The side hustle generation: Why no one wants a 9-to-5 anymore
It’s 8:59 AM and a young professional in Johannesburg is not stuck in traffic or pouring coffee in a boardroom. Instead, she’s already completed a graphic design brief for a client in the UK, uploaded a YouTube video on passive income, and is halfway through editing a fashion reel for her Instagram side hustle. Welcome to the rise of the Side Hustle Generation- a generation that is redefining what it means to “work.”
The traditional 9-to-5 model, once a symbol of stability and success, is losing its shine. Millennials and Gen Z are ditching the cubicle in favour of flexibility, autonomy, and purpose-driven work. Why the shift? It’s not just about money, though that’s part of it. It’s about control, creativity, and the ability to diversify income streams in a volatile economy.
The COVID-19 pandemic didn’t start this revolution, but it certainly accelerated it. As companies restructured, retrenched, and remote work became the norm, people realised they could earn, and often earn more, without the overheads of formal employment. With just a smartphone, a Canva account, and a dream, you could sell products, offer freelance services, teach online, or build a brand.
South Africans, in particular, are natural-born hustlers. Faced with high unemployment rates and a rising cost of living, many are turning side hustles into survival tools. Whether it’s baking custom cakes, tutoring online, flipping thrifted fashion, or trading on the JSE, side hustles are no longer just weekend projects, they’re becoming people’s main character energy.
But it’s not just about economics. There’s also a generational value shift at play. Today’s workforce prioritises meaning, mental health, and flexibility. They want to travel, spend time with family, volunteer, and avoid burnout, all while building income streams that reflect their passions and personalities. A 9-to-5 can feel limiting in comparison.
And here’s the kicker: brands and marketers need to pay attention. This isn’t a trend, it’s a movement. The Side Hustle Generation is not just consuming differently, they’re working differently, thinking differently, and expecting brands to meet them where they are. Marketing strategies must now speak to the multi-hyphenates: the barista-photographer-podcast host or the accountant-candle-maker-influencer. They want products, platforms, and services that fuel their ambitions—not just fill a shopping cart.
The reality is, many side hustlers are already using AI, often without even realising it. Whether it’s scheduling posts, writing captions, or tracking what’s working online, AI is becoming a handy tool for small businesses and solo creators.
If you’re curious about how AI can fit into what you’re building, the IMM Institute’s Marketing in the Age of AI short course is a great place to start. It’s practical, easy to follow, and designed to help you stay ahead in a fast-changing world.
The future of work is fluid, and the Side Hustle Generation is just getting started. Whether you’re marketing to them or one of them, the message is clear: passion is power, and work is what you make of it.
