Perhaps we’ve all gotten a little hungry for meaning. Participation in organized religion is falling, especially among American millennials. In San Francisco, where I live, I’ve noticed that the concept of productivity has taken on an almost spiritual dimension. Techies here have internalized the idea — rooted in the Protestant work ethic — that work is not something you do to get what you want; the work itself is all. Therefore any life hack or company perk that optimizes their day, allowing them to fit in even more work, is not just desirable but inherently good.
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.