1、February 2024Dentsu Consumer Navigator:Work&Side Gigs 2024|Navigator|Navigatordentsu Consumer Navigator Work&Side Gigs 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on February 12,2024.Distributed among a random sample of 1,000 U.S.respondent

2、s 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Our Shifting Views on Work03The Rise of the Side Job04Predicting the Future of Work05Impl

3、ications for Marketersdentsu Consumer Navigator Work&Side Gigs 2024Workers are feeling good and looking for better.Despite talk of the Great Resignation,our survey finds that American workers feel generally positive:over half(51%)feel confident about their primary jobs.However,there are some shifts:

4、respectful culture is prioritized by Gen Z,women are feeling burnt out,and more workers are spending time upskilling.The entrepreneurial spirit is core to American ideals.In surveying Americans views on different types of careers,its clear that entrepreneurs are held in high regard.41%of respondents

5、 say being a business owner is respectable.And 71%agree:The govt should provide more training programs to help aspiring business owners with basic business know-how and skills.More Americans are open to side work,freelancing,and gig jobs.42%of respondents who do not currently hold a side job say the

6、y are likely to pick up a side job in the next 5 years.That increases to 69%among Gen Z.This suggests that side jobs are now viewed as a common and accepted part of modern work culture.01dentsu Consumer Navigator Work&Side Gigs 2024For many Americans,side work is a means to financial stability.While

7、 side jobs have long been common practice to supplement income,in the current economy they have become all but essential for many.Our survey finds that almost half(48%)of respondents with side jobs say they use that income to pay for necessary expenses.This finding shatters any romanticized views of

8、“side hustles”and grounds side work in peoples economic reality.Americans think remote work is here to stay.One key finding,at odds with the feelings of many corporate CEOs,is that consumers feel good about remote work.Not only do Americans in general see remote work as good for workers wellbeing(57

9、%)and for the US economy(48%),but 60%think it will be commonplace in the next 10 years.The American Dream is alive but getting harder to achieve.While 80%of U.S.consumers believe the American Dream is worthwhile to pursue”,many anticipate it will become harder in the future to achieve a comfortable

10、life.Almost two-thirds(63%)of respondents tell us it will become harder to“retire by the age of 65”.Top Consumer InsightsOur Shifting Our Shifting Views on WorkViews on Work|Navigator|Navigator03dentsu Consumer Navigator Work&Side Gigs 2024Amid the Great Resignation and“quiet quitting,”its apparent

11、that American views on work are at an inflection point.The pandemic caused us to deeply evaluate how we spend our time,challenging our relationship with work.Our survey digs into Americans views on what makes a career fulfilling today,identifying key nuances between generations.It also explores the

12、enduring allure of entrepreneurship in American culture and identifies how workers are feeling about their careers.dentsu Consumer Navigator Work&Side Gigs 20246Americans most value money and entrepreneurship when defining a fulfilling career.Respondents feel sufficient pay is the most important com

13、ponent of a fulfilling career.Yet,“being my own boss”is as almost equally important,speaking to the enduring allure of entrepreneurship.Post-pandemic,many people sought out more meaningful work,reflected in the importance of having a“positive impact on society.”24%24%26%26%18%18%17%17%22%22%21%21%19

14、%19%18%18%21%21%18%18%16%16%15%15%24%24%19%19%23%23%24%24%18%18%19%19%19%19%20%20%16%16%18%18%19%19%17%17%19%19%17%17%20%20%22%22%22%22%21%21%21%21%19%19%18%18%20%20%19%19%21%21%17%17%18%18%19%19%20%20%22%22%20%20%17%17%20%20%23%23%19%19%24%24%21%21%16%16%20%20%19%19%17%17%17%17%19%19%24%24%23%23%22

15、%22%25%25%22%22%25%25%Sufficient pay.Being my own boss.Positive impact on society.Flexible hours.Interesting work.Work-life balance.Ownership over my work.Advancement opportunity.Job security.Recognition.Creative work.Respectful culture.American Views on What Makes a Career FulfillingRank 1Rank 2Ran

