Ogilvy Consulting reports that by 2027, half of the developed world’s workforce is expected to participate in the gig economy, marking a shift in employment trends for a younger generation.
Gen Z workers are increasingly motivated by the desire for career autonomy and distrust in traditional employment systems.
The report encourages companies to adapt to Gen Z’s work approach by supporting side-hustles and investing in e-learning platforms.
The rules of work are being rewritten by the next generation of workers. In a post-COVID and post-AI market, anything goes—and less traditional employment paths are proving to be more attractive. A new report from Ogilvy Consulting says that by 2027, half of the developed world’s workforce is expected to be participating in the gig economy.
Motivations are changing: While the initial rise of the gig economy was fueled by technological advancements and corporate cost-cutting, motivations have shifted as workers are now seeking greater control over their work-life balance and career trajectory. Reid Litman, global consulting director at Ogilvy and co-author of the report, notes that young people, particularly Gen Z, are motivated by a desire to shape their own careers and narratives, expressing distrust of traditional employment systems.
Working with Gen Z: A key component of the expanding gig economy is the creator community, which includes influencers, independent entrepreneurs, and consultants—anyone who monetizes their persona or skill set. Content creation, once dismissed as a hobby, is now a lucrative field, with the creator economy projected to reach $529 billion by 2030, according to Coherent Market Insights. Litman argues that companies risk losing future talent if they do not adapt to Gen Z’s approach to work. He points out that higher turnover among Gen Z is often cited as a negative, but this trend is rooted in broader socio-economic and technological changes, not simply generational preferences.
Tools for the times: To retain younger workers, Litman suggests employers should break down barriers between employee, creator, and consumer identities, and foster loyalty through initiatives like network-building events and opportunities for employees to work with different teams. He also emphasizes the importance of upskilling, recommending that companies invest in e-learning platforms and allow employees to choose courses that align with their interests and performance feedback.
Employee focus: Litman advocates for supporting employees’ side-hustles and passion projects, proposing that company resources be directed toward employee-led initiatives rather than solely top-down philanthropy. He believes that appealing to the whole selves of Gen Z employees will help companies remain competitive as the gig economy continues to grow.
Ogilvy Consulting reports that by 2027, half of the developed world’s workforce is expected to participate in the gig economy, marking a shift in employment trends for a younger generation.
Gen Z workers are increasingly motivated by the desire for career autonomy and distrust in traditional employment systems.
The report encourages companies to adapt to Gen Z’s work approach by supporting side-hustles and investing in e-learning platforms.
The rules of work are being rewritten by the next generation of workers. In a post-COVID and post-AI market, anything goes—and less traditional employment paths are proving to be more attractive. A new report from Ogilvy Consulting says that by 2027, half of the developed world’s workforce is expected to be participating in the gig economy.
Motivations are changing: While the initial rise of the gig economy was fueled by technological advancements and corporate cost-cutting, motivations have shifted as workers are now seeking greater control over their work-life balance and career trajectory. Reid Litman, global consulting director at Ogilvy and co-author of the report, notes that young people, particularly Gen Z, are motivated by a desire to shape their own careers and narratives, expressing distrust of traditional employment systems.
Working with Gen Z: A key component of the expanding gig economy is the creator community, which includes influencers, independent entrepreneurs, and consultants—anyone who monetizes their persona or skill set. Content creation, once dismissed as a hobby, is now a lucrative field, with the creator economy projected to reach $529 billion by 2030, according to Coherent Market Insights. Litman argues that companies risk losing future talent if they do not adapt to Gen Z’s approach to work. He points out that higher turnover among Gen Z is often cited as a negative, but this trend is rooted in broader socio-economic and technological changes, not simply generational preferences.
Tools for the times: To retain younger workers, Litman suggests employers should break down barriers between employee, creator, and consumer identities, and foster loyalty through initiatives like network-building events and opportunities for employees to work with different teams. He also emphasizes the importance of upskilling, recommending that companies invest in e-learning platforms and allow employees to choose courses that align with their interests and performance feedback.
Employee focus: Litman advocates for supporting employees’ side-hustles and passion projects, proposing that company resources be directed toward employee-led initiatives rather than solely top-down philanthropy. He believes that appealing to the whole selves of Gen Z employees will help companies remain competitive as the gig economy continues to grow.
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