Pervasiveness Of 'Side Hustles' Has Implications For Marketers
}
The pervasiveness of smartphones in the past 10-15 years has helped to support the growth of what’s known as the “gig economy.” The significant portion of U.S. workers seeking to supplement their incomes with gig work or “side hustles” has profound implications for brands, according to a report by advertising and marketing agency Dentsu.
Forty-six percent of U.S. consumers hold at least one “side job” outside of their primary occupation or status as retired or attending school, Dentsu’s survey found. Side work tends to be more common among Gen Z consumers (62%), Hispanics (61%), men (51%) and people who are employed full-time (54%).
Forty-two percent of respondents to Dentsu’s survey who don’t currently hold a side job said they’re likely to pick up one in the next five years.
