Faced with rising living costs and a craving for flexibility, more people are flipping the script on traditional careers and turning their hobbies into real income streams. What once filled our spare time is now filling our wallets – trading in scrolling time for learning time!
Gen Z in particular is leading the charge, blending passion with profession is rewriting what we think of as ‘work.’ For PR and social media, it’s time to change how we connect with this new generation of creators, makers and motivators.
Many of us are hunting for ways to pad our income, and platforms like Etsy, Patreon and Twitch have made it easier than ever to monetise what we love – without quitting the day job. Wellness in particular is booming, and no, it’s not just a phase. Pilates, for example, has exploded in popularity.
To put it into perspective, the UK market for Pilates and yoga studios reached an impressive £1 billion in 2024, up nearly 9% from the previous year. This is proof of a serious cultural shift into a wellness lifestyle, more people are rolling out their mats not only to feel better, but to build something better. The flexible nature of teaching – early mornings, evenings, lunch hours – slots perfectly around hybrid working. And the demand is still climbing.
To put this into perspective, nearly half of Brits, 47%, are now running a second income stream, and among younger generations, that figure jumps dramatically, with 7 in 10 young people juggling multiple income sources. It’s not about ditching your main gig, it’s about expanding your world a little.
PR and marketing teams need to get comfortable speaking to (and for) this new breed of entrepreneur. These are people who live and breathe their brand. They’ve got niche audiences, unique voices and stories that don’t fit the old-school corporate mould. And that’s where a solid communications strategy can thrive.
Whether it’s a baking business, a handmade candle shop or a TikTok fitness account, small-scale entrepreneurs need help telling their story in a way that cuts through the noise. That’s our chance to shine, fine-tuning narratives, amplify across channels and help these creators build their communities.
Niche doesn’t mean small impact, either. In fact, the more specific the audience, the more powerful the connection. This side hustle wave signals a new way of thinking about work. It’s not all about the ladder anymore. It’s about fulfilment and doing something that lights you up.
As hobbies and hustles continue to merge, as PR professionals we get to help shape this new era, supporting modern entrepreneurs and crafting campaigns that celebrate realness.
The side hustle era is here – and it’s not going anywhere. So, who’s telling their story?
At Prohibition, we believe in creating campaigns that not only stand out but also drive tangible results. Whether it’s a clever twist on nostalgia or an impactful purpose-driven initiative, we can help you craft the perfect strategy for your brand. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160.
For more interesting blogs check out:
No Cap, Gen Z Knows When You’re Faking It
The Rise of Influencer PR: are Influencers the New Press?
What about the Kidults? How Marketers Can Tap Into The Phenomenon
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