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?

A study conducted by PayPal has revealed that a majority of Australian businesses have been using freelancers for some jobs for more than two years. The increasing use of freelancers reflects the shifting values attached to the traditional work structure in modern businesses.

Thanks to the instant gratification provided by on-demand services and the expectation that people are always switched on, people are no longer satisfied to have their days, weeks, and months dictated by rigid schedules. More than seeking a work-life balance, those who are making themselves available at all times of the day want to flexibly check in and out of work to maximise lulls for leisure and be more productive when they are on the clock.

Freelancing is rising in Japan with 17% of the population now self-employed. Though this offers the flexibility people desire, it also means giving up traditional employment benefits, such as maternity cover. For many Japanese freelancers, solutions from a brand would be welcomed.