Hustle & Flow: Who Side Hustlers Are and How Brands Can Tap In

By 2030, all UK families are projected to be worse off, with the poorest experiencing a 6% decrease in disposable income. Australians are facing the sharpest decline in living standards since World War II, with significant economic challenges impacting households nationwide. In the US as of August 2024, the purchasing power index dropped to 89, indicating an 11% decline since the base year.

Enter the side hustle. Once a nice-to-have, it’s now a financial lifeline and for some, a path to freedom and creativity. From Etsy shops to consulting and Riders, side gigs are booming, not just in the western world but as a global phenomenon.

This article explores who side hustlers are, what they do, how they think, how they spend, and how brands can genuinely connect with this fast-moving, entrepreneurial crowd.

The Pressure That Sparked a Movement

Economic instability, rising costs, and cultural shifts have made side hustling more than just a trend; it’s a necessity and a statement. Between 1990 and 2025, U.S. housing prices rose by 245%, healthcare costs by over 250%, and higher education fees by 440%, while wages only grew 180%. For many, one job no longer pays the bills. But money isn’t the only motivator. Social media glorifies entrepreneurship, influencers promote hustle culture, and younger generations are rejecting the old definitions of success. For Gen Z and Millennials, starting a side hustle isn’t just smart, it’s expected. Side hustling isn’t just about surviving, it’s become a cultural badge of honor. It represents independence, identity, and the desire to own one’s time and future.

The Tech Revolution: Hustle Meets Infrastructure

Technology has fueled this boom. Uber, Etsy, and Fiverr lowered the barrier to entry. AI tools like ChatGPT, Canva, and Shopify make launching a business easier and cheaper than ever. In 2024 alone, platforms like Etsy reported over 8 million sellers. Fiverr, Upwork, and eBay empower creators, consultants, and gig workers globally. AI isn’t just a tool it’s an accelerator, powering solopreneurs and automating workstreams once reserved for specialists. The no-code movement, automated finance platforms, and AI-powered customer service solutions are transforming what one person can achieve. Now, a single individual can do the work of a small agency, with AI as their assistant.

Who Side Hustlers Are Around the World: Different Economies, Same Hustle

The side hustle economy is global, but its drivers vary widely. In Canada, 28% of the overall population engages in side gigs, with participation peaking at 35% among Gen Z. Instead, in the U.S., 39% of the population hustles on the side, especially Millennials (50%) and Gen Z (46%), who often view it as a tool for lifestyle flexibility. In the UK, only 19% of the general population reports side hustles, though that number rises to 42% among Millennials. Across generations and geographies, the trend is clear: hustling is becoming a default. While the tools are increasingly digital, the motivations, ranging from economic necessity to personal ambition, remain deeply shaped by local realities like housing costs, career stagnation, and the pursuit of independence.

What They Actually Do

Side hustlers wear many hats:

• Gig workers (Uber, DoorDash, TaskRabbit)
• E-commerce sellers (Etsy, Shopify, Amazon)
• Freelancers (Upwork, Fiverr, Toptal)
• Content creators (TikTok, YouTube, Substack)
• Investing (Trading, Crypto, wealth management, or alternative form of investment as art and collectibles etc.)
• Consultants, coaches, and part-time service providers Their work spans from retail and media to education, tech, and finance. For many, side hustling isn’t a stepping stone; it’s the main goal. The boundaries between part-time and full-time are blurring, as more hustlers scale their side projects into primary sources of income.

How They Learn: Search Habits & Social Habits

These aren’t casual browsers. 39.4% of full-time side hustlers use the web for business research, versus 25.5% of the general population. 23.1% use digital communities to network. 48% follow industry news closely. When they go online, it’s with a purpose: to learn, to connect, to grow. YouTube is a learning hub. Reddit is a research lab. Discord is a co-working space.

On social media, they’re always on. 36% use TikTok multiple times a day. 31% check Instagram more than once daily. They prefer bite-sized content that delivers value quickly, short videos, practical tips, and real talk from other hustlers.

What Drives Their Purchases:

Side hustlers are value-driven buyers. 36.5% rely on customer reviews. 22.6% look for brand familiarity. 19.7% trust social media or influencer recommendations. They’re cautious but open to spending if the product supports their goals. They’re less influenced by ads and more by proof: real outcomes, authentic experiences, and honest reviews.

Their values? Financial growth, autonomy, and constant learning. 43.3% identify as adventurous. 35.8% see themselves as risk-takers. 51.1% are career-focused. 34% are money-driven. They’re obsessed with ROI in time, energy, and money. Hustlers constantly assess what helps them grow and what wastes their time.

