In This Era of Persistent Burnout, Brands Need to Make Downtime ‘Cool’ for Consumers

These old narratives can—and should—be dismantled

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Being busy is not “cool” anymore. There is increasingly talk about the benefits of wasting time, the dangers of hustle porn, the skewed economics of millennial burnout, the rise of anti-strivers. Just like Instagram photos of the unnamed variety of pink objects and avocado toasts, being “crazy busy” shifted from being a boast of self-importance to the opposite of aspiration.