16、k 3Rank 4Rank 5MORE MORE IMPORTANTIMPORTANTLESS LESS IMPORTANTIMPORTANTRanked by#1+#2dentsu Consumer Navigator Work&Side Gigs 20247Each generation brings a nuanced take on what makes a career fulfilling.Notably,Gen Z,early in their career,is the only generation to prioritize a“respectful culture”and

17、“advancement opportunity”.Millennials prioritize“being my own boss”,as well as“ownership over my work,”indicating an appetite for entrepreneurship.Later in their careers,Boomers have the luxury to prioritize“positive impact”and“interesting work.”Generational Views on What Makes a Career Fulfilling/%

18、Who Ranked Each Attribute In the Top 2TotalTotalGen ZGen ZMillennialsMillennialsGen XGen XBoomersBoomersSufficient pay(48%)Respectful culture(56%)Being my own boss(50%)Being my own boss(60%)Positive impact on society(46%)Being my own boss(45%)Advancement opportunity(53%)Sufficient pay(49%)Sufficient

19、 pay(54%)Interesting work(46%)Positive impact on society(41%)Sufficient pay(49%)Work-life balance(46%)Work-life balance(42%)Sufficient pay(46%)Flexible hours(41%)Flexible hours(46%)Ownership over my work(45%)Positive impact on society(40%)Flexible hours(45%)Interesting work(40%)Positive impact on so

20、ciety(44%)Interesting work(40%)Flexible hours(39%)Work-life balance(40%)dentsu Consumer Navigator Work&Side Gigs 20248Our culture holds entrepreneurship in the highest regard its risky but exciting.Americans hold nuanced views on careers office work is seen as highly stable but boring,while gig work

21、 is risky but exciting.What is clear is we hold business owners in high regard,with 41%of respondents saying entrepreneurship is respectable.American Views on Each Type of CareerBUSINESS OWNERBUSINESS OWNERRisky(49%)Respectable(41%)Exciting(34%)GIG WORKERGIG WORKERRisky(32%)Exciting(26%)Unconvention

22、al(26%)INFLUENCER/CREATORINFLUENCER/CREATORRisky(31%)Exciting(31%)Unconventional(29%)SERVICE WORKERSERVICE WORKERStable(35%)Respectable(31%)Conventional(24%)OFFICE WORKEROFFICE WORKERStable(47%)Boring(35%)Respectable(34%)dentsu Consumer Navigator Work&Side Gigs 20249Consumers feel the government sho

23、uld do more to encourage entrepreneurship.Gen Z and Millennials,Hispanic respondents,and current business owners are more likely than gen.pop.to believe the government should help aspiring entrepreneurs.Consumers Want Govt to Support Entrepreneurship Growth71%AGREE:The government should provide more

24、 training programs to help aspiring business owners with basic business know-how and skills.80%80%76%76%69%69%64%64%86%86%72%72%66%66%75%75%71%71%66%66%Gen ZMillennialsGen XBoomersHispanicBlackWhiteSBO or sidehustlerEmployedUnemployed/studentsDemographic Breakdowndentsu Consumer Navigator Work&Side

25、Gigs 202410American workers feel more positive than negative about their jobs.51%51%47%47%45%45%40%40%32%32%23%23%23%23%17%17%16%16%13%13%ConfidentMotivatedSecureSupportedFulfilledCautiousBurnt outDiscouragedIsolatedVulnerableHow Employed Respondents Feel About Their Primary JobStill,over 1 in 5 fee

26、l“cautious”and“burnt out”when thinking about their main job or career.dentsu Consumer Navigator Work&Side Gigs 202411Men are more likely to feel confident,motivated,and secure in their careers,while women over-index on feeling burnt out.43%43%39%39%39%39%40%40%32%32%24%24%27%27%18%18%14%14%11%11%56%

