Side Hustle

Why Employers Should Support Gen Z’s Side Hustles: A Strategic Guide


As businesses navigate a post-pandemic world marked by a surge in new formations and an evolving workforce, a significant trend emerges: the rise of the “Hustle Generation,” led by Gen Z. This generation is redefining employment norms, opting for multiple income streams and flexible working environments. This article argues that employers stand to gain from actively supporting and even aiding these side hustles.

The Gen Z Landscape: More Than Just a Job

For Gen Z, side hustles are not merely a way to make extra money; they are often passion projects that offer a sense of purpose and personal fulfillment. According to a 2022 survey by Microsoft, nearly half of Gen Z respondents were juggling multiple side hustles. Employers should note that this entrepreneurial spirit is not a fleeting trend but a fundamental shift in career aspirations.

The Advantages of Supporting Side Hustles

  1. Skill Development: Gen Z workers often acquire a diverse set of skills through their side hustles. These skills can be beneficial for their primary jobs, reducing the need for additional training and skill development programs.
  2. Employee Retention: Companies that support side hustles can create a more attractive work environment. This can help in retaining talent, reducing the costs associated with high employee turnover.
  3. Innovation and Fresh Perspectives: Side hustles often require a high degree of innovation and problem-solving. These qualities can be transferred to the workplace, driving internal innovation.
  4. Networking Opportunities: Side hustles frequently involve diverse networks outside of the employee’s primary industry, offering the potential for cross-industry partnerships and collaborations.

Operational Strategies for Supporting Side Hustles

  1. Flexible Work Arrangements: Offer flex-time or remote work options to accommodate side hustle commitments.
  2. In-Company Platforms: Create internal platforms where employees can showcase their side hustles, potentially finding internal customers or collaborators.
  3. Skill-Share Workshops: Encourage employees to conduct workshops to share expertise gained from their side projects.
  4. Financial Support: Consider offering small grants or funding for employee side projects that align with the company’s values or objectives.

Case Studies: Companies Getting It Right

Several forward-thinking companies have already begun to support their employees’ entrepreneurial ventures, resulting in enhanced job satisfaction and unexpected business innovations. These companies understand that investing in their employees’ outside interests can lead to tangible in-house benefits.


Supporting Gen Z’s side hustles is not just an act of goodwill; it is a strategic investment with the potential for high returns in the form of skill enhancement, employee retention, and innovation. Employers who adapt to this emerging paradigm will not only attract a dynamic and skilled workforce but also stay ahead in an increasingly competitive business landscape.


  • U.S. Census Bureau, High-Propensity Business Applications, July 2023
  • Bureau of Labor Statistics, Business Death Data, 2022
  • “Gen Z is the Hustle Generation,” Eve Upton-Clark, Insider, May 9, 2023
  • Small Business Checkpoint, Bank of America Institute, 19th September 2023

By embracing Gen Z’s entrepreneurial spirit and offering structured support for side hustles, employers can unlock a myriad of advantages that contribute to both individual and organizational success.

Author: John Rector

John Rector is an AI Futurist who predicted the next word in business™, starting with his notable paper from 2015, "Mommy, What's a Cashier?" Drawing upon 40 years of experience in the practical applications of high technology, he assists clients in converting uncertainty into strategic advantages within a one-to-six-year framework. With leadership roles including IBM executive and co-founder of e2open, he has a diverse and impactful background. In the AI sector, he has set benchmarks through his contributions to Mind Media Group and Florrol, pioneering AI-based services and content generation. His investment initiative, Waterway Ventures, is committed to advancing promising AI startups. His creative ventures include founding Bodaro and graphic design studio Palm ❤️. In education, he has launched Nextyrn, which uses AI for personalized learning experiences, and in art, he leads Potyn, an initiative using AI to create bespoke pieces. His ever-expanding portfolio features companies like Nozeus, Infinia, Blacc Ink, and Maibly. Operating from Charleston, SC, his current focus involves partnering with individuals and enterprises to develop innovative business models and processes for the rapidly approaching age of AGI.

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