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TikTok ‘5-to-9’ Trend Shows Quiet Quitting Hasn’t Killed Hustle Culture

Viral videos that showcase impressive morning routines have gained traction — and sparked pushback — online.



Photographer: Christinne Muschi/Bloomberg

For all the social-media posts and ink spilled on quiet quitting, hustle culture is alive and well on TikTok. 

One trend with proven staying power is “5-to-9 before 9-to-5,” documenting impressive morning routines. The videos, mostly from women, show a raft of accomplishments — make the bed, go to the gym, shower, get dressed, cook breakfast, journal, meditate, read a book — all completed before the traditional workday begins. Another version of the trend shows after-work evening routines, from 5 p.m. to 9 p.m.