Side Hustling is not a temporary, young, phenomenon; increasingly more women and older generations are taking part. 46% of side hustlers have more than one hustle on the go and 65% of them plan on keeping their side hustle forever, alongside their main job.

This is what side hustling looks like in the UK today. Meet Lucy - a 55-year-old part doula, funeral celebrant, Audible voice over actor and stadium announcer, who loves her modular career and plans on keeping it just that way.

And Margot, a self-confessed sneakerhead, who at 22 lives for skateboarding, making bootleg sneakers and running her online clothing brand, when she's not working at her job in a local homeware store and screenprint studio.

HUSTLE

THE RISE OF SIDE HUSTLE CULTURE IN THE UK

Beyond a cultural and consumer interest piece, this project has uncovered some valuable foundational learnings for businesses and brands. 

A largely underground and untapped cultural shift, side hustling brings into consideration a re-evaluation of occasions and new need states, a re-consideration of audience segmenting, how language is used within campaign and comms development, and considerations for culturally relevant and tone-appropriate creative partnerships with agency, brand and talent.

Download the report and see for yourself.