But some, shrugging off the corporate influence and endless drive to make someone else money, are leaving behind their 9-to-5 dead ends and seeking solace in social media to scratch their creative itches. Greg Keogh of Austin, Texas, is such an entrepreneur. The 30-something engineer designed a large lint roller, and its sales cleaned up on Amazon.
The best part of his newfound source of income is that he can choose how he spends his days.
“That is the ultimate power,” he told the Wall Street Journal.
The pivot to passive income
The trend of late Millennials and Gen Z adults lines up with labor market data. The number of Americans holding multiple jobs steadily increased from 2016 to 2026, according to the Federal Reserve Bank of St. Louis. After a dip during the pandemic, those numbers have bounced back to record levels.
The rise in side hustles isn’t abating, either. A Harris Poll for the American Staffing Association (ASA) found that more than six in 10 employed U.S. adults say they’re likely to pick up extra work in the next year.”
“For growing numbers of Americans, a side hustle can be a good way to build savings, pay off debt, find a new job, or change careers. However, for others, a side hustle means having enough money to make ends meet,” said Richard Wahlquist, CEO of ASA, in a release. “With economic uncertainty dominating the headlines, it’s not surprising to see Americans looking for ways to create some breathing room in their budgets.”
Zety’s survey also found that most respondents are shifting their financial habits to manage debt and prepare for potential fallout from U.S. policy changes. Nearly four in five (78%) believe tariffs will make it harder to repay or avoid debt.
To cope, 38% said they’ve cut back on non-essential spending and have increased their minimum payments. Others reported transferring balances, delaying repayment, consolidating debt, refinancing and seeking financial counseling.
Meanwhile, U.S. consumer confidence continues to deteriorate across most age and income groups, according to The Conference Board’s Consumer Confidence Index. Inflation isn’t cooling, and real wages haven’t seen growth in over a decade.
Debt is carving new career paths
Student loans, medical bills and credit card debt are forcing workers to take jobs outside their skill set, accept precarious roles or put their career ambitions on hold.
