The Youth ‘Side Hustling’ Revolution

By: Siyabonga Fakudze 

Mbabane- In Eswatini where thousands of graduates compete for limited jobs, the youth are taking matters into their own hands. ‘Side hustling' which is defined as a job or occupation that brings in extra money as a source of income, includes photography, bracelet branding, baking, hair branding and forex trading which was once labeled as a way to be busy has now turned to be the main source of income for many young people in the Kingdom of Eswatini. With the youth of Eswatini, such ‘side hustles’ has propelled them into genius that ensured that they do not let limited unemployment opportunities defy their capabilities. 

A country that has a staggering 40% youth unemployment rate, ‘hustling’ has made it important for small businesses to venture into creativity and innovation. What started as a hobby or a way to dive into creativity and innovation has now fully evolved into a striving business, a ‘grind’ capable of growing the economy of the country. 

Lungelo Nkambule, a 25 year old personalined bracelet maker from Mbuluzi, Mbabane stated that he began branding personalined bracelets in high school with an aim of raising pocket money. “Since I completed my high school education in 2021, personalizing bracelet has become a source of income as I am now able to generate money to cater for my basic needs”. 

Not only him. Most young people in the country are no longer waiting for jobs to come to them, instead they create them. A lot of these goal-driven generation Z youth are turning their skills and passions into money making schemes. From lying idle at home to content creators, it is with no doubt that small businesses are constantly evolving with time.

Research discovered that social media is the major drive of ‘hustling’. Social media platforms such as Facebook, Tik-Tok and WhatsApp has become the main marketing tools and the way entrepreneurs connect and build strong relationships with their audience. Sabelo Mnisi, a photographer, says that despite pursuing Information Technology at Limkokwing University of Creative Technology, Tik Tok has been the pillar in terms of learning the basics of a camera, and how best he can be take good images. “ As we speak I am considered by those who happened to book me to be the best photographer in the country. Since graduating in 2022, I had never attempted to apply for a job with the degree I attained at university”. Furthermore, the ambitious young man stated that he post his work online where clients all over the country book him. 

However, the ‘hustle’ life remains a big challenge in this country. Most young people in Eswatini struggle to secure capital from banks and eligible loan organizations. Youth people in remote and rural areas are challenged by having no mentorship, and educational workshops. Others face a lot of pressure from family members who believe that to be successful, you need to be working for government or a big company. 

In spite of all these challenges, non - government organizations such as Youth Enterprise Rovolving Fund and Junior Achievement Eswatini offer training, small grants and business educational programs to aspiring young entrepreneurs. In 2024, the Times of Eswatini reported that more than 1 000 people who are still in high school, university and those at home have benefited from these organizations’ mentorship and financial literary. Government over the past years has also tried to fuel ‘hustling’ or upcoming businesses by encouraging young people to venture into entrepreneurship to help fight unemployment and poverty both in rural and urban areas. 

The rise of ‘grinding’ amongst the youth has sharpen the cultural mindset of most people. People are no longer afraid to carry side ‘hustling’ business to their place of work. “It gives me joy in terms of managing money, how best I can use it”, outlined Zinhle Thwala, a high school teacher who sells tupperware products and clothes. 

It is without a doubt that ‘side hustling’ in the next coming years will be a financial freedom to the majority of the youth in Eswatini. It is therefore a must that government introduces educational workshops that will accommodate every aspiring young entrepreneur in the country as it is now clear that the future of the economy of this country lies to young people who have the dream of running reputable businesses that will generate revenue for the country.