Side hustles gain ground as stagnant salaries push youth to rethink work

In Kenya, more young professionals are exploring ways to earn beyond their main jobs, reflecting a shift in how work and income are perceived.

Stagnant wages, rising expenses, and the appeal of financial independence are prompting employees to manage multiple income streams, blending formal employment with side ventures.

A recent study underscores that this trend is gradually diminishing the traditional allure of full-time roles.

According to the Global Talent Trends 2025 report by the Association of Chartered Certified Accountants (ACCA), 43 per cent of young professionals are supplementing their earnings through freelance work or entrepreneurial projects.

The report highlights that individuals in emerging markets are notably more likely to engage in additional jobs than their counterparts in developed economies.

“It’s the African region that records the highest response rate of ‘side hustle’ ambitions - with almost half of African respondents (49 per cent) pursuing these opportunities compared to only 28 per cent from the Middle East,” the study notes.

The survey shows a clear preference for flexible work arrangements. Over three-quarters (76 per cent) of respondents desire hybrid or flexible working setups, yet more than half (51 per cent) remain tied to full-time office schedules.

ACCA cautions that this misalignment may affect engagement, well-being, and skill growth, potentially hindering both career development and mental health.

In Kenya, economic pressures are a major factor driving multiple income streams. Inflation and stagnant salaries have weakened purchasing power, making side ventures essential for many workers.

The report indicates that 43 per cent of Generation Z and 39 per cent of professionals across age groups now manage more than one job.

Financial security emerges as the leading motivation, particularly among younger workers seeking to buffer against economic uncertainty.

“It’s also interesting to note the reasons why individuals are pursuing these opportunities are broadly demarcated between earning more money in developing countries and giving back in mature economies,” the ACCA report adds.

Professionals are increasingly blending traditional jobs with ventures in areas such as e-commerce, agribusiness, digital services, and content creation.

Additionally, the study reveals that 72 per cent of Gen Z and 52 per cent of Gen Y respondents globally aim to work abroad, indicating a broader search for flexible, rewarding work beyond their home countries.

This evolving work landscape signals a fundamental change in employment expectations, with many young Kenyans prioritising independence, multiple income streams, and flexible schedules over traditional career paths.

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