Tough job market? Gen Z responds with gig work and entrepreneurship – USA Today

Report on Generation Z’s Engagement with the Gig Economy and its Contribution to Sustainable Development Goals

Executive Summary

Recent labor market analyses indicate significant challenges for new entrants, particularly for members of Generation Z. In response, a notable trend has emerged: a pivot towards unconventional, entrepreneurial work facilitated by digital gig economy platforms. This shift not only addresses immediate employment needs but also aligns with several key United Nations Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth), SDG 1 (No Poverty), and SDG 10 (Reduced Inequalities). This report examines this trend, analyzing its drivers, manifestations, and implications for sustainable development.

Labor Market Conditions and the Imperative for New Work Models

Current Employment Landscape

The contemporary job market presents considerable hurdles for job seekers. This challenging environment necessitates innovative approaches to securing livelihoods, directly impacting progress towards SDG 8: Decent Work and Economic Growth.

• According to LinkedIn research, one in five professionals seeking a job in 2024 were still unemployed at the start of the year.
• 28% of individuals reported that the market was so challenging they were foregoing a job search in 2025.
• The U.S. Labor Department’s April jobs report indicated that 1.7 million Americans have been unemployed for six months or longer.
• Nearly two-thirds of Generation Z are likely to search for a new job in 2025, as per a Bankrate survey.

Generation Z’s Rejection of Traditional Work Structures

A significant portion of Generation Z perceives traditional employment models as obsolete, seeking flexible and autonomous work arrangements that support sustainable livelihoods.

1. A Monster’s State of the Graduate Report found that 67% of recent graduates believe the 9-to-5 schedule is outdated.
2. 64% of respondents in the same report consider the five-day work week to be antiquated.
3. This mindset drives the adoption of alternative work, contributing to new forms of economic activity under SDG 8.

The Gig Economy as a Vehicle for Economic Empowerment and Innovation

Fostering Entrepreneurship and Reducing Inequality (SDG 8 & SDG 10)

Digital platforms such as Taskrabbit, Fiverr, and Thumbtack are serving as crucial infrastructure for a new wave of entrepreneurs. These platforms lower the barrier to entry for starting a business, offering opportunities to individuals who might be excluded from the traditional workforce, thereby addressing SDG 10: Reduced Inequalities.

• Taskrabbit reported a 25% increase in user sign-ups in July, indicating a growing reliance on the gig economy for income.
• A 2020 WP Engine survey found that 62% of Generation Z either plan to start or have considered starting their own business.
• This entrepreneurial drive is creating new, decentralized avenues for economic growth and personal financial stability.

Case Studies: Aligning Personal Enterprise with Sustainable Development

Nola Rodgers: Entrepreneurship as a Pathway to Economic Stability (SDG 1 & SDG 8)

Nola Rodgers, 22, exemplifies the trend of leveraging the gig economy to build a sustainable enterprise, achieving financial independence and contributing to economic growth.

1. After finding traditional job applications unsuccessful, Rodgers utilized Taskrabbit to build a client base for services like furniture assembly and home organization.
2. She has earned $180,000 since 2019 via the platform and now generates an additional $2,000 per month through her own independent business website.
3. By creating her own employment and a stable income stream without incurring student loan debt, her path directly supports the objectives of SDG 1 (No Poverty) and SDG 8 (Decent Work and Economic Growth). Her success also raises important considerations regarding SDG 4 (Quality Education), highlighting the value of skills-based pathways to employment.

Kevin Johnson: Asset Building and Long-Term Economic Planning (SDG 8)

Kevin Johnson, 24, demonstrates how gig work can serve as a foundation for long-term financial planning and asset accumulation, key components of decent work and economic security.

1. Johnson earns between $2,500 and $4,000 per month through Taskrabbit, primarily by providing moving services.
2. This income enabled him to purchase a pick-up truck in cash, a critical asset for his work.
3. His long-term goals include saving for a home and opening his own auto shop, illustrating how flexible work can facilitate capital accumulation and foster sustained entrepreneurship in line with the principles of SDG 8.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 8: Decent Work and Economic Growth

  This is the most prominent SDG in the article. The text revolves around the challenges young people face in the current job market, their pursuit of employment, and the shift towards alternative work models. It discusses unemployment, the nature of work, entrepreneurship, and the economic realities for Generation Z, all of which are central themes of SDG 8.

