The Gen Z side hustle revolution

 Gen Z

Ella Mathu is 22. Call her Ella-Elsie, that is the name she prefers. Having taken an IT degree and just waiting to graduate, she recently secured a job in an ICT firm in the fast-moving Nairobi City.

Aside from her day job, Ella-Elsie is a fashion model who promotes clothing brands on her social platforms for money. Each of her social media posts is a source of income with some going for as much as Sh50,000 thanks to her big following that gives her bargaining power.

Content creator? Influencer? Brand her either. She has also started online classes where she teaches other girls how to create compelling TikTok content. This is just one of her newly found revenue sources.

Like Ella-Elsie, Ryan Mbote, 23, is in the world of communication technology having graduated at one of the leading multimedia colleges. He has not landed permanent employment but he is a content creator too who gets gigs from corporate clients who would like to enhance their social media visibility.

He runs several social media spaces for individuals and corporate companies. During the weekends, he is doing commercial photography and also editing videos for various clients.

Fusing work and pleasure, he is a resident photographer in three city clubs where he too runs their social pages. His income, combined, is good enough to earn him a decent living.

Welcome to the world of Gen Z.

According to a May 2022 Zapier survey of 2,032 US adults, more than a third of Gen Zers have a side hustle. Nearly two-thirds of both Gen Zers and Millennials have one.

A February 2023 global survey of 10,000 workers by Kantar shows that 40 per cent of Gen Z workers have at least two different roles.

Gen Z are the generation after Millennials, and before Gen Alpha, so roughly speaking, they were born between the mid-1990s and early 2010s.

Generation Z will soon surpass Millennials as the most populous generation on earth, with more than one-third of the world's population counting themselves as Gen Zers.

First digital natives

They have enthusiastically embraced the idea of the side hustle.

They are the first generation of 'digital natives', never knowing a world without the internet and growing up in an era of economic uncertainty. This also means they are well-equipped to adapt to a changing job market and the flexible work arrangements that come with it.

Shanice Alego, for instance, is a social media consultant at an advertising firm. Her main job is to create content media strategies and post regularly on the company's profiles.

She combines her full-time role with a part-time business: creating and growing Instagram accounts and then selling them to businesses. She finds both jobs equally rewarding.

The Side Hustle Revolution

Gen Z no longer finds the traditional idea of reliable nine-to-five employment alluring. They are looking for freedom, adaptability, and the chance to follow their passions.

They are aware of the value of diversifying their sources of income in a world where financial security is no longer a given. With the help of side businesses, people may weather economic downturns and exert more control over their financial situation.

Gen Z now has a wealth of alternatives to monetise their skills, abilities, and hobbies outside of the conventional job model thanks to the growth of the gig economy.

"We have grown up with financial gurus saying we need seven sources of passive income, so how exactly do you do that at 19?" poses Peris, a university student who owns an online shoe business and does modelling on the side.

Social networking is business

Side hustles existed before the pandemic, but they were often born out of necessity rather than passion.

However, connections and technology are fueling the fire. The popularity of side jobs has increased due to Gen Z's enthusiasm for technology and natural ability to use digital platforms.

The internet gives these young inventors a way to reach a global audience and monetise their skills through e-commerce endeavours, content creation, social media marketing, and freelance services.

They are breaking down barriers and erasing distinctions between work and pleasure thanks to their access to a variety of digital tools.

For Gen Z businesses, social media platforms like Instagram, TikTok and YouTube have developed into effective tools for showcasing their talent and cultivating a devoted audience.

What Millenials use for social networking and as a means to keep in touch with old friends, Gen Z use to create cashflows and careers.

By utilising their online presence to advertise goods, services, and personal brands, they convert their interests into successful businesses.

Gen Z may work together with others who share their interests, learn from business experts, and access a global network of opportunities thanks to the interconnection of the digital era.

"If you see the numbers in terms of the layoffs that occurred during the Covid-19 pandemic, you will start to understand why a Gen Z is not excited about that nine-to-five office job," says Michael Mwangi, a career consultant.

"And even if they get one, the side hustle will always be part of their 'mainstay' and that way, most never want to give their full time to that traditional office setting job. It is all about making money while still being flexible," he adds.

Mwangi says gigs that come with the digital era look more lucrative, appealing and less burdensome. He says pursuing these jobs as different revenue streams is like making a living out of one's hobby, having several jobs out of your passion.

Previous generations grappled with finding their passions, especially at an age when they needed to get gainful employment to take care of their families. Many people ended up compromising, trading in their drumsets for three-piece suits and joining the workforce. Not for this generation though.

Gen Z values passion and purpose over just clocking in and out, in contrast to earlier generations. They can explore their interests, learn useful skills, and obtain practical experience through side businesses while advancing their main career objectives.

 An influencer adjusts a smartphone and ring light before doing a vlog. [iStockphoto]

The best side hustles for Gen Z

They are making the most of their special talents to build successful businesses, whether they are making handmade goods, providing graphic design services, or imparting their knowledge through online classes.

Among the best side hustles for Gen Z includes creating unique pages on Tik Tok, creating in-demand content, creating websites, photography, creating digital products and being virtual assistants and directors.

This is not to say previous generations lacked drive. They simply had limited means to make their dreams come true. Several of the conventional entrance hurdles have been eliminated by the accessibility of internet marketplaces and platforms.

Gen Z supports the idea of "doing what you love" and values acquiring a variety of experiences that add to their total skill set and personal growth.

"I was on the brink of a mental health breakdown at the end of 2021," says Olivia, 21, who suffers from anxiety and depression.

"I had a well-paying job but the hours were grueling and I quit. Now I am a freelance interior designer. If I wake up tomorrow feeling down I just take the day off and chill, maybe go bowling. Then tomorrow I feel better I scale up and work from midnight to 5 am if I want to. That is what gives me a quality life. That is something to aspire to," she adds.

However, despite the enormous potential presented by the side hustle revolution, Gen Zers still have their share of difficulties.

Resilience and adaptability are necessary for managing various commitments, scheduling their time wisely, and creating a sustainable income stream.

Additionally, the dynamic digital environment necessitates ongoing education and the capacity to stay ahead of the curve.

Competition in the gig economy is fierce, and standing out from the crowd can be a daunting task.