27、56%53%53%49%49%40%40%32%32%22%22%20%20%16%16%18%18%14%14%ConfidentMotivatedSecureSupportedFulfilledCautiousBurnt outDiscouragedIsolatedVulnerableHow Employed Respondents Feel About Their Primary JobWomenMendentsu Consumer Navigator Work&Side Gigs 202412Workers are upskilling and looking for new job

28、opportunities.Amid higher-than-normal turnover rates and an employee-driven job market,we find American workers are spending a considerable amount of time shoring up or upleveling skills and scouting new opportunities.26%25%25%18%53%46%41%34%7%12%11%12%11%13%16%20%2%3%6%16%Employed Respondents Dedic

29、ating Time to the Following ActivitiesDailyWeeklyMonthlyA couple times a yearNeverKnowledge acquisition(e.g.,learning something new).Skill development(e.g.specific skills for a job).Networking(e.g.making connections with people within a field or topic).Searching for new job opportunities.dentsu Cons

30、umer Navigator Work&Side Gigs 202413Americans view remote work as good for wellbeing,but bad for social bonds.Almost 3 in 5 respondents feel remote work has a positive impact on workers wellbeing.Over half also feel it is positive for companies profitability.Yet,one-quarter say remote work is bad fo

31、r our social bonds.And when asked more pointedly,59%agree that tech and remote work negatively impacts workers social skills.57%57%54%54%48%48%43%43%37%37%35%35%40%40%38%38%43%43%38%38%8%7%14%14%25%Workers wellbeingCompany profitabilityUS economyCompany cultureSocial bondsPerception of Remote Works

32、Impact OnGoodNeutralBad59%AGREE:Technology and remote work are negatively impacting workers social skills.dentsu Consumer Navigator Work&Side Gigs 202414In general,Americans do not view the gig economy as bad(or good)for society.Respondents are largely ambivalent about the impact gig/freelance work

33、on society.However,just over half agree that the government should play a more active role in regulating gig work.56%56%46%46%44%44%41%41%39%39%35%35%45%45%49%49%40%40%53%53%9%10%6%18%8%Social bondsWorkers wellbeingCompany profitabilityUS economyCompany culturePerception of Gig/Freelance Works Impac

34、t OnGoodNeutralBad53%AGREE:The government should play a more active role in regulating the gig economy.The Rise of the The Rise of the Side JobSide Job|Navigator|Navigator02dentsu Consumer Navigator Work&Side Gigs 2024The reality is earning income on the side is a large and growing slice of American

35、 life.Peoples reasons for picking up side jobs can range widely from necessity to keep up with inflation to leisurely pursuit of a hobby.Our survey digs in to answer:Who is working side jobs?What are their biggest motivations?How do they feel about their side jobs vs.main jobs?And more.dentsu Consum

36、er Navigator Work&Side Gigs 202416Around half of Americans currently hold at least one side job.Men are more likely than women to hold a side job.There is a generational trend,with younger generations demonstrating a greater inclination than older generations.Hispanic and Black respondents appear mo

37、re likely to hold side jobs than white respondents.And those who hold full-or part-time jobs display greater likelihood than other occupational cohorts.51%51%41%41%62%62%59%59%43%43%30%30%61%61%58%58%40%40%54%54%46%46%29%29%MenWomenGen ZMillennialsGen XBoomersHispanicBlackWhiteEmployedUnemp./Stud.Re

38、tiredDemographic Breakdown of Side WorkersConsumers Who Hold a Side Job That Earns Them Extra Income 46%Of U.S.consumers hold at least one side job outside of their primary occupation/status.dentsu Consumer Navigator Work&Side Gigs 202417Those who do not hold side jobs are most likely to say they“do

39、nt want one.”Boomers drive that sentiment,while Millennials and Gen Z are most likely to say side jobs require too much work.Gen Z is also more likely than average to say they never thought to start one and they dont have an idea to monetize.37%37%32%32%21%21%20%20%10%10%14%14%41%41%32%32%28%28%1%1%

