Get All Access for $5/mo

Gen Z Isn't the 'Snowflake Generation' and Probably Works Harder Than You, Research Shows Thirty percent of Americans are working a side hustle due to economic concerns.

By Amanda Breen Edited by Jessica Thomas

Thana Prasongsin | Getty Images

It's the era of the side hustle — and everyone's getting in on it.

New research from marketing and data analytics company Kantar revealed that 36% of millennials, 30% of Gen X and 21% of Boomers have at least two jobs, but Gen Z are the busiest side-hustlers — with 40% working an extra gig, Fox Business reported.

Related: Managers on Gen Z: 'Difficult' at Work and 'Lack Discipline'

It's little wonder why: Gen Z are more likely than other generations to report that the pay they receive for their work does not afford them a good quality of life (26% compared to 20%), and 77% of them are in search of a new job (nearly double the rate of other respondents), per a McKinsey & Company report.

The Kantar study also found that 30% of Americans work a side hustle due to economic concerns; 49% do so to combat economic uncertainty; and 34% do so to meet current financial needs.

So, despite reports of Gen Zers participating in buzzy and much-maligned movements like "quiet quitting" and "bare minimum Mondays," it appears the youngest working generation does know what it takes to succeed in today's high-cost-of-living environment.

Related: Gen Z Says Boomer Colleagues Are 'Tech-Shaming' Them

"It's also a reminder of the importance of having first-party quality data to challenge fallacies: Gen Z is not the 'snowflake generation' but an incredibly hardworking resilient group — one of the counterintuitive insights revealed in this report," Caroline Frankum, CEO of Kantar's Profiles division, said.

Amanda Breen

Entrepreneur Staff

Senior Features Writer

Amanda Breen is a senior features writer at Entrepreneur.com. She is a graduate of Barnard College and received an MFA in writing at Columbia University, where she was a news fellow for the School of the Arts.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Leadership

Should I Stay or Should I Go? 8 Key Points to Navigate the Founder's Dilemma

Here are eight key signs that help founders determine whether to persevere or let go.

Marketing

Your Most Powerful Marketing Weapon Is Hiding in the Finance Department — Here's Why

Transform your marketing leadership by turning finance from a barrier into a strategic ally. Learn how aligning with your finance team can drive unprecedented growth and innovation.

Starting a Business

They Bought an Ice Cream Truck Off eBay for $5,000. Now Their Company Has 70 Shops and Sells Treats in Over 12,000 Stores.

For the episode of "The Founder CEO," the co-founder and CEO of Van Leeuwen Ice Cream explains how one ice cream truck grew into a successful nationwide brand.

Business News

Meta Makes $1 Million Dollar Donation to Donald Trump's Inaugural Fund

Meta CEO Mark Zuckerberg also reportedly gave Trump a pair of Ray-Ban Meta smart glasses.

Growing a Business

How Connecting With the Right Audience Drives Long-Term Business Success

Here's how targeted lead generation can help you unlock higher conversions, stronger brand loyalty and scalable growth.

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.