The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Research shows that, while office mandates have little to no effect on a company’s bottom line, they negatively impact employee wellbeing. Though employers are focused on driving workers back into the office, many prefer employers that offer flexibility not just as a perk but as a constant.

Gen AI has found a freelance audience. With freelancers directly benefitting from their own optimised labour, an interesting space is opening up between people who benefit directly from AI and those who fear AI will drive burnout through heightened productivity expectations from employers.

As Gen Zers make their way onto the career ladder, they’re questioning workplace norms and seeking careers that help them balance their personal lives, social values, and financial goals. So what does work-life balance look like for this generation – and how can brands and workplaces respond?

With the global gig economy predicted to hit $455 billion in 2023 and the number of American freelancers expected to surpass 90.1 million by 2028, how are people’s attitudes to freelance work changing? And what can brands do to cater to this growing demographic of workers?