Who Side Hustlers Are: Interests, Passions & Purchases

According to recent data, they’re not just scrolling aimlessly or binge-watching shows; they’re building their own road for financial freedom. Side hustlers are investing in themselves, learning new skills, exploring growth industries, and constantly evolving their personal playbook for success. For them, free time isn’t downtime, it’s development time.

They make strategic purchases that support their productivity, presence, and performance. Side hustlers understand that minor purchases (like a second screen or scheduling app). can drive major results. They have a high frequency for purchasing Headace medicine, reflective of their stressful life, Makeup for appearance matters in client-facing gigs. They make strategic purchases that support their productivity, presence, and performance. 

When it comes to big purchases, they prioritize essentials. 23.8% bought motorcycles (for gig work). 25.1% pay for their own health insurance. 26.6% buy laptops to run their businesses. Only 27.7% take vacations they’d rather reinvest in growth. Even luxury spending, when it happens, tends to have a purpose: tools for better sleep, creative inspiration, or social presence.

Rethinking Marketing: Less Push, More Partnership

Traditional hard-sell tactics fail. This audience is informed, sceptical, and ROI-obsessed. They’ve seen too many get-rich-quick schemes. Hard urgency? Dead on arrival. Banner ads, aggressive calls-to-action, and over-polished messaging fall flat. They don’t want to be sold, they want to be supported.

Strategy Crafting:

What does work?

• Lead with education: How-to, tutorials, webinars
• Show the hustle: Use real side hustler case studies, not polished influencer campaigns
• Offer proof, not polish: Give them tools and content they can use today
• Flex your pricing: Freemium models and scalable subscriptions win. Educational content positions your brand as a trusted partner, not a seller.

Storytelling That Resonates With Who Side Hustlers Are

Side hustlers don’t want inspiration, they want real. Highlight the grind. Share the learning curves. Show failures alongside wins. When you make their story the hero, your brand becomes their ally. It’s not about painting a perfect picture, it’s about showing you get it. Real talk builds real trust.

Building Long-Term Loyalty: More Than a Transaction

This group isn’t chasing short-term perks; they want support that scales. According to GWI:

• 17.8% of side hustlers have purchased digital education content (vs. 11.5% of the general public)
• 12.9% have bought software tools in the last 6 months (vs. 7.9% average)
• 39.4% actively research ways to grow their business. They want community, not just content. Tools, not just products. Solutions, not just sales. If your brand can deliver value over time and scale alongside its growth, you’ll earn long-term loyalty.

What’s Next: Predictions for the Next Five Years

Side hustling is just getting started. In the next five years, we’ll see a major shift in how work is structured and who defines success:

• AI-native solopreneurs will dominate, running micro-businesses with fewer tools, less overhead, and more scalability.
• Multi-hyphenate identities will be the norm. People won’t ask “what do you do?” they’ll ask “what are you building?”
• Corporate structures will adapt by offering more flexible roles and contractor-friendly ecosystems to retain talent that doesn’t want full-time.
• B2B and B2C will blur, as more hustlers operate both as consumers and vendors. Expect platforms and products to serve dual roles.
• Fintech, wellness, and learning tools will flourish. Hustlers want better banking, mental health support, and upskilling delivered on their terms. As technology and hustle culture evolve together, side hustling will reshape the future of work and the future of business itself. Brands that build for this next phase, supporting autonomy, community, and scalable tools, will win long-term relevance in the evolving economy.

Who Side Hustlers Are: Conclusion

Hustlers are no longer the exception, they’re the blueprint. They reflect where work, culture, and ambition are heading. For brands, this isn’t just a market segment, it’s a mindset to align with. Support their growth, and they’ll fuel yours.

About The Author

Fuelled by curiosity and a passion for big ideas, Giacomo Tarabelli earned a BBA in London with a focus on Entrepreneurship, followed by a Master’s in International Management from Luiss. Throughout the academic journey, collaborations included global leaders such as Meta, Hermès, and Coca-Cola HBC.

The professional path began in Strategic Marketing at Human Centric G, under the mentorship of Professor Matteo Rinaldi, evolving into a consultancy role across diverse industries. Experience ranges from crafting marketing strategies for FMCG giants like Carlsberg to supporting the growth of family-owned aviation companies such as Tecnam.

Guided by Einstein’s philosophy, “I am neither clever nor especially gifted. I am only very, very curious.”

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