{"id":12647,"date":"2024-12-11T09:17:58","date_gmt":"2024-12-11T17:17:58","guid":{"rendered":"https:\/\/intuitblog.com\/?p=12647"},"modified":"2025-11-24T10:09:55","modified_gmt":"2025-11-24T18:09:55","slug":"the-side-hustle-generation","status":"publish","type":"post","link":"https:\/\/www.intuit.com\/blog\/innovative-thinking\/the-side-hustle-generation\/","title":{"rendered":"The Side Hustle Generation: Gen Z and Millennials Redefine Financial Success"},"content":{"rendered":"\n

The multiple gigs hustle is alive and thriving among Gen Z and millennials. According to Intuit\u2019s 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\u2014they represent a material shift in how younger generations approach work, purpose, and financial independence.<\/p>\n\n\n\n

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What\u2019s driving this movement? For many, it\u2019s about autonomy and identity. Nearly half of the respondents in Intuit’s  study  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.<\/p>\n\n\n\n

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However, the journey isn\u2019t without its challenges. The biggest hurdle? Time \u2013 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\u2019t 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-powered technology like Intuit\u2019s financial platform to streamline operations, turning time-consuming tasks (like accounting with Intuit QuickBooks) into efficient, turnkey processes.<\/p>\n\n\n\n

What\u2019s 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<\/a> and why this movement is here to stay.<\/p>\n\n\n\n

A Durable Future Built on Flexibility<\/strong><\/h3>\n\n\n\n

There\u2019s 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\u2019s necessary. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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 <\/a>started their businesses online or had a mobile component. From managing finances with AI-powered technology like Intuit Quickbooks and TurboTax to harnessing automation tools like Intuit MailChimp for smarter marketing, young business owners are showing remarkable durability and adaptability. They\u2019re proving that with the right tools and mindset, entrepreneurship can be both sustainable and scalable.<\/p>\n\n\n\n

Social Media\u2019s Gold Rush <\/strong><\/h3>\n\n\n\n

Social media plays a crucial role in this entrepreneurial journey. According to Intuit\u2019s  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.<\/p>\n\n\n\n

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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\u2019t available to older generations through a touch of a button and swiping of a screen.<\/p>\n\n\n\n

There\u2019s 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. <\/p>\n\n\n\n

A Bright Future for Generation Side Hustle <\/strong><\/h3>\n\n\n\n

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 Gen Z a path to financial literacy<\/a> and personal growth. <\/p>\n\n\n\n

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\u2019t 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.<\/p>\n\n\n\n

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As side hustles evolve from passion projects into profitable enterprises, it\u2019s clear that Gen Z and millennials are reshaping the economic landscape. They\u2019re not just participating in the gig economy\u2014they\u2019re leading it, armed with digital tools, entrepreneurial spirit, and a drive for autonomy. Gen Z and millennials are rewriting the rules of work\u2014and the world is watching. <\/p>\n\n\n\n

This generation isn\u2019t just hustling for extra income\u2014they\u2019re building a new blueprint for success, one that will influence the workforce for decades to come. Intuit is by Gen Z\u2019s side with our  financial technology platform that is built to help people make confident financial and entrepreneurial decisions and feel in control of their money.<\/p>\n\n\n\n

Survey Methodology: Intuit surveyed 1000 18-35-year-old respondents; The survey was conducted in November 2024 with <\/em>Pollfish<\/em><\/a>. <\/em><\/p>\n\n\n\n

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The Side Hustle Generation: A Study on Gen Z and Millennials\u2019 Redefinition of Success<\/strong><\/h3>\n\n\n\n
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Key Highlights<\/strong><\/h2>\n\n\n\n