The multiple gigs hustle is alive and thriving among Gen Z and millennials. According to Intuit’s latest consumer survey, The Side Hustle Generation: Gen Z and Millennials Redefine Financial Success, nearly two-thirds of 18-35-year-olds have started or plan to start a side hustle as an addition to another form of income. Even more telling, 65% of them intend to carry their entrepreneurial ventures into 2025. These side hustles are more than fleeting trends—they represent a material shift in how younger generations approach work, purpose, and financial independence.
What’s driving this movement? For many, it’s about autonomy and identity. Nearly half of the respondents in the survey said their primary motivation is to be their own boss (49%), while 42% are driven by the desire to pursue their passions. Unlike traditional employment, side hustles offer flexibility and a chance to build something personal and unique.
However, the journey isn’t without its challenges. The biggest hurdle? Time – with 44% of side hustlers citing a lack of hours in the day as their top obstacle. Balancing a side hustle with other jobs and commitments isn’t for the faint of heart. Yet, improvements in technology, like artificial intelligence and automation tools, are changing the game. Many young entrepreneurs are leveraging AI to streamline operations, turning time-consuming tasks into efficient, turnkey processes.
What’s next for the future of the gig economy? Our survey suggests there are two major reasons Gen Z and millennials are shifting toward entrepreneurial pursuits and why this movement is here to stay.
A Durable Future Built on Flexibility
There’s an old adage, “The strongest will is the will that knows how to bend.” Meaning that the ability to pivot and adjust to change rather than rigidly resist is a sign of strength and resilience. This is exactly what younger generations are doing: embracing change to remain durable and resilient despite macroeconomic shifts, tightened job markets, inflation and a myriad of other societal volatilities. The one thing they know how to do? Flex when it’s necessary.
In contrast to past generations who sought stability and long-term corporate careers, Gen Z and millennials are pursuing their own paths, ones that prioritize personal fulfillment, diverse income sources, and creative independence.
Personally, in 2022, I found that starting a side hustle enabled me to pay off nearly $40K in student loan debt. My side hustle not only alleviated a great financial burden but gave me the freedom and agency to continue to pave my way into a competitive industry.
The gig economy, bolstered by the accessibility of mobile, digital tools, has made entrepreneurship more attainable than ever. In fact, 80% of Gen Z business owners started their businesses online or had a mobile component. From managing finances with AI-powered tech like Quickbooks and TurboTax to harnessing automation tools like MailChimp for smarter marketing, young business owners are showing remarkable durability and adaptability. They’re proving that with the right tools and mindset, entrepreneurship can be both sustainable and scalable.
Social Media’s Gold Rush
Social media plays a crucial role in this entrepreneurial journey. According to the survey, over 44% of respondents rely on platforms like Instagram, TikTok, and LinkedIn as their primary marketing tools, with 32% crediting social media as the key driver of their business success. These platforms are democratizing access to entrepreneurship, allowing anyone with a smartphone, perseverance and a vision to launch a venture.
Social media and technology offer additional tools to help a business succeed, such as raising brand awareness and affinity by quickly opening on an e-commerce platform or finding new clients that weren’t available to older generations through a touch of a button and swiping of a screen.
There’s an entire cultural renaissance happening on social media where creators, business owners and side hustlers are finding their target audience, customer or next gig all in the palm of their hand whenever or wherever they decide to work.
A Bright Future for Generation Side Hustle
As we look to 2025 and beyond, the side hustle is poised to continue to be an integral part of the workforce. With new technologies and evolving societal norms, these ventures will continue to offer a path to financial and personal growth.
The perceived risk of failure seems low too. Only 3% of respondents reported failing at their side hustle, with most pivoting quickly if things don’t pan out. On average, respondents reported that profitability is achieved within 3-6 months, indicating a swift return on investment for many. Younger generations are overcoming barriers, finding success on their own terms, and proving that the future of work is not bound by the 9-to-5.
As side hustles evolve from passion projects into profitable enterprises, it’s clear that Gen Z and millennials are reshaping the economic landscape. They’re not just participating in the gig economy—they’re leading it, armed with digital tools, entrepreneurial spirit, and a drive for autonomy. Gen Z and millennials are rewriting the rules of work—and the world is watching.
This generation isn’t just hustling for extra income—they’re building a new blueprint for success, one that will influence the workforce for decades to come.
Survey Methodology: Intuit surveyed 1000 18-35-year-old respondents; The survey was conducted in November 2024 with Pollfish.
The Side Hustle Generation: A Study on Gen Z and Millennials’ Redefinition of Success
Key Highlights
- High Participation in Side Hustles:
Nearly two-thirds (66%) of Gen Z and millennials (ages 18-35) have started or plan to start a side hustle, with 65% intending to continue in 2025.
- Top Motivations:
- 49% want to be their own boss.
- 42% are driven by a desire to follow their passions.
- Social Media’s Role in Entrepreneurship:
- 44% of young entrepreneurs use social media as their primary marketing tool.
- 32% credit social media as the key driver of their business success.
- Low Failure Rate & Quick Profitability:
- Only 3% report failing at their side hustles.
- Average time to profitability is 3-6 months.
- Challenges in Time Management:
- 44% of side hustlers struggle with finding enough hours in the day.
- Many are turning to AI and automation to streamline time-consuming tasks.
- Shift in Work Priorities:
- Gen Z and millennials prioritize flexibility, creativity, and autonomy over traditional corporate roles.
- Entrepreneurship offers them a personalized, scalable path to success.
- Outlook for the Future:
- The side hustle movement is expected to grow, with more young adults adopting entrepreneurial ventures as a core part of their careers.
- Technology and digital platforms are making entrepreneurship more accessible and sustainable.