The trend of juggling multiple jobs is flourishing among Gen Z and millennials. According to Intuit’s recent survey, nearly two-thirds of individuals aged 18-35 have started or plan to start a side hustle alongside their primary source of income. Remarkably, 65% of them plan to continue these ventures into 2025. These side hustles are not mere passing fads—they reflect a significant shift in how younger generations view work, financial independence, and personal fulfillment.
What is fueling this movement? For many, it is about independence and self-expression. Nearly half (49%) of survey respondents stated their primary motivation is the desire to be their own boss, while 42% cited a passion for pursuing what they love. Side hustles offer flexibility and the chance to create something unique, unlike traditional nine-to-five jobs.
However, this journey is not without its obstacles. The biggest challenge cited by 44% of respondents is time—balancing multiple jobs and commitments requires effort and determination. Fortunately, advancements in technology, such as artificial intelligence and automation tools, are helping young entrepreneurs streamline their businesses. Tasks that were once time-consuming can now be completed efficiently, allowing more time for growth and innovation.
The Future of the Gig Economy
The survey reveals two key reasons why Gen Z and millennials are embracing entrepreneurship: flexibility and resilience.
Flexibility as a Strength
Younger generations are adapting to economic and societal changes by embracing flexibility. Unlike past generations, who often sought stability through long-term corporate careers, Gen Z and millennials are charting their own paths. They prioritize personal fulfillment, diverse income sources, and creative freedom over traditional definitions of success.
For example, in 2022, one individual used a side hustle to pay off $40,000 in student loan debt. This additional income not only alleviated financial stress but also provided the freedom to enter a competitive industry with confidence.
Entrepreneurship has become more accessible thanks to digital tools and mobile technology. The survey found that 80% of Gen Z business owners started their ventures online or included a mobile component. From managing finances with AI tools like QuickBooks to using automation platforms like Mailchimp for marketing, young entrepreneurs are demonstrating remarkable adaptability and resourcefulness.
The Impact of Social Media
Social media has become an essential tool for today’s entrepreneurs. Platforms like Instagram, TikTok, and LinkedIn are used by 44% of young business owners as their primary marketing tools, with 32% crediting social media for their business success. These platforms are leveling the playing field, enabling anyone with a smartphone and determination to launch a business.
Social media also supports growth by making it easier to build brand awareness, connect with new clients, and establish an online presence. This accessibility is fueling a cultural shift, where creators and entrepreneurs can find their audience and customers from virtually anywhere.
A Bright Future Ahead
Looking to the future, side hustles are set to remain a vital part of the workforce. With evolving technologies and changing societal norms, these ventures provide opportunities for financial and personal growth.
The perceived risk of failure is low; only 3% of survey respondents reported failing at their side hustle. On average, profitability is achieved within 3-6 months, demonstrating the potential for quick returns on investment.
Gen Z and millennials are shaping the future of work by redefining success on their own terms. Armed with digital tools, entrepreneurial spirit, and a desire for autonomy, this generation is leading the charge in the gig economy. They are not just earning extra income—they are building a new model for success that will influence the workforce for years to come.
Key Survey Findings:
- High Participation: Two-thirds (66%) of 18-35-year-olds have started or plan to start a side hustle, with 65% continuing into 2025.
- Motivations: 49% want to be their own boss, while 42% want to follow their passions.
- Role of Social Media: 44% use it as their primary marketing tool; 32% credit it for business success.
- Profitability and Failure Rates: Only 3% report failure, with most becoming profitable in 3-6 months.
- Challenges: Time management is the top struggle for 44%, with many relying on AI tools to save time.
This generation is paving the way for a workforce that values flexibility, creativity, and independence, proving that the side hustle is more than a trend—it is a cornerstone of the modern economy.