Jade Walters, founder of The Ninth Semester, started her career in advertising sales at TikTok and on the side, helping young professionals navigate creative industries. As a first-generation graduate from Howard University, figuring out her career path wasn’t always easy, but she knew she needed to create something to share her professional development knowledge. Like many people, in this economy, people are tapping into creative fields on the side.
New research from Canva reveals that side hustles are no longer just side gigs, but instead they’ve become strategic career shifters both inside and outside Americans’ traditional 9-to-5 jobs, fueling the rise of a new wave of 5-to-9 Influencers.
Almost half of U.S. professionals surveyed are turning their passion projects into sources of income, with 44% already earning money from their side hustles. This trend is not limited to Gen Z; it is consistent across all generations. Among those with side hustles, 48% of Gen Z, 40% of Millennials, and 45% of Gen X and Baby Boomers are currently earning passive income from their endeavors. With this influx of influencers, it’s not just passion projects; people are fueling side hustles that are translating into real career outcomes.
@theninthsemester Anyone else still figuring out what they career path looks like?
It’s okay to still be mapping out what you want to do in your career. As a STEM graduate who pivoted into marketing, the most FAQ I get is HOW I did it. Here’s my story of designing my dream marketing career
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“I knew it was time to pursue a 5-9 full-time role when I realized I was earning more from a single collaboration than from one month’s pay,” Walters told EBONY. “I also felt like I hit the pinnacle of what I could do in my last full-time role. I craved more from my 9-5 and from my career development than I was receiving…Today, my side hustle has become my main hustle because of the groundwork I put in four years ago.”
AI is also a contributing factor in people jumpstarting their side gig-turned-new career. With new platforms like TikTok, Substack, Twitch and Patreon, one person is now doing the work of an entire team. 76% of Gen Z use AI to scale their side hustle, and 75% call it their “secret growth weapon.”
“One of the biggest lessons I’ve learned is that building a side hustle isn’t about perfection – it’s about taking that first step, staying consistent, and building community,” Walters said. “I’ve been an avid user of Canva since 2017. I genuinely consider it my longest-standing business partner. Now, with AI, creators can scale even faster. For me, it’s become a genuine growth accelerator, whether I’m editing videos, writing copy, or finding new ways to connect with my community.”
@theninthsemester #CourseraPartner 5 years into my early-career and there are some skills that I wish I had learned sooner, rather than later – so now I’m putting you on to them in the next 60 seconds. This year, I’m prioritizing my skill goals using @Coursera , using my go-to platform for upskilling at my own pace!
Data shows 29% built their professional reputation or personal brand. For Walters, building her 5-to-9 and turning it into a new career helped her get out the mindset of trying to “climb the corporate ladder.”
“The Ninth Semester was the career accelerator I needed to push my career growth to new levels, and I’ve learned more about building a diverse career from my entrepreneurship,” she said. “Building a side hustle is one of the most empowering things I’ve done because it’s a reminder that I don’t have to wait for permission or a certain number of years to share my expertise with the world.”