Canva has released new research in partnership with PureSpectrum showing 44% of U.S. professionals earn income from side hustles, with AI tools and social media platforms driving growth in after-hours creative work.
Of those with side hustles, 48% of Gen Z respondents, 40% of Millennials, and 45% of Gen X and Baby Boomers currently make passive income from their projects, according to the study, which surveyed 300 professionals with creative side hustles across age groups.
The research defines this group as “5-to-9 Influencers,” referring to professionals who turn after-hours work into income streams.
Digital Platforms Power Side Hustle Activity
Social media creator ranks as the most popular side hustle category at 35%, followed by e-commerce at 27%, gaming and streaming at 24%, and graphic design at 14%.
TikTok leads platform usage at 41%, with YouTube at 40% and Instagram at 37%. Amazon reaches 21% of side hustlers, while Canva and Twitch each register 17% usage.
AI Adoption Reaches 80% Among Side Hustlers
Eighty percent of respondents use AI tools for their side hustles, with 74% calling it their “secret growth weapon.” ChatGPT and Canva top the list of AI tools employed for video creation, logo and brand design, data analysis, and copywriting.
The research identifies access to creative tools and marketing support as major barriers to scaling side hustles. Canva cites its AI features, Brand System, and Video 2.0 as tools designed to address these challenges.
Image source: Canva
Income Motivation Declines Among Younger Workers
Earning additional income remains the top motivator at 55%, but creative expression drives 36% of respondents, and turning passion into a business motivates 32%. Personal growth in a passion area registers as the primary driver for 28% of side hustlers.
Gen Z shows the lowest level of money motivation at 43%, compared to 61% among Millennials and 63% among Gen X and Boomers, who cite extra income as their primary driver.
Image source: Canva
Side Hustles Generate Career Outcomes
The research documents multiple professional outcomes from side hustle activity. Thirty-three percent of respondents gain new clients or customers, while 29% build their professional reputation or personal brand. Twenty-eight percent expand their professional network.
Twenty-two percent report inspiration to start their own company, 17% secure consulting or freelance work, and 15% transition to full-time creator status. Fourteen percent say their side hustle helps them earn a promotion.
Thirty-nine percent of respondents report their employers support or encourage side projects.
Portfolio Career Model Gains Traction
Sixty-five percent of side hustlers would consider quitting their full-time jobs if their side hustle could sustain them financially. However, 28% say they would maintain both income streams for variety and balance.
The research frames this trend as the emergence of “portfolio careers,” where professionals maintain multiple income sources and creative outlets simultaneously.
Canva conducted the research in partnership with PureSpectrum, surveying 300 U.S. professionals with creative side hustles. The sample includes 101 Gen Z respondents (ages 18-27), 100 Millennials (ages 28-43), and 99 Gen X and Baby Boomers (ages 44+).
Karina loves writing about the influencer marketing space and an area she is passionate about. She considers her faith and family to be most important to her. If she isn’t spending time with her friends and family, you can almost always find her around her sweet yellow Labrador retriever, Poshna.
Canva has released new research in partnership with PureSpectrum showing 44% of U.S. professionals earn income from side hustles, with AI tools and social media platforms driving growth in after-hours creative work.
Of those with side hustles, 48% of Gen Z respondents, 40% of Millennials, and 45% of Gen X and Baby Boomers currently make passive income from their projects, according to the study, which surveyed 300 professionals with creative side hustles across age groups.
The research defines this group as “5-to-9 Influencers,” referring to professionals who turn after-hours work into income streams.
Digital Platforms Power Side Hustle Activity
Social media creator ranks as the most popular side hustle category at 35%, followed by e-commerce at 27%, gaming and streaming at 24%, and graphic design at 14%.
TikTok leads platform usage at 41%, with YouTube at 40% and Instagram at 37%. Amazon reaches 21% of side hustlers, while Canva and Twitch each register 17% usage.
AI Adoption Reaches 80% Among Side Hustlers
Eighty percent of respondents use AI tools for their side hustles, with 74% calling it their “secret growth weapon.” ChatGPT and Canva top the list of AI tools employed for video creation, logo and brand design, data analysis, and copywriting.
The research identifies access to creative tools and marketing support as major barriers to scaling side hustles. Canva cites its AI features, Brand System, and Video 2.0 as tools designed to address these challenges.
Image source: Canva
Income Motivation Declines Among Younger Workers
Earning additional income remains the top motivator at 55%, but creative expression drives 36% of respondents, and turning passion into a business motivates 32%. Personal growth in a passion area registers as the primary driver for 28% of side hustlers.
Gen Z shows the lowest level of money motivation at 43%, compared to 61% among Millennials and 63% among Gen X and Boomers, who cite extra income as their primary driver.
Image source: Canva
Side Hustles Generate Career Outcomes
The research documents multiple professional outcomes from side hustle activity. Thirty-three percent of respondents gain new clients or customers, while 29% build their professional reputation or personal brand. Twenty-eight percent expand their professional network.
Twenty-two percent report inspiration to start their own company, 17% secure consulting or freelance work, and 15% transition to full-time creator status. Fourteen percent say their side hustle helps them earn a promotion.
Thirty-nine percent of respondents report their employers support or encourage side projects.
Portfolio Career Model Gains Traction
Sixty-five percent of side hustlers would consider quitting their full-time jobs if their side hustle could sustain them financially. However, 28% say they would maintain both income streams for variety and balance.
The research frames this trend as the emergence of “portfolio careers,” where professionals maintain multiple income sources and creative outlets simultaneously.
Canva conducted the research in partnership with PureSpectrum, surveying 300 U.S. professionals with creative side hustles. The sample includes 101 Gen Z respondents (ages 18-27), 100 Millennials (ages 28-43), and 99 Gen X and Baby Boomers (ages 44+).
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