• New research from Visa reveals 45% of Gen Z now have a side hustle, with over a third (37%) of these having more than one

• The earnings for a majority (61%) of Gen Z side hustlers grew more than 10% in the last twelve months, with passion-based projects reaping the rewards

16th July, 2024 – London, UK – Visa, the Official Payment Technology Partner of the Olympic and Paralympic Games Paris 2024, today reveals the secrets behind the success of side hustles set up by Gen Z, people born between 1996 and 2010, and how they are evolving to help young people level up their game.

New research conducted by Visa finds that 45% of Gen Zs now have a side hustle, with over a third (37%) of these having more than one. E-commerce (34%), social media influencers (25%) and passion-based projects (19%) are the top three types of side hustle businesses being run by Gen Zs, according to Visa.

Almost seven in ten (69%) of Gen Z side hustlers set up their business with the primary objective of earning extra income, with average earnings from a side hustle being £218.60 per month. However, Visa also finds that over a quarter (27%) began their venture to explore a passion and a similar number (26%) did so to develop their skills further.

Of those surveyed, a majority (61%) report that they increased their side hustle income by at least 10% of the last 12 months, with the average increase at 22% year-on-year growth. The survey also reveals that those who are more passionate about their side hustles report significantly higher income levels[1], whilst side hustles that have been running for more than two years, generate higher earnings[2].

Inspiring the next generation of entrepreneurs

The survey identified three emerging side hustles trends:

• ‘Soul Traders’, which represent 79% of side-hustles and are driven by passion and personal interests.

• ‘Hashtag Hustlers’, characterised by those who peg their products and services to social media trends, making up 59% of side-hustles.

• ‘Tri-Hustlers’, those juggling multiple side-hustles with the aim of maximising income (37%).

Grace Kennington, aged 22, turned a pandemic past-time into a successful side hustle, enhancing her skills in design, marketing, and social media to sell artwork online. She comments, “I wear a million different side-hustle hats; I’ve become an expert at everything from packaging, stock management and design. It’s really made me a lot more adaptable! My biggest piece of advice to aspiring side-hustlers is to just get stuck in, even if you’ve had no training. Also reach out to people doing similar work to build your network.”

Gen Z’s friends play a key role in their side hustles; a third (33%) claim their friends inspired them to start it, with a further 39% saying their friends help to make their side hustle a success, while just over a fifth (21%) are inspired by celebrities or influencers.

Supporting Gen Z reach their potential

Looking ahead, over half of Gen Z side hustlers (54%) would like to grow their profits over the next year, with a third (33%) looking to learn a new skill for their side-hustle, and a quarter (25%) wanting to grow their services online.

Sustainability and legacy-building underpin Gen Z’s long-term outlook; over a third (35%) aspire to eventually quit their primary job to focus entirely on their side hustle, and a further two fifths (39%) hope that their side-hustle will continue on for generations in their family.

Mandy Lamb, Managing Director, UK&I at Visa comments: "Gen Z are already playing a transformative role in our economy, spurring on innovation and new ways of working. Through our research, we’ve uncovered some really positive signs that they will continue to change the way businesses and organisations operate in years to come.

“Visa is committed to championing this new generation of small business owners, providing them with the support they need to thrive, and using our platform to inspire everyone to achieve their business dreams."

To support current and future side hustlers, Visa asked the top 10% of side hustle earners to share their pieces of advice to aspiring side-hustlers. Below are their top five tips:

1. Set clear goals and track your progress to stay motivated (53%)

2. Pick something you enjoy (50%)

3. Don’t be afraid of what other people think (46%)

4. Embrace learning from failures – they are opportunities for growth (43%)

5. Celebrate your milestones and successes along the way to stay inspired (41%)

To highlight the role that passion plays in helping people reaching their full potential, Visa has teamed up Adam Peaty with creative technologist Tigris Li and music producer Ellie Dixon to fuse their passions of music and swimming. Watch Adam Peaty create make music with his movements in Visa’s ‘Level Up Your Game’ docu-series here: Link to follow.

As a sponsor of the Olympic Movement for almost 40 years, Visa continues to champion excellence and perseverance - values that resonate deeply with athletes and side hustlers everywhere.

ENDS

Notes to Editors

For further information please contact visasidehustle@grayling.com.

About the research

Research commissioned by Visa and conducted by Opinium with 2,000 Gen Z (16-27 year-olds). The research was carried out between 23rd July 2024 and 27th July 2024. The data was collected using an online survey in the UK.

About Visa

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.co.uk.

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