I know that most of us want to memory hole the strange mix of boredom and terror that was the pandemic. But bear with me for a moment and cast your mind back to 2020. With the world shut down and most white-collar work suddenly gone remote, an unexpected change was afoot. Many former strivers appeared to be rethinking their commitment to hustle culture.
In 2023, looking back at data from the previous few years, The Atlantic’s Derek Thompson declared that “since 2019, rich Americans have worked less. And less, and less. In a full reversal of the past 50 years, the highest-educated, highest-earning, and longest-working men reduced their working hours the most during the pandemic.”
Why were so many high performers suddenly reconsidering hustle culture? “I think the pandemic has clearly reduced workaholism,” Yongseok Shin, the Washington University economist behind the numbers Thompson cites, tells him.
“Since Covid-19, people have started to reject hustle culture and pull back,” executive coach Brooks E. Scott agreed in an interview with the BBC.
The entrepreneurial boom of the early 2000s that built the web (and our world) created not only vast fortunes, but also an ideal that celebrated work obsession and long hours. The pandemic took a giant bite out of this hustle culture ethos. I’m sorry to report it seems to be making a comeback.
The AI founders lead the return to hustle culture
For the starkest evidence of the return of grinding it out, I point you to a recent Wall Street Journal article, “AI Startup Founders Tout a Winning Formula — No Booze, No Sleep, No Fun.” The headline nicely sums up what you’ll read. It’s full of 20-something founders of mostly AI companies working 90+ hour weeks, eating ramen noodles at their computers, and only talking to other humans to network.
“They rarely drink, scoff at work-life balance and are locked in a 24-7 competition to be, or appear to be, the most obsessed,” it reports.
An Intelligencer article on the same topic likens the current scene in California to the state’s other famous gold rushes — the one for actual gold in the 1840s and the first startup boom a few decades back. It too is full of jaw-dropping details like the guy setting his timer for a strict five minutes of socializing. Or the casual conversations about p(doom). (That’s startup speak for the chance AI will destroy the world — fret not, the kids put it at only a moderately terrifying five to 15 percent.)
As with the WSJ piece, the overall picture that emerges is of the complete and triumphant return of hustle culture and the celebration of work-focused monomania in Silicon Valley.
Other factors nudging us back to the grind
Most of us are not 20-somethings hoping to make billions building AI companies, of course. But while the scene in San Francisco is extreme, it’s not totally divorced from what’s happening in the rest of the country. You don’t need to marinate yourself in the internet to know that business and politics have taken a sharp turn away from the warm and fuzzy in the last few years.
From Mark Zuckerberg declaring a ‘year of efficiency’ and pining for more “masculine energy,” to to a host of layoffs at other tech companies, to the rhetoric coming from the White House, it’s clear that plenty of leaders were less than thrilled with employees’ reconsidering long hours and blind dedication. A more humane and well rounded approach to life isn’t great for some people’s profits or politics.
It’s also not possible if you can barely make ends meet. Considering cutting back hours or finally pursuing that passion project is more feasible with stimulus checks in the bank and post-Covid inflation still in the future. For plenty of people the return of hustling long hours is not a choice but an economic necessity.
Are Americans willing to go back?
The promise of AI-driven billions. A leadership class clearly sick of unproductive kumbaya. A cultural moment that celebrates ruthlessness. The sky-high cost of living in a precarious feeling world. Take all these factors and put them together and what do you have? A recipe for the return of hustle culture.
Or at least an attempt to return us to it.
Brutal hours and obsessive focus are clearly back in Silicon Valley. Corporate bosses wielding return to office mandates and exhortations to work 60-hour weeks are trying to bring it back to the corporate world too.
Will Americans in general sign up again to glorify grinding it out after having rethought it during the pandemic? That remains to be seen. I’d love to hear your perspective. Have you observed a return to a hustle culture ethos in your corner of the working world?
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.
Jessica Stillman
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