Contrary to what the older generation thinks, Gen Z are not lazy, especially when it involves the hustle culture. Gen Z has redefined the hustle culture, and it has become the new way in Nigeria. And for good reasons. The stereotype of Gen-Z being seen as lazy is quite disappointing because this generation is one of the most hardworking, ambitious, and innovative. Yes, we're not pleased by traditional workplace norms, office politics, and the struggle to climb the corporate ladder. The game is changing, and committing to one job is not enough security.&nbsp;

Having side gigs and multiple streams of income has become the new norm, and if you're not hustling as hard, you'll be left behind. But is this hustle culture the new way for everybody? Is it sustainable?&nbsp;

Let's break down how the new hustle culture of Gen Z is reshaping the future of work in Nigeria.&nbsp;

Gen Z, born roughly between 1997 and 2012, grew up with the internet. We're not just comfortable with tech or quick at adapting to it; we rely on it and are good at using it. The unemployment crisis has always been a major issue in Nigeria, and perhaps the driving force for us, Gen-Z, to adapt to tech, create jobs for ourselves and be financially independent to live a soft life. The fear of every Nigerian graduate is graduating with good results from university, serving the country for a year and yet not getting a good-paying job to live comfortably in the current economy.&nbsp;

Being an adult in this current Nigerian economy has to be the scariest thing because why can't a graduate afford a crate of eggs? Nigeria's youth unemployment rate was estimated at over 40% in 2023, and with odds like that, no smart Nigerian Gen-Z sees hustling as an option. It's survival.&nbsp;

According to a report by Tech Economy, 90% of Nigeria’s internet users are under 35. On most days, I spend a ridiculous amount of time on social media, and I'm sure you do too. There's so many social media platforms that we, Gen-z have no problem keeping up with like Tiktok (my personal favorite), Instagram (Always love it), and X formerly known as Twitter (The only app that scares me but I'm always there) and the amazing thing about being so consistent on these apps is that, if done right you can earn an income and build influence.&nbsp;

Gen-Z are effortlessly flipping the scripts cause they're always into the biggest thing. Using tech, a new space has been created to hustle just as hard as a traditional 9-to-5. There are skit makers, virtual assistants, content creators, and so many more innovative hustles.&nbsp;

I feel so proud when I meet young people like myself, and when they introduce themselves, there's a full load of different hustle paths. You'll hear, “I’m Amaka, a UI/UX designer, content creator, entrepreneur, and financial coach.” Do not let your jaw drop to the ground, cause when Gen-Z say they're not here to play, you better take them seriously. No hustle is seen as too much for many Gen-Z. There are cases of being burnt out and taking care of mental health, but still, you've got to admire the tenacity of our hustle culture.&nbsp;

The era of multiple hustles has become the new standard following the COVID-19 lockdown, and over time has become very popular. An article I came across in the Guardian Nigeria defined the Gen-Z hustle culture as a side hustle craze, emphasising how young Nigerians are no longer relying on one job or income source. With a front seat Vip view to the crashing economy of Nigeria, having only one income isn't the smartest move. You could wake up one morning and find out basic things like food, transportation and light bills have tripled overnight. If the anxiety of not having enough money doesn't stress you out, Nigeria will find a way to get to you.&nbsp;

Gen Z are ready to fight the system. Well, the hustle system because no young Nigerian wants to work in one barely paying job for the rest of their lives and not have enough savings to take a trip to Dubai and party on a yacht. Many Gen-Zers who work a traditional 9 to 5 aren't relying on just that. They're combining it with freelance gigs, online businesses, content creation or even transport services like Bolt, Uber, and Indrive for those who have cars. What's the driving force for this new hustle culture? Money! Money! Money. A mix of economic instability, unemployment, societal pressure, Gen-Z want more, and they're not afraid to reach out for it. We want to make money and enjoy life while we're still young.&nbsp;&nbsp;

Gen-Z defines success differently from the older generations, who are more concerned about titles, degrees, job level, and years in the civil service. Nothing wrong with chasing all that, but when does the soft life come in? When does the economy become worse than it currently is? Nope! It's now or never.&nbsp; We're prioritising flexibility, smart work, freedom and of course, soft life.&nbsp; The era of struggling in a job that gives low reward is not a path a Gen-z willingly takes. There should be ease and comfort even when you're hustling for the bag. Instead of glorifying the grind culture of 24/7, flexibility is much more needed because what's the point of hustling day and night if you can't enjoy it? No better words to describe it like how PWR magazine phrased it. “Nigerian Gen Zs are rejecting the traditional hustle-and-grind culture their parents embraced. They want more: more ease, more enjoyment, more balance.”

None of those are too much for the younger generation to ask. Wanting balance doesn't mean we don't want to work hard. Far from it, actually. Gen-Z are relentless hard workers, but we're choosing to hustle on our terms.&nbsp;

Hustle culture or survival of the fittest?

“God forbid a Gen-Z tries to hustle hard to fight the daily oppression on social media.”&nbsp;

If you're hardly moved by the things you see on social media, like other Gen-Z travellers around the world, or buying nice things, you have to be one of God's strongest soldiers. I can't count how many times I've whispered, “I wish this were me”, “I can't wait to try this”, or “God, when”. It's sort of like a motivation for me. For as long as I knew how important money was to the quality of a person’s life, I've been hustling in every way like my life depended on it. The economic pressure is harder than ever, and trust me, the new way of Gen-Z hustling is not for fun but for survival.&nbsp;

With inflation rising like yeast, high cost of living that is after your neck and the Nigerian education system that often doesn’t match job market realities, many young Nigerians like myself, have to find our own way to survive.&nbsp;

And let’s not forget the mental toll. According to Times life, , researchers noted that constant hustle can lead to anxiety, burnout, and feelings of inadequacy. It's no surprise that young Nigerians are obsessed with achievement and quick to compare themselves with people who made it faster or seem to be doing better.&nbsp;

I'm sure you saw it coming. There's, of course, always a flip side and for the new hustle culture of Gen-Z, it involves burnouts, scams, and unnecessary pressure. The constant pressure to monetise every hobby you have and strip the joy out of it. Pressure to be at every happening event. Everything and anything is seen as content, every tweet becomes marketing, and every moment becomes a business opportunity.&nbsp;

My dear Gen-Z, relax! Relaxxxx. The rush to make money quickly never ends well. Your desperation will only lead to exploitation and many unfortunately fall victim to online scams or get rich quick schemes. Schemes like the trending Cbex that recently crashed will come as a rebrand and the sad part is, many young Nigerians will still fall victim. There's no point in chasing shortcuts if all you get is a huge loss..

Is the hustle culture of Gen-Z in Nigeria the new way?

Is the Gen-Z hustle culture the new way in Nigeria? Can this hustle culture last?

According to some experts, yes. For young Nigerians to build a future of safe hustle and intentional growth, some of the things that can help improve the hustle culture include;

Policies that protect freelancers and digital workers and do not exploit them

The gen-z hustle style isn’t going anywhere. It is here to stay for the long run but it is safe to say it needs structure, support, and safety nets.

Take a page out of the Gen-Z handbook and learn the new hustle. You don't have to suffer to succeed, and you shouldn't define your success.&nbsp;

So yes, the hustle culture of Gen Z is the new way in Nigeria, and it's an amazing movement. But it’s not just about money (although it's important). It’s about freedom, self-expression, and building a future that works for us.

Gen-Z are effortlessly flipping the scripts cause they're always into the biggest thing. Using tech, a new space has been created to hustle just as hard as a traditional 9-to-5.

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