Mind the Gap: How Gen Z really feels about hustle culture (2024)

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CURATED READS FOR GEN Z—AND THEIR Z-CURIOUS COLLEAGUES

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Mind the Gap: How Gen Z really feels about hustle culture (11)

first up

Welcome back! This week, we’re looking at the pros and cons of hustle culture and the gig economy.

If you’ve never fallen down an algorithm-powered rabbit hole of online hustle culture, here’s a primer: self-help influencers tell viewers to break free from the shackles of the 9-to-5 job, insisting that the most liberating—and lucrative—path to financial freedom doesn’t even require you to get out of bed in the morning. So long as you have a laptop or smartphone, you can start drop-shipping or affiliate marketing, sell digital products or transcription services, or offer virtual assisting and influencing, all of which promise riches that flirt with six figures a month. (The multilevel marketers of yore walked so that digital courses could run.)

It’s no coincidence, then, that side-hustle videos—hashtags for which have reached 12.8 billion views and counting on TikTok, according to the platform’s own data—perform so well; Google Trends searches for the term “side hustle” have steadily increased over the past five years, peaking at the beginning of January.

Much of that interest comes from Gen Z. A little more than half of Gen Zers are likely to be gig or independent workers, compared with 36 percent of the American workforce overall. Gen Z accounts for a greater share of this cohort, because independent work offers a way into the labor force while also providing more flexibility, something its members value greatly. Gen Z, which entered the workforce just as the pandemic and an economic downturn began, has also had more difficulty landing traditional jobs.

But the popularity of online hustle culture may be less about wanting to strike it rich and more of a reflection of the anxiety that Gen Zers feel about their own financial well-being. Sure, some independent work seems glamorous—like that of the travel influencers who denounce their desk jobs in favor of shooting #content from far-flung locales like an island villa in Southeast Asia that costs oodles less than their urban rentals. But will it really help you own a home or retire one day?

Despite the lure of the travel influencer lifestyle, most Gen Z independent workers say that they would prefer to work as a permanent or noncontract employee, compared with 28 percent who say that they take on independent work because they enjoy it and 24 percent who say that they do so because they prefer the autonomy and flexibility of it, McKinsey senior partners André Dua and Kweilin Ellingrud find.

For all the appeal that independent work may hold for some, Gen Zers entering the workforce are also weighing the costs of things like employer-sponsored healthcare, particularly as they report more mental- and even physical-health concerns compared with millennials. For Gen Zers (or anyone) considering a side hustle in addition to their day job, check your employment contract or company’s policies, which may prohibit outside work.

Finally, while employers are offering more flexibility to help retain and attract Gen Z talent, they must also make peace with the fact that their Gen Z employees might be spending part of their time earning extra income—or, at the very least, watching TikToks about it.

Mind the Gap: How Gen Z really feels about hustle culture (13)

Mind the Gap: How Gen Z really feels about hustle culture (14)

VISUALIZE IT

Top-performing companies often implement practices that support a more diverse workplace.

Mind the Gap: How Gen Z really feels about hustle culture (15)

Work it out

Mind the Gap: How Gen Z really feels about hustle culture (17)

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WAIT, DON’T SCROLL

Take notes. What might a customized college experience look like? Hybrid learning, clearer career coaching, and more technology in classrooms are a few features that could change higher education in the next decade.

Fashioning a more inclusive industry. Black American shoppers are likely to switch luxury brands if they don’t feel satisfied with a brand’s approach to diversity, equity, and inclusion.

The doctor will video chat you now. The use of telehealth services is much higher now than it was prepandemic, but it’s not equally accessible to patients of differing ages, income levels, and locations. Two ways providers can improve access include addressing gaps in technology and building trust with consumers.

Mind the Gap: How Gen Z really feels about hustle culture (19)

Mind the Gap: How Gen Z really feels about hustle culture (20)

NOT US; STILL GREAT

It was all yellow. Gen Z yellow replaced millennial pink as the preferred hue of marketers intent on appealing to young consumers, but it’s unlikely to be as ubiquitous, given Gen Z’s taste for individuality. [Business of Fashion]

A caregiver crisis. More than three million Gen Zers in the US act as family caregivers. Although there is limited Gen Z–specific data on the subject, it’s true that caregivers often must cut back on work to tend to ill or disabled family members, which affects their lifetime earnings and more. [Esquire]

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Your latest McKinsey Crossword: It’s a Formality | No. 112

2-Down: Much briefer way to text “While I don’t presume to think that what I say is the only right answer, as I see it.” Can you solve it?

