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Gen Z rejects the culture of sideways hustle in favor of balance







Research has found that although there is no single reason young Britons are taking up a side hustle, they are spending more time with it, with 17% saying their ‘side hustle’ is pure passion activity and 57% of Gen Z spends more than 16 hours a week on them. Additionally, 38% said they were using extra income to help with economic hardship due to the pandemic and the rising cost of living.

What does this mean for brands?
With a greater focus on entrepreneurship and side hustle, brands have the opportunity to support self-employed entrepreneurs and equip them with the tools they need to turn their passions into financial reward without sacrificing their work-life balance. . A challenge that is reinforced by the fact that 38% of British workers were considering changing jobs between September 2021 and March 2022 to allow a reprioritization of their lives.

The report demonstrates that for brands, hustle culture has long been an easy way to engage younger, more ambitious audiences. However, Gen Z’s growing awareness around toxic work cultures means brands need to update their understanding and market to the new aspirations of young consumers and the definition of work and success.

Zuhur Mohamed, Research + Next Gen Culture Insights at Impero said, “The insights from the report are simply fascinating. We live in unprecedented times, emerging from a pandemic and with a cultural shift that has put the power back in the hands of Gen Z. Brands need to recognize the younger generation’s changing attitudes to work and adapt their way market it.

“Tiktok’s popular sound, ‘I don’t dream of a job,’ pretty much sums up how Gen Z feels – they reject hard work in favor of hobbies. From our conversations with our panelists, it’s clear that young people are judgmental and cynical about the role work plays in their lives. Hustle as we understand it is not appealing, ambitious or interesting enough to capture their attention. If anything, this is a diversion .

“From the rise of capitalism memes and goblin mode to the satire of Girlboss and the anti-work movement, these are all examples of a noisy online conversation questioning productivity and traditional markers of success. Young people want permission to play, slow down and indulge, consider how your brand can serve these new aspirations.

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