40、29%29%44%44%20%20%24%24%5%5%27%27%32%32%24%24%24%24%8%8%52%52%23%23%17%17%13%13%18%18%I dont want one.Its too much work.I never thought to start one.I dont have an idea to monetize.I dont need the money.TotalGen ZMillennialsGen XBoomersReasons of Those Who Do Not Have a Side Jobdentsu Consumer Navig

41、ator Work&Side Gigs 202418Among those without a side job,Gen Z is the most likely generation to consider picking up one in the next five years.42%42%69%69%58%58%41%41%30%30%TotalGen ZMillennialsGen XBoomersWho Is Likely To Consider Picking Up a Side Job in 5 Yearsdentsu Consumer Navigator Work&Side

42、Gigs 202419Those who are likely to consider picking up a side job are most likely to look into part-time work vs.gig work.47%47%43%43%27%27%23%23%20%20%18%18%17%17%17%17%14%14%7%7%4%4%A regular part time job.Picking up part-time or seasonal work.Selling products online.Making deliveries for a delive

43、ry app.Freelancing.Performing handywork for a task app.Running your own business.Creating content/affiliate marketing.Driving for a ride-hailing app.Renting your car or home out.OtherTypes of Side Jobs Likely Respondents Would Considerdentsu Consumer Navigator Work&Side Gigs 202420However,there is a

44、 generational pattern that emerges.Younger generations,particularly Gen Z,are more likely to consider gig work such as making deliveries for a delivery app,while older generations are more likely to consider a regular part time job or seasonal work.48%48%37%37%35%35%35%35%35%35%33%33%31%31%27%27%21%

45、21%18%18%9%9%26%26%28%28%47%47%39%39%18%18%17%17%17%17%14%14%29%29%7%7%0%0%22%22%31%31%46%46%47%47%17%17%25%25%24%24%16%16%19%19%10%10%2%2%13%13%18%18%54%54%49%49%11%11%7%7%6%6%7%7%9%9%1%1%4%4%Making deliveries.Selling products online.A regular part time job.Picking up seasonal work.Running your own

46、 business.Performing handywork.Creating content/affiliateDriving for a ride-hailing app.Freelancing.Renting your car or home out.OtherGen ZMillennialsGen XBoomersTypes of Side Jobs Likely Respondents Would Considerdentsu Consumer Navigator Work&Side Gigs 202421The majority of people with side jobs o

47、nly work one side job.Men are more likely than women to hold multiple side jobs.Gen Z are the most likely generation to say they hold 3 or more.Among ethnic/racial cohorts,Hispanic respondents are most likely to hold 3 or more side jobs.1 162%62%2 228%28%3+3+10%10%How Many Side Jobs Consumers Work56

48、%56%68%68%59%59%58%58%59%59%73%73%62%62%61%61%61%61%33%33%24%24%24%24%32%32%33%33%20%20%24%24%31%31%29%29%11%11%8%8%17%17%10%10%7%7%7%7%14%14%8%8%10%10%MenWomenGen ZMillennialsGen XBoomersHispanicBlackWhiteDemographic Breakdowndentsu Consumer Navigator Work&Side Gigs 202422Types of side jobs vary wi

49、dely people monetize all sorts of skills!Many side workers categorize their side job outside of the answer options we provided and many consider taking surveys as a side job itself!It just goes to show that today there are incredible opportunities to earn extra income.23%23%19%19%19%19%19%19%18%18%1

50、7%17%16%16%14%14%13%13%11%11%8%8%OtherSelling products online.Making deliveries for a delivery app.Freelancing.A regular part time job.Running your own business.Picking up part-time or seasonal work.Performing handywork for a task app.Creating content/affiliate marketing.Driving for a ride-hailing a

51、pp.Renting your car or home out.Types of Side Jobs Consumers HoldTop Answers in Other:Top Answers in Other:Taking online surveys(!)Tutoring/teachingAthletic coach/trainerChildcarePet careDonating plasmadentsu Consumer Navigator Work&Side Gigs 202423Money/financial security is the biggest motivator f

