New research from Canva reveals that side hustles are no longer just side gigs — they’ve become strategic career accelerators both inside and outside Americans’ traditional 9-to-5 jobs, fueling the rise of a new wave of ‘5-to-9 Influencers.’
Nearly half of U.S. professionals surveyed are turning passion projects into paychecks, with 44% already earning income from their side hustles. And it’s not just a Gen Z phenomenon. The trend is remarkably consistent across generations: of those with side hustles, 48% of Gen Z, 40% of Millennials, and 45% of Gen X and Baby Boomers are currently making a passive income from them.
Motivations behind side hustles are also no longer just about making extra cash. Americans are using these ventures as launchpads for career advancement:
- 33% gained new clients or customers
- 29% built their professional reputation or personal brand
- 28% expanded their professional network
- 15% went full-time as creators
- 14% said their side hustle helped them land a promotion
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TikTok, YouTube & Instagram Are Powering Side Hustles
Fueled by the rise of new social platforms and simple creative tools, career building is shifting from professional networking to community-building, where online influence now opens doors to real career opportunities:
- TikTok (41%), YouTube (40%) & Instagram (37%) are now the top platforms powering side hustles.
- Gen Z heavily favors TikTok (55%), Instagram (46%), YouTube (39%) and Twitch (23%). Gen X and Boomers use LinkedIn (24%) for their side hustles significantly more than younger generations.
- Leading the charge are digital-first side hustles: social media influencer/creator (35%), e-commerce (27%), and gaming or streaming (24%).
Income’s Only Part of the Story — Creative Expression & Growth Are Big Drivers
Today’s professionals aren’t just chasing money — they’re seeking creative control and identity ownership outside their 9-to-5 corporate roles:
- While earning extra income remains the top motivator (55%), more than one in three cited creative expression (36%) and turning a passion into a business (32%), and more than a quarter cited personal growth in their passion area (28%).
- Gen Z is the least money-motivated, with 43% citing extra income as their primary motivation compared to 61% of Millennials and 63% of Gen X and Baby Boomers.
Side Hustles Are The New Resume
Side hustles have become launchpads for entrepreneurship and personal branding, with 39% stating their employers are supportive and encouraging of their side hustles:
- 33% gained new clients or customers
- 29% built their professional reputation or personal brand
- 28% expanded their professional network
- 22% were inspired to start their own company
- 17% led to consulting/freelance gigs
- 15% went full-time as creators
- 14% said their side hustle helped them land a promotion
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When Passion Projects Spill Into Work Hours
The line between on-the-clock and off-the-clock is blurring. For many professionals, “quiet quitting” has evolved into “creative pursuing”, where passion projects can quietly compete with 9-5 jobs:
- 75% admitted to working on their side hustle during their day job.
- 43% of Gen Z say they occasionally work on their side hustle during their 9-5 job when they’re having a slower day at work, compared to 27% of Millennials and 24% of Gen X and Baby Boomers.
- 65% would consider quitting their 9–5 if their side hustle could sustain them, however, 28% say they’d keep both for variety and balance.
AI Is Powering A New Creator Economy
The biggest barriers to side hustles? Having the right tools, network, and marketing support. But AI and creative all-in-one platforms like Canva are helping remove those barriers, making it easier than ever for anyone to build a brand, business, or community of their own:
- 46% said a stronger network would accelerate growth. 45% cited having the right tools and equipment, 33% said simple and accessible AI & creative tools, and 40% said marketing support.
- A striking 80% have used AI to fuel their side hustles, with 33% stating it’s now a “core tool.”
- 74% agreed that “AI is my secret growth weapon.”
- Top AI tools used: ChatGPT (79%), Canva (40%)
- Top use cases: video creation & editing (47%), logo and brand design (46%), data analysis (39%), copywriting & content creation (36%).
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Source – Businesswire
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