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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