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Mind the Gap: How Gen Z really feels about hustle culture (2024)

FAQs

How Gen Z really feels about Hustle culture? ›

Gen Z is redefining what we know today about the workplace as this generation has been rejecting hustle culture. Modern workplace dynamics have changed globally since the COVID-19 pandemic.

How much of Gen Z has a side hustle? ›

According to Bankrate's Side Hustles Survey, 48 percent of Gen Zers and 44 percent of millennials have a side hustle.

How does Gen Z feel about work? ›

A recent study found that approximately 97% of Gen Z states that work is part of their identity, and 83% are self-proclaimed job hoppers pursuing diversified skill sets, fresh challenges, and business environments that align with their values.

Which generation is hustle culture? ›

Gen Z's balancing act between ambition and well-being. Starting a business, taking on side gigs, launching a podcast, growing your online following, hustle culture has become mainstream—until Gen Z came along and started redefining it.

Why is Gen Z rejecting hustle culture and redefining the meaning of work the stream? ›

Traditional workplace structures, characterized by rigid hierarchies and a lack of flexibility, often fail to appeal to Gen Z individuals. Gen Z has been raised in a digital age with access to information and diverse perspectives; they value transparency, inclusivity, and purpose-driven work.

Why is hustle culture glorified? ›

Hustle culture equates busyness with productivity, exhaustion with accomplishment, and, most dangerously, self-worth with professional success. In a world that glorifies being 'on the grind', the relentless pursuit of success can often become a badge of honour.

What is the #1 side hustle? ›

1. Freelancing. Freelancing is a tried-and-true way to earn extra money and deserves a top spot on any list of easy side hustle ideas. Freelancers deliver work on a per-project basis for one or more clients and you can schedule it in your spare time.

What is the most wanted job for Gen Z? ›

Driving the news: Young people today are more likely to job-hop, but they are also looking for stability by pursuing careers as CEOs, doctors and engineers, according to a new Axios/Generation Lab study. By the numbers: Gen Z-ers surveyed said their top career goals were businessperson, doctor and engineer."

Are Gen Z financially savvy? ›

For example, a new study by the Investment Company Institute (ICI) finds that “Gen Z households have nearly three times more assets in the [retirement] plan accounts (adjusted for inflation) that Gen X households did at the same age.” More Gen Z-ers have retirement plans set up and they've saved more in those accounts.

What does Gen Z struggle with the most? ›

Gen Z Struggles With Mental Health

According to McKinsey, over half (55%) of Gen Zers report having either been diagnosed or receiving treatment for a mental health condition, compared to 31% of people aged 55 to 64, who have had decades longer to seek and get treatment.

What is Gen Z most passionate about? ›

Gen Zers generally have strong values related to racial justice and sustainability. Mobilizations like the Global Climate March, led by Gen Z activist Greta Thunberg, thrive on the activism of young people. Climate change is one of the issues Gen Zers care about most.

Why does Gen Z not want to work anymore? ›

Following the era of working remotely and high burnout rates, many reconsidered their priorities regarding the role of work in their lives. A January 2024 global study by consulting firm Randstad found that 57% of Gen Z said they would leave their job if it interfered with their personal lives and emotional well-being.

What is toxic hustle culture? ›

But even in less severe cases, the CDC has linked these nonstandard schedules to increased work-related fatigue, leading to employee burnout. Constant Availability Is an Expectation: Beyond working hours, a toxic hustle culture encroaches on workers' personal time by demanding their availability at all hours.

What is the hustle culture problem? ›

Hustle culture creates an unhealthy balance between work and personal life. It emphasizes career success prioritized over everything else, including relationships with family, friends, and partners.

Why does Gen Z hate 9 5? ›

In this LinkedIn article, I explain a few things I learned about why Gen Z and Millennials are shifting away from the traditional 9 to 5 work model. From a desire for flexibility and freedom to focus on pursuing passion-driven careers, I'll discuss the motivations behind this generational trend.

What is the truth about hustle culture? ›

Instead, hustling not only elevates stress and anxiety, but also paves the way for a host of wellbeing issues–impacting mental, emotional, and physical health. The culture fosters an environment where workers are expected to sacrifice their personal lives to work toward unrealistic expectations and professional goals.

How does Gen Z feel about money? ›

Most Gen Z respondents shared that they feel equipped to handle financial basics, such as managing their day-to-day expenses (70%), sticking to a budget (70%) and building/managing credit (66%).

What is the hustle culture mentality? ›

Hustle culture is when a workplace environment places an intense focus on productivity, ambition, and success, with little regard for rest, self care, or any sense of work-life balance.

Is hustle culture workaholism? ›

The phenomenon of hustle culture, while disregarding healthy work–life balance, may exacerbate workaholism.

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