Is Hustle Culture Dead or Just Rebranded as ‘Soft Life’?
- Jomanda Heng
- Jul 29
- 3 min read
For much of the past decade, hustle culture reigned supreme. The philosophy was simple: success belonged to those who sacrificed the most sleep, pushed the hardest, and never stopped grinding. Instagram and LinkedIn were filled with “rise and grind” posts, and the narrative was that if you weren’t working every second, you were falling behind.
But in recent years, particularly after the pandemic forced millions to rethink priorities, a counter-movement has emerged: the “soft life.” Instead of glorifying exhaustion, it highlights wellness, balance, and intentional living.
The question remains: did hustle culture truly die, or has it been cleverly rebranded?
The Rise and Strain of Hustle Culture
Hustle culture thrived alongside the boom of tech startups, influencer marketing, and the gig economy. Its mantras—“Sleep when you’re dead” and “The grind never stops”—were normalized across industries.
Yet, the toll became impossible to ignore:
In 2019, the World Health Organization officially classified burnout as a workplace phenomenon, linking it to chronic stress.
A Deloitte survey found 77% of professionals reported burnout at their current job, with nearly half saying it happened more than once.
Social media amplified the toxic productivity loop, with people showcasing nonstop work as a badge of honour.
By the early 2020s, the cracks in hustle culture were clear: young professionals were asking if endless grind was worth the cost.
The “Soft Life” Era
The phrase “soft life” originated in Nigeria as a rejection of struggle and hardship, later gaining traction on TikTok and Instagram. The idea? Choose a life of comfort, peace, and wellness—without apology.
Key aspects of the soft life include:
Mental wellness: Meditation, therapy, and prioritizing mental health check-ins.
Financial literacy: Instead of working three jobs, many are turning to investments, side hustles, and remote income streams.
Boundaries: Saying no to toxic work environments and valuing personal time.
Self-care as productivity: Fitness, skincare, and downtime are reframed as essential, not indulgent.
In other words, the soft life isn’t about laziness—it’s about creating a sustainable version of success.
The Privilege Debate
Critics argue that the soft life is not universally attainable. Living gently often requires disposable income, flexible jobs, or family support.
In high-cost cities like London, New York, and Tokyo, many young people still face crushing student loans, rent inflation, and job insecurity.
A Pew Research Centre study found that 63% of U.S. adults under 30 say they live paycheck to paycheck, leaving little room for a truly “soft” lifestyle .
This raises the concern: Is the soft life just a social media aesthetic for the financially stable, while others still quietly hustle behind the scenes?
Hustle Culture in Disguise
Ironically, the soft life can sometimes replicate the very pressures it seeks to escape. On Instagram and TikTok, creators promote a “soft life aesthetic” with luxury brunches, spa days, and travel activities not easily affordable for most.
This can create a new form of hustle:
The pressure to curate a perfect lifestyle online.
The subtle push toward consumerism disguised as wellness (think luxury candles, fitness retreats, and “quiet luxury” fashion).
A competitive edge in who can appear the most “at peace.”
In essence, hustle culture may not be gone—it’s just wearing silk pyjamas instead of a business suit.
What Young Professionals Want
Despite the debate, the cultural shift is undeniable. Millennials and Gen Z aren’t rejecting ambition; they’re redefining it.
According to a 2023 Gallup survey, 71% of Gen Z prioritize work-life balance over career advancement .
Key desires include:
Flexible careers: Remote and hybrid work options.
Purpose-driven jobs: Positions that align with social and personal values.
Multiple income streams: Freelancing, passive income, and digital entrepreneurship.
Time freedom: Greater autonomy in daily schedules.
The movement signals a demand for work that supports life, rather than life that supports work.
So, is hustle culture dead? The answer is more complicated than a simple yes or no. The grind still exists—many people have no choice but to hustle—but the narrative around it is changing.
The soft life isn’t about abandoning goals; it’s about pursuing them without sacrificing mental health and personal joy. For some, it’s genuine liberation. For others, it’s hustle culture in a prettier package.
Either way, the conversation proves one thing: success is no longer defined solely by the number of hours you work—it’s about the quality of the life you build.
References
World Health Organization – “Burn-out an ‘occupational phenomenon’ in the International Classification of Diseases”https://www.who.int/news/item/28-05-2019-burn-out-an-occupational-phenomenon-in-the-international-classification-of-diseases
Deloitte – “Burnout Survey: Workplace Burnout on the Rise”https://www2.deloitte.com/us/en/pages/about-deloitte/articles/burnout-survey.html
BBC Worklife – “Is Hustle Culture Finally Dead?”https://www.bbc.com/worklife/article/20220301-is-hustle-culture-finally-dead
Pew Research Center – “Financial Struggles of Young Adults”https://www.pewresearch.org/social-trends/2023/financial-struggles-young-adults
Gallup – “What Gen Z Wants from Work”https://www.gallup.com/workplace/389594/gen-z-millennials-workplace.aspx
The Uncommon Breed
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