A recent nationwide survey reveals growing dissatisfaction among American workers with their current income levels, driving many to explore side businesses and reconsider traditional employment models.
The $74,000 Sweet Spot
According to research conducted by Talker Research for SurePayroll By Paychex, Americans believe an annual salary of $74,000 would provide financial happiness. However, this figure masks significant variation in expectations across the population.
The survey of 2,000 adults uncovered a stark reality: half of all respondents report that their current income fails to support their desired lifestyle. This financial gap appears to be reshaping how Americans approach work and career decisions.
While the majority find $74,000 acceptable, nearly one in five Americans (19%) believe they need a six-figure income to achieve their preferred standard of living. This disparity suggests that income expectations vary considerably based on individual circumstances and aspirations.
Workforce Dissatisfaction Drives Job Market Activity
The income gap is creating tangible effects in the job market. Currently, 24% of employed Americans express dissatisfaction with their earnings, contributing to increased job-seeking behavior.
Recent job market activity reflects this discontent:
- 26% have actively searched for new positions within the past three months
- 35% are currently job hunting
- Among those who have navigated the job market recently, 39% report that finding employment has become more challenging than in previous years
Today's job seekers prioritize more than just higher wages. Beyond increased salary, workers are seeking better benefits (28%), improved work-life balance (20%), and greater workplace flexibility (20%). These findings underscore that comprehensive compensation packages and quality of life considerations have become critical factors in employment decisions.
The Rise of Entrepreneurial Thinking
Economic uncertainty has sparked renewed interest in entrepreneurship and alternative income sources. Among Americans who don't currently own businesses, 32% report increased interest in starting a side venture due to current economic conditions.
The entrepreneurial mindset is gaining ground relative to traditional employment. More than half of respondents (52%) now view starting a small business or side hustle as equally viable—or more viable—than pursuing conventional full-time employment.
Side Business Trends
Nearly three in ten Americans (29%) already operate a side business, and the motivations behind these ventures reveal an interesting balance between financial necessity and personal fulfillment:
- 40% of current side business owners say their ventures are driven equally or more by passion than monetary gain
- Among those considering side hustles, 47% would be motivated equally or primarily by earning from activities they love
- 47% of all respondents believe they could successfully monetize a passion or skill
- 59% of non-business owners wish they could launch a passion-based enterprise
The range of potential ventures spans from traditional crafts like quilting to modern services such as voice-over work and emotional wellness coaching. For those with clear passions, 57% dream of making their interest their sole income source.
Financial Priorities: Stability Over Luxury
When asked how they would use additional income, Americans demonstrate a preference for financial security over discretionary spending:
- 46% would increase savings or investments
- 42% would pay down bills
- 35% would cover grocery expenses
- 23% would fund travel experiences
These priorities suggest that many Americans view extra earnings as an opportunity to strengthen their financial foundation rather than expand their lifestyle.
Small Business Appeal
Worker preferences are shifting toward smaller employers, with 24% of respondents stating that working for a small business offers greater benefits than large corporation employment.
Small businesses hold distinct advantages in worker perception:
- More gratifying work environment (40% vs 12% for large companies)
- Better customer relationships (59% vs 7%)
- Superior employee relationships (58% vs 9%)
"The data shows that more Americans are hoping to turn their passions into paychecks," explained Glenn Ferretti, director of digital sales at SurePayroll. "Whether it's a side hustle or a full leap into launching a small business, it's clear people want more control, more meaning and more freedom in how they work."
Workforce in Transition
While $74,000 represents the average salary target, the broader implications point to a workforce actively reshaping traditional work models. The combination of income dissatisfaction, entrepreneurial interest, and preference for meaningful work suggests that American employment patterns are evolving beyond conventional full-time positions.
The research indicates that workers are increasingly willing to create their own opportunities when traditional employment fails to meet their financial and personal fulfillment needs.
Research Methodology: This analysis is based on a Talker Research survey of 2,000 U.S. adults conducted online from June 9-13, 2025, commissioned by SurePayroll. The study utilized non-probability online access panels with virtual incentives, excluding responses that failed quality controls for factors such as completion speed, automated responses, duplicates, and inappropriate content.