Whether it was by renting out their flat, selling an old sofa or driving an Uber, 24% of Americans earned money from the digital platform economy in 2016. But while two-thirds think the flexibility of ‘gig work’ is great, over 40% of people don’t think they're the kind of jobs people can build careers from.

In the weird world of male camaraderie, there exists an enduring persona – the bro. Daily email newsletter The Hustle is actively targeting this all-male audience, bringing a conversational tone to culture and tech coverage, and racking up 100,000 subscribers in the process.

From Etsy stores to YouTube channels, a generation of young people are starting up their own 'side hustle’ outside of the regular nine-to-five. What’s driving these predominantly Gen Y workers to trade their free time for toil, and what does this reveal of their changing values and lifestyles?

From selling tupperware to running Etsy shops, American women have long made careers of peer-to-peer selling. Women’s clothing brand LuLaRoe has garnered a tribe of 77,000 sellers, seducing women with the prospect of living out their own entrepreneurial American Dream, LuLaRoe style.