In Nigeria today, few words capture the zeitgeist like “hustle” and “gig.” They dominate social media and street conversations—symbols of ambition in a country grappling with soaring unemployment amidst a cost-of-living crisis. Side hustles have become more of a necessity than a choice.
Across social media, it has become fashionable to boast about the hustle culture, with pictures bearing hashtags such as #hustlingforaliving and #Nightsareforgrinding.
For all its perks, however, gig workers confront a critical issue that is glossed over with memes.
A booming digital economy
It is difficult to estimate how many Nigerians now offer digital services, but increased Internet penetration and smartphone use suggest that millions are now engaged in online freelance work.
From graphic design to copywriting, the gig economy boasts a variety of jobs to help the average Internet-savvy Nigerian augment their traditional incomes.
However, meeting the pressures of a side hustle may demand losing sleep and experiencing exhaustion. Many freelancers juggle multiple contracts, working long hours to meet deadlines.
Unlike the office-based roles, gig work offers no work benefits, such as health insurance, paid leave or pension.
The Algorithm Doesn’t Care If You’re Tired
Freelance platforms prioritise speed and efficiency. With stiff competition and limited opportunities, many workers feel they can’t afford to say no, pushing through illness, personal crises, and burnout just to stay afloat.
Compared with their counterparts in traditional roles, gig workers are met with the harsh reality of having no office colleagues to vent to, or HR department to resolve disputes, or even a clear pathway for career advancement.
Together with financial instability, this isolation triggers anxiety and depression—critical issues that are often dismissed in the hustle-glorifying culture.
Is There a Way Forward?
Although changing this deeply ingrained mindset won’t happen easily, recognising that there is a problem is the first step. Designating work hours—even in freelance life—can prevent burnout.
Cultivating personal savings and creating emergency funds may provide a buffer against the uncertainties of gig work.
Peer support is equally important. Joining online communities for freelancers can provide emotional support, shared resources and even job leads.
Platforms also need to step up. From fairer pay models to offering basic worker protections, the freelancing platforms can do better to make gig work more sustainable and less exploitative.
The side hustle lifestyle won’t slow down— not in this economy. But productivity shouldn’t come at the expense of physical or mental health.
The hustle culture has been celebrated for its resilience. Yet it risks turning a generation of young African workers into disposable labour for a digital economy that thrives on constant grinding.
In Nigeria, "hustle" and "gig" have become emblematic of the prevailing ambition driven by high unemployment and a cost-of-living crisis. Side hustles are now a necessity, often glamorized on social media. The burgeoning digital economy sees millions providing freelance services online, from graphic design to copywriting, helping to supplement traditional incomes. However, this gig work often leads to sleep loss, lacking benefits, and workers frequently facing burnout due to the pressure of tight deadlines and contract obligations.
Freelance platforms focus on speed, with gig workers rarely able to refuse opportunities despite personal challenges, leading to potential isolation, anxiety, and depression due to a lack of workplace support systems. Recognizing these issues prompts a call for fixed work hours, building personal savings, and developing online peer support networks for freelancers. Platforms have a role to improve conditions with fairer pay and basic worker protections, making the gig economy more sustainable. Celebrating the hustle culture may offer resilience, but could also risk exploiting a generation of young workers amidst the relentless demands of a growing digital economy.
