Despite older generations often dubbing Gen Z as lazy, that stereotype couldn’t be further
from the truth. In a constant effort to supplement their income, young people are turning to
side hustles they can work alongside university life, traditional jobs and everything else that
comes with student life.

For brands that can support Gen Z with their side hustles and, more importantly, help them
achieve their financial goals, the opportunity is huge. But how do you tap into it?
Introducing the UNiDAYS Q4 Student Insight Report, featuring your complete guide to
winning big with Gen Z. Download the report to learn:

• Why students are working so hard outside of university
• What side hustles they deem most useful to achieve their goals
• Where your support is needed to help them flourish
• How you can step up and unlock lifetime loyalty from this generation

Plus, a whole lot more. For now, let’s talk about the rise of Gen Z side hustles and what you
need to do to seize the student opportunity.

Hustle culture: what, when and why?

Side hustles have become increasingly popular in recent years and the volume of students
pursuing extra-curricular work is constantly rising. Right now, over 1 in 3 students have a
side hustle, but expect this number to get higher and higher.

Why? This generation is constantly on the lookout for ways to make extra income–they’re a
savvy bunch that finds earning opportunities wherever they go. As such, 75% of students
with a side hustle started it to earn extra money. Plus, Gen Z is working so much harder
than they’re given credit for, whether taking on additional jobs, seeking out learning
opportunities or upskilling themselves via online courses and tools.

So, Gen Z is the most likely generation to have a side hustle. Over half of them have a
monthly income of £500 or less, compared to just 12% of millennials, 13% of Gen X and
10% of boomers, making side hustles not just appealing, but almost essential—so much so
that of those who don’t have a side hustle, 94% are interested in starting one.

Side hustles like dog-walking, tutoring and reselling clothes have surged in popularity.
Speaking of reselling clothes, shoes, accessories and more, online platforms like eBay,
Depop and Vinted have made it extremely accessible for users of their online platforms. As a
result, they’ve earned a huge share of the market. Sounds simple, right?

In fact, students are 171% more likely to have used Vinted in the past month than an
average adult. So, if your brand can support students to achieve their financial targets, now
is the time to get involved and earn their trust.

How much hustling are students doing?

Most young people who have a side hustle are enrolled on full-time university courses, while others are also working traditional jobs as well. That means side hustles need to offer flexibility, but how many hours do students generally spend on them each week?

• 0 to 5 hours a week: 63%
• 6 to 10 hours a week: 31%
• 11 to 15 hours a week: 5%
• 16+ hours a week: 1%

Interestingly, only 24% of students work their side hustles during term time, suggesting that Gen Z turns to side hustles when spending is higher, or potentially that during term time there are more earning opportunities to choose from.

However, 2 in 3 students earn £100 or less from their side hustles per month. Clearly, that’s not enough to be a sole source of income, but it’s enough to add towards a higher standard of living and it’s why Gen Z tells us they use money earned from side hustles for purchases they wouldn’t normally make.

Think small, luxury items and experiences; eating out, new fashion or beauty products, travelling—side hustle money isn’t often a huge payday, but the money is definitely appealing for those looking for a little bit of extra cash.

Is your brand hustling enough?

Students haven’t got an easy rise and they’re working much harder than a lot of people give them credit for. So, you can earn their trust by supporting them to achieve their side hustle goals. Consider what you can do to help them and make their hustling and bustling a little bit simpler. Think about platforms like Vinted and Depop–your brand could be the next one to step up to the palte.

Not sure where to start? Partner with UNiDAYS to gain a wealth of actionable Gen Z insights that will empower your brand to become a student success. Plus, get in front of a verified audience of 29M+ student members and let them know you’re ready to help.

For more on Gen Z in the coming months, including their overall sentiment, the back-to-school rush, the holiday season and food & drink trends, download the Student Insight Report today >>>

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