to joining the gig economy. Why? Because it gives them:
- More control over their time
- Freedom to choose projects
- Greater earning potential
How to Attract and Retain Gen Z Side Hustlers
If you’re an employer or business leader, you need to rethink how you work with the next generation. Gen Z craves purpose, autonomy, and innovation. Here are three powerful ways to meet them where they are:
1. Build an Internal Gig Culture
Why not let your company function like a mini gig economy? Offer short-term, cross-functional projects that allow employees especially young ones to switch roles, try new ideas, and contribute creatively. This taps into their entrepreneurial energy and makes your organization feel more like a startup.
2. Launch an Intrapreneur Team
Give Gen Z a space to innovate within your company. Create an “intrapreneur” team where creative thinkers (especially young workers) can pitch ideas, work on new products, and explore bold solutions. Offer some seed funding and let their ideas grow.
This gives them the startup experience without leaving the stability of your organization.
3. Let Young Talent Lead
Gen Z doesn’t want to wait years for leadership roles. According to Pew Research, over half of Americans held leadership positions in their youth whether in school clubs or community groups. Give them real responsibility. Let them lead projects, mentor peers, or co-create with senior staff.
When young professionals feel like owners, they’ll go the extra mile for your brand.
The Bottom Line
The gig economy is here to stay and Gen Z is powering it. If your company wants to stay relevant, it’s time to evolve. Embrace the hustle mindset, build flexible roles, and empower your team to lead from the start.
Because when you give young talent the freedom to create, they’ll not only work for you, they’ll thrive with you.