52、or people who work side jobs.A majority of those who work side jobs do so for the extra income.Pursuit of“a passion or hobby”and“personal fulfillment”fall outside the top three motivations,indicating that for many side jobs have become financial necessities.65%65%42%42%25%25%22%22%17%17%12%12%10%10%

53、18%18%33%33%40%40%41%41%41%41%37%37%39%39%17%17%25%25%34%34%38%38%42%42%52%52%51%51%Money/financialsecurity.Be my own boss.Have more flexibleschedule.Pursue a passionor hobby.Fill spare time.Develop new skillsor relationshipsFind personalfulfillment.Side Workers Biggest Motivations For Working Side

54、Jobs Rank 1Rank 2Rank 3MORE MORE IMPORTANTIMPORTANTLESS LESS IMPORTANTIMPORTANTdentsu Consumer Navigator Work&Side Gigs 202424When it comes to working side jobs each generation has unique motivations.The youngest,Gen Z is the only generation to be highly motivated to“develop new skills or relationsh

55、ips”.Boomers too have unique motivations,including to“pursue a passion or hobby”and to“fill spare time”as they transition out of full-time jobs.Generational Motivations For Working Side Jobs/%Who Ranked Each Attribute#1TotalTotalGen ZGen ZMillennialsMillennialsGen XGen XBoomersBoomersMoney/financial

56、 security(65%)Be my own boss(52%)Money/financial security(66%)Money/financial security(65%)Money/financial security(75%)Be my own boss(42%)Money/financial security(51%)Be my own boss(51%)Flexible schedule(35%)Pursue a passion or hobby(34%)Flexible schedule(25%)Develop new skills or relationships(29%

57、)Flexible schedule(21%)Be my own boss(33%)Fill spare time(26%)dentsu Consumer Navigator Work&Side Gigs 202425For many side workers,side jobs provide essential income for necessities.Just under half of side workers put their extra income towards paying for necessary expenses such as rent,food,or chil

58、dcare.While side jobs have long been common practice to supplement income,they have become all but essential for many.48%48%34%34%30%30%28%28%22%22%20%20%19%19%11%11%2%2%Pay for necessary expenses.Buy things I want but dont need.Save for larger purchases.Pay off debt.Save for retirement.Save for a l

59、ong-term goal.Invest back into my business.Donate/give back to society.Other.How Side Workers Use Extra Income 33%33%20%20%10%10%8%8%5%5%9%9%5%5%4%4%1%1%1%1%4%4%$0-$199$200-$399$400-$599$600-$799$800-$999$1,000-$2,999$3,000-$4,999$5,000-$6,999$7,000-$8,999$9,000-$10,999$11,000+Average Monthly Income

60、 from Side Job(s)dentsu Consumer Navigator Work&Side Gigs 202426Almost 3 in 5 of those with side jobs say they are likely to turn it into a full-time job.We see that men are slightly more likely than women to say this is likely to happen within 5 years.Millennials are the most likely generation,with

61、 a whopping 77%expressing likelihood.57%57%60%60%53%53%56%56%77%77%56%56%19%19%84%84%68%68%44%44%TotalMenWomenGen ZMillennialsGen XBoomersHispanicBlackWhiteWho Is Likely To Turn Their Side Job Into A Full-time Job In 5 Yearsdentsu Consumer Navigator Work&Side Gigs 202427Yet,those who are employed an

62、d hold side jobs say that their main job remains more meaningful than their side job(s).I find my side I find my side job(s)more job(s)more meaningful than meaningful than my main job.my main job.41%41%I find my main I find my main job more job more meaningful than meaningful than my side job(s).my

63、side job(s).59%59%Employed Side Workers Attitudes on Their Jobs53%53%56%56%63%63%71%71%47%47%62%62%62%62%60%60%54%54%47%47%44%44%37%37%29%29%53%53%38%38%38%38%40%40%46%46%Gen ZMillennialsGen XBoomersHispanicBlackWhiteEmployed fullEmployed partDemographic Breakdowndentsu Consumer Navigator Work&Side

