Hustle culture is destroying our clients. It’s time they let their impossible standards crash to the ground

‘In our work we increasingly see people struggling not because they are failing at productivity and hustle, but because they are succeeding at it too well.’ Photograph: CreativeDesignArt/Getty Images

Outwardly performing brilliantly in a high-profile role, Ariana* races through her days. When her baby sleeps, she jumps on calls, replies to messages, sometimes squeezing in a few exercises to try to stay fit. When the baby wakes, the loop begins again. Despite exhaustion, Ariana holds herself to her internal standards of high output and pace.

Many media commentators have labelled this way of living “the cult of productivity”. It’s compounded by popular “hustle culture” – do more and do it faster!