Why Gen Z is embracing freelancing more than earlier generations

Gen Z has sparked change in the advertising industry, including by urging brands to uphold their values and move with authenticity. Gen Zers are also transforming the traditional corporate career journey into a modern, independent and personalized path. These new ideals are giving rise to a different method of work: freelancing. Working on a project-by-project basis gives freelancers complete control over what work they take on, where they work and how packed their schedule is. A May 2024 survey by Upwork found that “across all Gen Z freelancers, 39% identify as Portfolio Careerists, 26% as Independent Consultants, 24% as Moonlighters, 7% as Temporary “Gig” Workers and 3% as Company Founders.” Many independent contractors—who are full-time freelancers—have multiple clients and perform a wide range of jobs. Moonlighters (part-time freelancers) work nights or weekends along with their day job. While the flexibility of freelancing has always attracted some in the workforce, it is the leading form of employment among Gen Zers. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here According to a report by Fiverr, “Almost 70% of total Gen Z respondents are actively freelancing or plan to do so in the future.” So why is freelancing so popular? Since the first Gen Zers graduated college and entered the workforce in 2017, the world has seen a plethora of unprecedented events—from a global pandemic to the rapid progress of artificial intelligence to multiple rounds of mass layoffs. The corporate landscape has changed and so have young people's priorities, transforming the monotonous straight climb up the corporate ladder into a life of stability, flexibility, balance and continued education. Stability In recent years layoffs, downsizing, job cuts, and hiring freezes have shaken up a multitude of industries including tech, marketing and finance, leaving many employees out of work. Gen Z has lost faith in traditional nine-to-five employment to provide job security and believes that diversified income through freelancing offers more stability. Fiverr found that “nearly 25% of Gen Z respondents now believe that freelancing is more stable than a traditional full-time job,” and “38% of U.S. respondents believe that freelancing full-time gives them the power of never getting laid off.” Young people are hesitant to put all of their eggs in one corporate basket and instead prefer to spread out their streams of income by working with multiple clients. Whether it be through full-time freelancing or incorporating a side hustle into night and weekend routines, Gen Z is prioritizing their stability by diversifying their income. Flexibility and balance The COVID-19 pandemic broke down the traditional job structure as work-from-home jobs became the new normal. Now, with many companies requiring a return to the office, many Gen Zers are turning to freelancing as a way to take control of their schedules. Upwork found that “70% of Gen Z freelancers say they freelance to have flexibility in their schedule; 64% to work in an environment not restricted by the limitations of age, race, or gender expectations; 64% to work from the location of their choosing.” As young freelancers create their own schedules, they can choose where they’d like to work—a home office, a coffee shop or while traveling across Europe. Many Gen Zers want full autonomy over how work fits into their lives and prioritize an environment that allows for freedom, travel and self-expression, making freelancing an ideal work status. Check out the latest Ad Age events and award programs Continued education While the rise of artificial intelligence has sparked controversy among many people in the workforce and introduced a fear that certain skill sets may become obsolete, freelance work has given Gen Z a more optimistic view of AI. Young people feel independent work provides them security from AI displacement, while simultaneously allowing them to explore incorporating AI tools into their everyday work. It might not come as a surprise that the generation known for challenging the status quo is trailblazing the adoption of artificial intelligence into their everyday work. Upwork concluded that “Gen Z freelancers are adopting [AI] at even greater rates (61%), compared to their Gen Z full-time employee counterparts (41%).” Not only are they making strides in adopting AI, but the same study found that “39% of Gen Z freelancers have already obtained a specific certification for AI training.” Young people want to expand their skill set and advance their careers; freelance work can present them with that opportunity. Whether taking on a new client to spruce up social media marketing skills or creating a business that can be run from anywhere, freelance work is paving the way for an independent, more well-rounded life. From learning a new skill to working in a new country, the opportunities are truly endless. Gen Z is just the right generation to spearhead this change. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

Why Gen Z is embracing freelancing more than earlier generations

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