• SDG 10: Reduced Inequalities

  The article specifically focuses on the economic challenges and opportunities for a particular demographic group: young people (Gen Z). By highlighting their difficulties in accessing traditional jobs compared to other generations and their unique approach to entering the workforce, the article touches upon issues of age-related economic inclusion and equality of opportunity, which is a core component of SDG 10.

2. What specific targets under those SDGs can be identified based on the article’s content?

1. SDG 8: Decent Work and Economic Growth

   • Target 8.3: Promote development-oriented policies that support productive activities, decent job creation, entrepreneurship, creativity and innovation, and encourage the formalization and growth of micro-, small- and medium-sized enterprises…

     The article directly relates to this target by showcasing the rise of entrepreneurship among Gen Z. Nola Rodgers and Kevin Johnson are examples of young people who, unable to find traditional jobs, created their own micro-enterprises through platforms like Taskrabbit and later launched their own businesses. The article states, “Young adults are rewriting the rules of work and embracing side hustles as a sustainable, empowering alternative,” which embodies the spirit of this target.

   • Target 8.5: By 2030, achieve full and productive employment and decent work for all women and men, including for young people…

     The article’s premise is the “tough job market” for the class of 2025. It provides statistics on unemployment, such as “1.7 million Americans have been out of work six months or longer,” directly addressing the challenge of achieving full and productive employment. The struggle of young people to find work is a central theme, making this target highly relevant.

   • Target 8.6: By 2020, substantially reduce the proportion of youth not in employment, education or training (NEET).

     Although the target date has passed, the issue remains critical and is a core focus of the article. The text describes recent graduates (“class of 2025”) and other young people who are out of the traditional education system but are struggling to find employment. Nola Rodgers’ experience of applying to “85 actual 9-to-5s” and getting no response exemplifies the situation of youth who are at risk of being not in employment, education, or training.

2. SDG 10: Reduced Inequalities

   • Target 10.2: By 2030, empower and promote the social, economic and political inclusion of all, irrespective of age…

     The article highlights how young people feel excluded from the traditional economic system, with “67% think a 9-to-5 schedule is outdated.” Their turn to the gig economy and entrepreneurship is a direct attempt to achieve economic empowerment and inclusion on their own terms, outside of antiquated structures that they feel do not serve them.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

Yes, the article contains several quantitative and qualitative indicators that can be used to measure progress:

• Indicator for Entrepreneurial Spirit (Target 8.3): The article cites a survey finding that “62% of Gen Z had plans to start or possibly start their own business.” This is a direct indicator of entrepreneurial intent among youth.
• Indicator for Gig Economy Growth (Target 8.3): The statement that Taskrabbit “saw a 25% increase in sign-ups in July” serves as an indicator of the growth of platforms that support micro-enterprises and alternative work arrangements.
• Indicator for Long-Term Unemployment (Target 8.5): The statistic that “1.7 million Americans have been out of work six months or longer” is a direct indicator related to the challenge of achieving full employment.
• Indicator for Youth Job Seeking (Target 8.6): The finding that “Nearly two-thirds of Gen Z said they were likely to search for a new job in 2025” indicates the level of employment instability and the proportion of youth actively seeking to enter or change jobs.
• Indicator for Economic Viability of Entrepreneurship (Target 8.3): The incomes reported by the individuals, such as Nola Rodgers earning “$3,000 and $3,500” plus “$2,000” per month and Kevin Johnson earning “$2,500 and $4,000 a month,” serve as indicators of the financial success and sustainability of these small-scale enterprises.
• Indicator for Perceptions of Work Structures (Target 10.2): The statistic that “67% think a 9-to-5 schedule is outdated” is an indicator of the social inclusion (or lack thereof) of youth within traditional economic models.

4. Summary Table of SDGs, Targets, and Indicators

Source: usatoday.com