The gig economy is growing three times faster than the traditional workforce, and Gen Z is leading the charge. Here’s how employers can fight back and keep their talent from going rogue

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Joining the gig economy used to be considered an “alternative” career path—but it’s fast becoming the norm. By 2027, half of the developed world’s workers will be part of the gig economy, according to a new report from Ogilvy Consulting. While it was initially a combination of advancements in technology and corporate cost cutting that drove workers to freelance and side-hustle jobs, the motivation for independent work has evolved. 

“Young people are really driven to take control over their own work life balance and craft their own career and narrative,” Reid Litman, global consulting director at Ogilvy and co-author of the report, tells Fortune. “They don't trust the old system.”