Why Are Young People Pretending to Love Work?
29th January 2019
Uh, because that’s where the money is?
Welcome to hustle culture. It is obsessed with striving, relentlessly positive, devoid of humor, and — once you notice it — impossible to escape. “Rise and Grind” is both the theme of a Nike ad campaign and the title of a book by a “Shark Tank” shark. New media upstarts like the Hustle, which produces a popular business newsletter and conference series, and One37pm, a content company created by the patron saint of hustling, Gary Vaynerchuk, glorify ambition not as a means to an end, but as a lifestyle.