"Also known as burnout culture and grind culture, hustle culture refers to the mentality that one must work all day every day in pursuit of their professional goals.
In the 21st century, thanks in part to the Great Recession of 2008, overworking became popular among younger generations who felt like they needed to work long hours and start a side business to achieve success in a tough economic climate. Positive depictions of “rise-and-grind culture” (especially on social media) quickly normalized working harder, faster, and longer."