64、Gigs 202428Side workers who are also employed value both their primary jobs and side jobs.53%53%51%51%49%49%45%45%32%32%23%23%20%20%15%15%16%16%16%16%55%55%58%58%37%37%30%30%37%37%21%21%16%16%10%10%16%16%15%15%ConfidentMotivatedSecureSupportedFulfilledCautiousBurnt outDiscouragedIsolatedVulnerableHo

65、w Employed Side Workers Feel About Their JobsPrimary CareerSide JobsThey are more likely to feel motivated and fulfilled by their side job.On the flip side,they feel more secure and supported when it comes to their primary job.Predicting the Predicting the Future of WorkFuture of Work|Navigator|Navi

66、gator04dentsu Consumer Navigator Work&Side Gigs 2024When you think of the future of work,do you picture AI robots or workplaces that look more or less like todays?Are office workers tied to desks or can they work from anywhere?While no one can a crystal ball,it is clear the world of work is changing

67、.Our survey asks consumers to look ahead an tell us what changes they anticipate to workplaces,job skills,and even how achievable the American Dream will become.We also ask what they would change about work to make it better for future generations.dentsu Consumer Navigator Work&Side Gigs 202430Resou

68、ndingly,consumers still believe in the ideal of the American Dream.However,certain marginalized demographic groups are slightly less likely than average to agree,such as women and Black respondents.Interestingly,those who hold a side job have greater belief perhaps speaking to a mindset of opportuni

69、ty.83%83%77%77%80%80%79%79%79%79%81%81%86%86%80%80%72%72%84%84%84%84%76%76%74%74%MenWomenGen ZMillennialsGen XBoomersHispanicWhiteBlackSide WorkersRetiredEmployedUnemployed/sDemographic BreakdownConsumers Who Believe the American Dream Is Worth Pursuing80%Of U.S.consumers believe the American Dream

70、is worthwhile to pursue.dentsu Consumer Navigator Work&Side Gigs 202431A strong majority feel they have had better job opportunities than their parents.This is true across demographics;however,nuances exist.Despite progress on gender equality,women are slightly less likely than men to feel this way.

71、Gen X is the least likely generation to feel they had better opportunities,at only 59%.And white respondents are less likely than Black or Hispanic respondents to feel their job opportunities have been better.Consumers Say Their Career Options Are/Were Better Than Those of Their Parents Gen68%AGREE:

72、My career opportunities are/have been better than those of my parents.71%71%66%66%72%72%69%69%59%59%71%71%77%77%73%73%65%65%MenWomenGen ZMillennialsGen XBoomersHispanicBlackWhiteDemographic Breakdowndentsu Consumer Navigator Work&Side Gigs 202432Yet,many anticipate it will become harder in the futur

73、e to achieve a comfortable life.In fact,across all aspects surveyed,respondents are at least 2x as likely to think things will get harder rather than easier for future gens.Respondents see a future where people are working harder for longer to have enough money to retire.63%63%55%55%54%54%42%42%40%4

74、0%40%40%25%25%32%32%33%33%41%41%43%43%40%40%12%13%13%18%16%20%Retire by the age of 65.Earn a livable wage.Find stable long-term employment.Receive a worthwhile education.Have a job you enjoy.Maintain healthy work-life balance.Perception on Ease of Accomplishing the Following in 10 YearsHarderNo chan

75、geEasierdentsu Consumer Navigator Work&Side Gigs 202433Consumers and workers are optimistic that typical careers and core skills will not change drastically over the next 10 years.Median Gen.Pop.View on the Percentage of Jobs That Will Exist In 10 Years0%10%20%30%40%50%60%70%80%90%100%Median Worker

76、View on the Percentage of Their Core Skills That Will Be Relevant In 10 Years0%10%20%30%40%50%60%70%80%90%100%dentsu Consumer Navigator Work&Side Gigs 202434Paradoxically,only 2 in 5 say American workers are well-prepared for the future.Older generations are significantly less likely than younger ge

