It's the future of work flexible? According to a survey by Future Forum reported by Institute of Economic Policies80% of workers want knowledge flexibility in the place where they work, and 94% of them want flexibility in their schedule.
Americans' desire to control where and how they work coincides with the rise of the gig economy, allowing a growing number of people to access freelance or part-time work — sometimes in the form of a side hustlewhich approx one-third of US adults have.
Even industries that have been around for centuries are embracing — and benefiting from — the new normal of the U.S. workforce. Marketing, which tracks modern roots go back to the Industrial Revolution beginning in the late 18th century, is one of them.
We are Rosiea company that provides strategic consulting and talent solutions for marketing teams, brands and agencies, compiled a report to explore how freelancing affects the industry today.
The results are clear: If you are a 9-5 marketer interested in pivoting full-time freelance work job or search for a marketing side hustle to supplement your primary income, it's a profitable time to start.
Related: How Side Hustles are redefining careers and shaping the future of work
The average marketing budget decreased by 15% compared to revenue in 2024, meaning employers in the marketing space may need alternatives to traditional hiring if they want to achieve a better return on investment (ROI), according to the report.
Over the past three years, roughly three-quarters (74%) of marketing teams have increased their use of freelance talent, and in 2025, 57% of those employers expect their use of independent talent to increase, according to the data.
A rise in effectiveness is the top reason business leaders cite for hiring freelancers (81%); Additional benefits noted include more skill sets on the team (67%), temporary help to cover an increase in workload (63%) and that it is less expensive than hiring full- or part-time employees , among others, the report states.
However, the change is not only positive for marketing executives. Workers applying their talents to freelance opportunities, whether full-time flexible or supplemental gigs side hustlecan gain more flexibility in their schedules and control over their income.
Sixty-six percent of freelancers expect to still be freelancing in three years, and 68% of them are likely to recommend a freelancer to a friend, the survey found. In addition to flexibility, freelancers appreciate independence (42%), the ability to earn a higher income (33%) and the opportunity to work on a variety of projects (30%).
Related: Growing your freelance career into a small business
“Freelancer has given me the space and autonomy to figure out what I want to do next,” community member Rosie Dwayna Haley said in the report. “I can continue to work, apply and learn against this discipline, but the level of flexibility that i take it allows me to shape my life and my days so that I can really find time to be thoughtful about what I'm doing.”