In 2010, a new intern arriving late and suggesting they conduct a celebrity interview was dismissed as lacking work ethic. Twelve years on, the Covid pandemic has shattered traditional workplace narratives, and Generation Z is forging a different path. Rather than relying on conventional employment, many young people are building side hustles—from Depop reselling to crypto investing—to achieve financial independence.
Adwoa Owusu-Darko, now 24, started selling clothes on Depop at 18 after a friend mentioned the app. Her signature style—modelling with the camera held in front of her face—helped her store, Mini’s World, gain traction. She supported herself through university without a conventional job, and now also runs a consultancy helping other sellers. Depop reports that 90% of its active users are under 26, reflecting Gen Z’s values of sustainability and authenticity.
A May 2022 report by Elite Business magazine found that Gen Z sole traders in the UK were the only age group to see annual revenue increases during the pandemic. However, success for this generation may be measured differently. After growing her business over lockdown, Adwoa made the deliberate choice to prioritise balance over constant growth, highlighting a shift in priorities among young entrepreneurs.