77、nerations to feel workers are well-prepared for the future(and correspondingly retirees are also less likely).This may be due to the narrative that younger gens have less work ethic.Consumers Do Not Feel American Workers Are Well-Prepared For the Future40%AGREE:I feel American workers are well-prepa

78、red for the future.56%56%55%55%36%36%23%23%64%64%49%49%32%32%51%51%35%35%22%22%Gen ZMillennialsGen XBoomersHispanicBlackWhiteEmployedUnemployed/studentsReitredDemographic Breakdowndentsu Consumer Navigator Work&Side Gigs 202435Americans see workers of the future needing strong communication and tech

79、 skills.When asked how important certain job skills will be in the future,respondents emphasize communication,technical prowess,self-motivation,adaptability and problem solving.They see physical strength as least important,potentially indicating a shift away from heavy manual labor.70%70%69%69%67%67

80、%66%66%65%65%61%61%55%55%52%52%47%47%40%40%37%37%36%36%25%25%26%26%28%28%29%29%29%29%34%34%38%38%42%42%40%40%48%48%48%48%46%46%4%5%5%5%6%5%7%6%13%12%14%18%CommunicationTechnological literacySelf-motivationAdaptabilityProblem solvingLeadershipCreativityCollaborationEmpathyCuriosityMulti-lingualismPhy

81、sical strength or dexterityPerception of the Importance of Job Skills in 10 YearsVery ImportantModerately ImportantNot ImportantTOP 5dentsu Consumer Navigator Work&Side Gigs 2024363 in 5 Americans are confident in the staying power of remote work.Despite being at odds with the predictions and prefer

82、ences with most CEOs.Half of respondents are also confident that we will see hybrid work,gig/freelance jobs,and 4-day work weeks all over the place in 10 years.60%60%50%50%50%50%49%49%45%45%34%34%41%41%41%41%38%38%44%44%7%9%8%13%11%Remote workHybrid workGig/freelance jobs4-day work weekContent creat

83、ion jobsLikelihood the Following Aspects of Work Will Be Commonplace in 10 YearsVery LikelyModerately LikelyNot Likelydentsu Consumer Navigator Work&Side Gigs 202437When asked,consumers have strong opinions on what will make work better:The below chart quantifies the number of open-ended responses t

84、hat referenced the following broad topics.Better pay was far and away the most mentioned thing across responses,followed by more flexibility and on-the-job training.20%20%16%16%12%12%8%8%7%7%7%7%5%5%4%4%4%4%3%3%3%3%3%3%2%2%1%1%Better pay/incentivesFlexible schedulesJob trainingWorkplace cultureBenef

85、its/Health careDEI/ESG policiesSocietal valuesBetter job opportunitiesJob securityUS economyWork-life balanceBetter leadershipIn-person workInvesting in innovationOpen-ended Responses:What would you change to make work better for future generations?Verbatims lamented that people dont want to work ha

86、rd anymore.Protecting jobs from AI was a top wish.Leaders are viewed as greedy or out-of-touch.4-day work weeks,remote work,and flexible hours beyond 9 to 5.Some felt more in-person work will instill work ethic and social connection.dentsu Consumer Navigator Work&Side Gigs 202438What they would impr

87、ove about work in their own words:Instilling work-life balance“We need to eliminate the work just to die mentality.People deserve to make a wage where they have an ability to enjoy things not just barely survive financially.”Improving health care and benefits“I think figuring out a better benefits/h

88、ealth care care system would be huge.we pay for so much in the us that other countries just give.”Empathetic leadership“Companies may say they are employee orientated but they should look at the turnover rates and look at real reasons why employees leave and how management treats employees.”Return t

89、o in-person work“I think working from home has had a real negative impact on companies.Perhaps return to three days back in a human/in-person setting where interaction can happen again in real time.”Returning to the old days of work ethic“The reliance on technology and the refusal of younger generat

