This is the crossroads where Gen Z stands, having come of age through an era of technological advancement and general tumult across social, political and economic landscapes. 

Meanwhile, the gig economy, comprising independent consultants, freelancers, creators, entrepreneurs and more, has found critical mass. Far from being considered the “alternative” career path it once was, according to some estimates, half of all workers in developed countries will be gig workers by 2027.  

While this shift from the 9-to-5 may not always be glamorous, it taps into what youth culture has always embraced: independence and messy transitions. Unable to wait for stability, Gen Z is taking the reins and shaping a new economy on its own terms. 

What’s driving Gen Z’s new economy?  

Simply put, college hasn’t kept up. Traditional education no longer guarantees career stability; half of Gen Z job seekers view their degrees as a waste of time, and 44% of young professionals say they weren’t equipped with the right skills to succeed. And now, with college degrees, they are just as likely to be unemployed as those who never went. 

The impact of this trend is already evident, with undergraduate freshman enrollment dropping more than 5% year-over-year as of fall 2024 — the largest decline since 2020, the height of the COVID-19 pandemic.  

Corporate cost-cutting and the rapid expansion of AI are also forcing Gen Z towards new economic models. Layoffs abound across industries once considered bulletproof by young jobseekers — from banking and tech to marketing services. And increasingly, young job candidates are battling not just with each other, but with AI agents and bots: according to one survey, 37% of managers prefer hiring AI over Gen Z graduates. As society devalues labor, it seems many corporations would rather invest in an LLM than a BSB or BSA.  

However, it’s not just external forces; Gen Z’s own values are also shaping this gig future. Unlike previous generations, Gen Z builds identity around passions, not traditional demographics or ideologies — with 81% saying they prefer to be defined by their interests over labels like age or gender. And while these passions vary widely across the globe, they have one thing in common: creativity is non-negotiable.  

For Gen Z, creativity and self-expression aren’t just hobbies; they are core attributes of daily life, and increasingly, the ability to make a living. Today, a striking 89% of Gen Z already consider themselves creators, blurring the line between consumer and contributor. This is a generation that sees itself as builders from a young age. While they can’t control the economic and tech forces shaping their world, Gen Z is working to turn that disruption into a pathway for independence. 

The rising creator class and how Gen Z is rewriting work 

At a rapid clip, we’re seeing Gen Zers skip the rising cost of traditional education and instead choose to invest in themselves. We’ve seen young people launch innovative content studios to help creators more easily connect with brands, stand up marketplaces for gig workers to help train one another, and produce digital products like design templates, music samples, or online courses that sell while they sleep. 

Even failed ventures are seen as worthwhile. Many young people would rather invest in themselves, building practical skills that help them stand on their own, than spend four years in a program that may already be outdated.  

While shaping one’s path isn’t a new concept, the outright re-engineering of the “standard early career track” is. Today, the gig economy is growing three times faster than the traditional workforce. And with creators, influencers, independent entrepreneurs and part-time consultants all averaging under 30 years old globally, Gen Z is the dominant force in this new economy. 

Perhaps ironically, the same technology enabling major companies to reduce their workforce and replace entry-level talent with generative AI and other tools is simultaneously empowering the emerging creator class. These tools allow young people to produce higher quality works, bringing them closer to their passions and the ability to earn from those passions is more attainable than ever before.  

It’s a strange twist of fate for Gen Z to be both more creatively empowered, able to connect and earn on their own terms, yet unable to find traditional work in the “corporate economy.” In this light, despite some of the critical jabs at Gen Z, the early development of personal brands and creative skills has become the only real moat around a broken career ladder. 

These disruptions present a profound opportunity for brave brands: help Gen Z thrive, not just survive in the burgeoning gig economy. 

The gig economy isn’t without its downsides. Income can swing wildly month to month and traditional benefits like health care and paid leave are rarely part of the package. Many young workers find themselves hustling across multiple platforms just to piece together a living, and in some cases, burning out before they ever hit their stride. 

Subsequently, over the next three years, demand will surge for innovative learning and development formats to close the growing skills gap and power the gig economy, giving brands a generational opportunity to connect with youth. By creating tools and programs that support Gen Z’s development in this new frontier, brands can engage with both Gen Z creators and potential employees. 

When it comes to engaging potential employees, the smartest brands are stepping in, not with budget cuts or vague “learning cultures,” but with real tools: from subsidized upskilling to flexible development tracks and support for passion projects and even side hustles. Interestingly, Gen Zers are increasingly trying to close their own skills gap outside of the classroom, 62% want to be further trained in AI.  

To help creators thrive, brands must invest in what actually fuels Gen Z’s success: access to premium tools, community connection, and ongoing skill development. In 2025, creator content is projected to surpass traditional media in global ad revenue for the first time, a clear signal that it’s time to treat creators not as megaphones, but as strategic partners in storytelling and brand growth.  

The future of Gen Z’s economy 

Gen Z’s cultural and commercial influence is well documented, but their career ladder is a work in progress. The shape of modern careers is rapidly morphing because of macroeconomic forces and because young people themselves are forging individual pursuits and directional life decisions on their own terms. That’s the thing about youth culture: it’s always been a rich source of intellectual and emotional depth. But now the collision of Gen Z’s creative ambition with the rise of AI has made it impossible to ignore.  

Ultimately, Gen Z is walking forward into this new economy with self-determination. The companies that collaborate with, rather than replace, Gen Z won’t just future-proof their workforce, they’ll unlock bold ideas and partnerships from a generation wired to change the rules.  

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.