Despite widespread online declarations that "hustle culture" is dead—and frequent accusations that Gen Z killed it by refusing to center their lives around work—the grind is very much alive. It is simply evolving.
"Living in New York City is kind of a double-edged sword," lifelong New Yorker Mohuya Khan told *Business Insider*. "You see everyone, for the most part, around you hustling."
Khan is part of a massive generational shift. According to Glassdoor, over 57% of Gen Zers have at least one side hustle, making them the demographic most likely to juggle multiple gigs. But unlike the traditional hustle culture ethos that glorifies working 24/7, Gen Z is attempting to weave work-life balance into the equation.
It is an ambitious, albeit difficult, balancing act. Last year, Khan earned $130,000 across nine separate income streams, none of which were traditional salaried roles. Some of these ventures naturally feed into one another; her work as a content creator, for instance, generates revenue through brand partnerships, creator funds, and affiliate links.
Others operate entirely independently. Khan’s diverse portfolio includes investing, hosting panels and pop-up events, managing social media marketing for businesses, and creating commissioned murals and artwork. She also runs her own clothing brand and dropships products featuring her original designs.
The Cost of the Grind
However, managing a nine-stream empire took a severe toll on her mental health. In the beginning, Khan tried to pour 100% of her energy into every single gig, a strategy that ultimately left her exhausted.
Looking back at her former self, Khan admits the experience was a mixed bag. "I’m proud of her, but I don’t know if I would do it again," she told *Business Insider*. "It motivated me, but it also really burned me out."
If Gen Z largely rejects the "work for work’s sake" mentality that defines traditional hustle culture, why are so many taking on immense workloads? The answer largely comes down to economics.
The Economic Reality Check
For Khan, the exorbitant cost of living in New York City was a primary driver. As the most expensive city in the U.S., NYC's soaring housing costs have left half of its working-age residents struggling to cover basic needs.
"You see people working multiple jobs, and obviously they’re tired, but they’re just doing it because it’s kind of the normal way of living here," Khan explained.
But this financial pressure isn't confined to the five boroughs. A LendingTree study revealed that only about one in four Gen Z workers earn enough to comfortably live on their own—a struggle that persists even for the third of young adults who cut costs by living with their parents.
Compounding the issue is an increasingly hostile job market for young professionals. Entry-level jobs have plummeted by 35% since late 2024, a decline potentially accelerated by AI integration. Faced with stagnant starter salaries that fail to cover living expenses, side hustles have shifted from optional passion projects to financial necessities.
Redefining the Hustle: Working to Live
While the economic drivers are intense, Gen Z's approach to the hustle remains distinctly different from previous generations. Traditional hustle culture often prioritized the *appearance* of productivity—waking up at 4 a.m. and working until 10 p.m. simply to prove you were outworking your peers.
Gen Z, conversely, isn't interested in performing busyness. They want the financial rewards of a side hustle, but they fiercely protect their mental health and personal time. The goal is for work to support their lives, not consume them.
"I think hustle culture is still there; it’s just not as insane," 23-year-old Jade Walters, who works a full-time job while running a side business, told CNBC. "You’re putting in the work to have an easier life."
Building a Sustainable Grind
Today, Khan maintains her diverse income setup but prioritizes sustainability over sheer output. She has actively separated her self-worth from her productivity and relies on grounding practices to stay centered.
"I don’t feel like I have to constantly burn myself out and overexert myself to prove anything to myself or others," Khan said.
What this sustainability looks like varies from person to person. For many, it means enforcing strict boundaries with their primary job, such as logging off at exactly 5 p.m. each day. For others, it involves redirecting income toward restorative experiences; Khan, for example, treats herself to a massage every two months. For entrepreneurs with scaling side hustles, it might mean hiring part-time help to share the workload.
Ultimately, while the methods may differ, the objective is the same: Gen Z is transforming the toxic hustle culture of the past into a more sustainable, intentional pathway to wealth and well-being.