Hustle Culture Is a Luxury, Not a Universal Truth

Scroll through social media for a few minutes and you’ll bump into it: the endless posts about hustling harder, chasing side gigs, and building empires from scratch. The message is always the same: if I can do it, anyone can. But let’s be honest—hustle culture is a luxury, not a universal truth.

The Myth of the Side Hustle

I’ve lived the pace of Johannesburg, enjoyed Durban’s slower coastal vibe, and felt Cape Town’s competitive buzz. And if there’s one thing I know, it’s that not everyone starts from the same place.

Hustle culture assumes we all have:

• Extra hours after work to “build the dream”
• Spare cash to pour into passion projects
• A safety net for when things flop

For most South Africans, though, a 9-to-5 isn’t about lacking ambition—it’s about survival.

The Reality for the Rest of Us

Picture this:

• A mother in Khayelitsha working two jobs just to pay rent
• A father in Gqeberha sending half his salary back home to support family
• A graduate in Soweto balancing student debt, a low-paying job, and the pressure to “build a brand”

Telling these people to “just hustle harder” isn’t inspiring—it’s tone-deaf.

The Hidden Cost of the Grind

I once bought into the hustle hype myself. I stayed up late, skipped meals, sacrificed rest—all in the name of “freedom.” What did I gain?

• Burnout, both physical and mental
• Strained relationships
• The realisation that many so-called “self-made” stories come with hidden advantages

Not everyone can afford to gamble. And that’s perfectly okay.

The Dignity in a Steady Job

A 9-to-5 isn’t settling—it’s:

• Security in an unstable economy
• A way to feed your family without betting your last cent
• Honest work that should be respected

Success doesn’t have one look. Sometimes, it’s simply showing up, paying bills, and keeping life moving forward.

So What Should We Do Instead?

1. Stop glorifying burnout. Working yourself into the ground is not a badge of honour.
2. Acknowledge privilege. Not everyone has the cushion to “just go for it.”
3. Respect the daily grind. Doing the work, consistently, is its own kind of strength.

Final Thought

You’re not failing if you’re not an entrepreneur by 30. You’re not lazy if you need rest. Life isn’t a glossy Instagram quote—it’s real, messy, and demanding.

So next time someone makes you feel small for “just” working a job, remember this: you’re showing up, you’re doing what you need to do, and that’s more than enough.

What about you? How do you balance dreams, work, and survival in South Africa’s tough economy? Let’s talk about it—no filters, just real life.

(And whether you’re in Cape Town, Joburg, Durban, or anywhere in between, don’t let hustle culture trick you. Your grind counts, no matter what form it takes.)