The landscape of work in the United States is evolving rapidly as millions embrace the concept of side hustles. According to recent data, over 60 million Americans are now involved in side projects, reflecting a significant cultural shift in how individuals approach their careers. While it’s easier than ever to start a side business, success is not guaranteed.
Entrepreneurs like William Butterton, a full-time engineer, exemplify this trend. He operates Pack Daddies Card Co. and Viking Vendors in addition to his engineering job. The rise of side hustles is partly fueled by a challenging job market, where a stable internet connection and a modest investment can launch a new venture.
Data from a 2025 SurveyMonkey study, which surveyed 3,573 full-time workers, indicates that 37% of respondents have a side hustle, with another 35% considering one. Younger generations, particularly millennials and Gen Z, are leading this charge, with over 30% reporting they supplement their incomes through side jobs. This trend has seen participation in side hustles increase from 19% in 2017 to 27% in 2025, highlighting a notable rise in entrepreneurial ambitions among American workers.
Challenges in the Side Hustle Market
Despite the low barrier to entry, the competition is fierce. Michael Satterlee, a teenager from Clifton Park, New York, started his e-commerce business, Cruise Cup, with just $500. His unique, 3D-printed can holder gained viral attention on Instagram in 2025. He attributes his success to affordable tools, noting, “Most of the tools you need are free. Social media is free. You can get hundreds of millions of views without paying for distribution.”
Yet, Satterlee’s experience reflects a broader challenge facing new entrepreneurs. The accessibility that allows many to start their businesses also leads to a crowded market. A 2025 Bankrate survey revealed that millennials and Gen Zers are significantly more likely to engage in side hustles compared to older generations, creating an increasingly competitive environment.
Michela Allocca, a personal finance content creator, echoes these sentiments. After two years of consistent effort, she began earning a steady income from her platform Break Your Budget. “There is significantly more competition now,” Allocca said. “It has skyrocketed, and there are so many other people making similar templates or similar styles of content.”
Adapting to a New Era of Work
The current hustle culture reflects a shift from traditional career paths to more experimental and flexible approaches. Dan Schawbel, managing partner of Workplace Intelligence, emphasizes that while starting a business has become more accessible, challenges remain. “The messaging of, ‘It’s easier to start a business than find a job right now.’ No. I mean, both are hard,” he stated.
As the market evolves, successful entrepreneurs must adapt swiftly to changing trends. Alex Yale, who operates two e-commerce brands, notes that many factories are now selling directly to consumers, bypassing middlemen like himself. This shift has led to increased price competition and necessitated constant innovation among sellers.
In this competitive landscape, diversifying ventures may be key to long-term success. Matt Barrie, founder and CEO of Freelancer.com, suggests that many hustlers manage multiple projects simultaneously. “You can try different things,” he said. “Three or four might not work, but that’s the nature of hustling.”
For those like Butterton, who invests in ATMs and vending machines, the approach is to experiment broadly and refine based on what proves successful. His ventures, including flipping collectibles on platforms like Whatnot, highlight the importance of maintaining a balance between side hustling and job security.
The journey of a side hustler often involves persistence and resilience. Satterlee advises aspiring entrepreneurs to embrace the grind: “You have to be willing to post a video that gets zero views, then one view, then 100 views — and do that a thousand times.” Allocca emphasizes that success in the crowded field often appears as overnight success, but in reality, it requires years of dedication.
As the side hustle movement continues to gain momentum, it reshapes the work culture in America. It encourages innovation and flexibility but also highlights the complexities and challenges of building lasting ventures in a competitive world.
