New Canva Study: The ‘5-to-9 Influencer Economy’ Is Redefining How Americans Work

Side hustles are shifting from income boosters to career power plays, giving rise to a new class of ‘5-to-9 Influencers’

SAN FRANCISCO--(BUSINESS WIRE)--New research from Canva reveals that side hustles are no longer just side gigs — they’ve become strategic career accelerators both inside and outside Americans’ traditional 9-to-5 jobs, fueling the rise of a new wave of ‘5-to-9 Influencers.’

Nearly half of U.S. professionals surveyed are turning passion projects into paychecks, with 44% already earning income from their side hustles. And it’s not just a Gen Z phenomenon. The trend is remarkably consistent across generations: of those with side hustles, 48% of Gen Z, 40% of Millennials, and 45% of Gen X and Baby Boomers are currently making a passive income from them.

Motivations behind side hustles are also no longer just about making extra cash. Americans are using these ventures as launchpads for career advancement:

• 33% gained new clients or customers
• 29% built their professional reputation or personal brand
• 28% expanded their professional network
• 15% went full-time as creators
• 14% said their side hustle helped them land a promotion

TikTok, YouTube & Instagram Are Powering Side Hustles

Fueled by the rise of new social platforms and simple creative tools, career building is shifting from professional networking to community-building, where online influence now opens doors to real career opportunities:

• TikTok (41%), YouTube (40%) & Instagram (37%) are now the top platforms powering side hustles.
• Gen Z heavily favors TikTok (55%), Instagram (46%), YouTube (39%) and Twitch (23%). Gen X and Boomers use LinkedIn (24%) for their side hustles significantly more than younger generations.
• Leading the charge are digital-first side hustles: social media influencer/creator (35%), e-commerce (27%), and gaming or streaming (24%).

Income’s Only Part of the Story — Creative Expression & Growth Are Big Drivers

Today’s professionals aren’t just chasing money — they’re seeking creative control and identity ownership outside their 9-to-5 corporate roles:

• While earning extra income remains the top motivator (55%), more than one in three cited creative expression (36%) and turning a passion into a business (32%), and more than a quarter cited personal growth in their passion area (28%).
• Gen Z is the least money-motivated, with 43% citing extra income as their primary motivation compared to 61% of Millennials and 63% of Gen X and Baby Boomers.

Side Hustles Are The New Resume

Side hustles have become launchpads for entrepreneurship and personal branding, with 39% stating their employers are supportive and encouraging of their side hustles:

• 33% gained new clients or customers
• 29% built their professional reputation or personal brand
• 28% expanded their professional network
• 22% were inspired to start their own company
• 17% led to consulting/freelance gigs
• 15% went full-time as creators
• 14% said their side hustle helped them land a promotion

When Passion Projects Spill Into Work Hours

The line between on-the-clock and off-the-clock is blurring. For many professionals, “quiet quitting” has evolved into “creative pursuing”, where passion projects can quietly compete with 9-5 jobs:

• 75% admitted to working on their side hustle during their day job.
• 43% of Gen Z say they occasionally work on their side hustle during their 9-5 job when they're having a slower day at work, compared to 27% of Millennials and 24% of Gen X and Baby Boomers.
• 65% would consider quitting their 9–5 if their side hustle could sustain them, however, 28% say they’d keep both for variety and balance.

AI Is Powering A New Creator Economy

The biggest barriers to side hustles? Having the right tools, network, and marketing support. But AI and creative all-in-one platforms like Canva are helping remove those barriers, making it easier than ever for anyone to build a brand, business, or community of their own:

• 46% said a stronger network would accelerate growth. 45% cited having the right tools and equipment, 33% said simple and accessible AI & creative tools, and 40% said marketing support.
• A striking 80% have used AI to fuel their side hustles, with 33% stating it’s now a “core tool.”
• 74% agreed that “AI is my secret growth weapon.”
• Top AI tools used: ChatGPT (79%), Canva (40%)
• Top use cases: video creation & editing (47%), logo and brand design (46%), data analysis (39%), copywriting & content creation (36%).

Methodology

The research was conducted in partnership with PureSpectrum:

• A U.S. survey of 300 professionals with creative side hustles, spanning 101 Gen Z (18-27 years), 100 Millennial (28-43 years), and 99 Gen X & Baby Boomers (44+ years).
• Our objective was to explore how career paths and personal branding are evolving, and how tools like Canva are powering this new era of creative ambition.

About Canva

Launched in 2013, Canva is the world’s leading all-in-one platform for visual communication and collaboration. Built to empower everyone to design, Canva serves the creative and design needs of enterprises, small businesses, consumers, and students in more than 190 countries worldwide.

Whether you’re a novice taking your first steps in design, or a creative professional seeking powerful tools, Canva ensures users have what they need to transform an idea into something beautiful. Underpinned by the world's most comprehensive library of designer-made content, Canva is powered by a suite of products and proprietary AI tools that elevate how individuals and teams create, collaborate, and communicate with ease.