90、ions to have a proper work ethic.”On-the-job training and upskilling“That companies offer better training or better learning classes that help them learn more as we go.Things that we know today will change drastically in ten years.”dentsu Consumer Navigator Work&Side Gigs 2024Implications for Market

91、ersEmbrace the vibe shift.Embrace the vibe shift.Work is going through a shift in culture:from living Work is going through a shift in culture:from living to work to working to live.With flexibility seen as a key part of a fulfilling to work to working to live.With flexibility seen as a key part of

92、a fulfilling career,and the anticipated staying power of remote and gig work,its career,and the anticipated staying power of remote and gig work,its clear flex is the future(at least according to consumers).Companies clear flex is the future(at least according to consumers).Companies should tout fle

93、xibility in recruiting and brands and marketers should should tout flexibility in recruiting and brands and marketers should reflect and enable opportunities for workreflect and enable opportunities for work-life balance.life balance.Put people first.Put people first.From younger generations priorit

94、izing a”respectful work From younger generations prioritizing a”respectful work culture”to women needing equitable and supportive work environments,culture”to women needing equitable and supportive work environments,workers want to be seen as people first.Much of how people tell us they workers want

95、 to be seen as people first.Much of how people tell us they would improve work comes down to recognition and empathy.Building would improve work comes down to recognition and empathy.Building empathy into business practices is important not only for employers empathy into business practices is impor

96、tant not only for employers looking to secure top talent,but also for brands and marketers who want looking to secure top talent,but also for brands and marketers who want to resonate with working consumers.to resonate with working consumers.Make upskilling easy.Make upskilling easy.As workers place

97、 greater value on upskilling and As workers place greater value on upskilling and lifelong learning,especially given anticipated changes to work in the lifelong learning,especially given anticipated changes to work in the future,employers should create and tout training programs.Brands and future,em

98、ployers should create and tout training programs.Brands and marketers in education or adjacent categories can tap into this moment marketers in education or adjacent categories can tap into this moment as well with resources,services,or products that make learning easy and as well with resources,ser

99、vices,or products that make learning easy and enjoyable.enjoyable.05dentsu Consumer Navigator Work&Side Gigs 2024Implications for MarketersCreate resources that enable business building.Create resources that enable business building.Consumers are craving Consumers are craving help to monetize their

100、skills and get business ideas off the ground.Side help to monetize their skills and get business ideas off the ground.Side workers especially are looking for help to turn their side job into a fullworkers especially are looking for help to turn their side job into a full-time job.Brands can empower

101、wouldtime job.Brands can empower would-be entrepreneurs by creating be entrepreneurs by creating resources and connecting communities.There is also opportunity to resources and connecting communities.There is also opportunity to incorporate gig workers and freelancers into an overall workforce incor

102、porate gig workers and freelancers into an overall workforce strategy.strategy.Provide Gen Z support to get started.Provide Gen Z support to get started.Among those who do not currently Among those who do not currently hold side jobs,Gen Z was most interested in starting a venture.However,hold side

103、jobs,Gen Z was most interested in starting a venture.However,they also reported a lack of ideas.Brands can tap into this generations they also reported a lack of ideas.Brands can tap into this generations entrepreneurial spirit by offering support,guidance,and enablement as entrepreneurial spirit by

104、 offering support,guidance,and enablement as they carve their career path.There is opportunity to explore and own they carve their career path.There is opportunity to explore and own niche professions or specializations.niche professions or specializations.Help side workers achieve smart money goals

105、.Help side workers achieve smart money goals.Our survey finds that for Our survey finds that for many,side jobs are not luxuries but necessities.Amid a rising feeling that many,side jobs are not luxuries but necessities.Amid a rising feeling that one job is not enough to provide financial securityon

106、e job is not enough to provide financial security,brands,brands can help side can help side workers make smart money moves to maximize their hard work.Catering workers make smart money moves to maximize their hard work.Catering to this audience to this audience and shifting American views in general

107、 and shifting American views in general can earn can earn brands deep loyalty.brands deep loyalty.05Dentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered ap

108、proach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.About dentsu