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As the boundaries of traditional careers continue to blur, a new generation is reshaping the work culture. A trend of creative careers is emerging in the country as individuals harness emerging business models and economic opportunities online. According to the latest 'Consumed' report by Stumble and Kommune, Gen Z's entry into the workforce has challenged the established norms. The acceptance of non-traditional career paths is growing and side hustles and creative moonlighting are gaining popularity.

The report underscores that ambitious plans for financial independence are at odds with rising cynicism about hustle culture. 

The young workforce is gravitating towards startups that allow work-life balance. It is also projected that entrepreneurship may steadily continue to grow as a viable alternative.

Creator workshops, non-traditional colleges and business schools, and disruptive career successes are emerging as probable accelerators. 

At the same time, creator-led brands, such as  Peach by Vishnu Kaushal, Wakeup Juiceby Ankita Chawla, and creator-curated product lines with companies like Freakins, are also flourishing.

Furthermore, the commodification of experience is another trend emerging in the country. Millennial minimalism has evolved into post-millennial materialism, often driven by post-pandemic revenge purchases and urges. 

The report noted that increasing 'upgrade culture', where people aspire for products and experiences outside their spending capacity, may lead to a credit boom.

Spending for signalling is leading to younger consumers falling into spending spirals, not using credit cards wisely, and making unwise expenditures.

According to estimates, more than 80 percent of the world’s population currently owns a smartphone, with almost 60% of the global population actively using the internet.

This comes in parallel to Airplane Mode, where people seek offline experiences due to screen fatigue. According to the report, consumers are increasingly recognising the collateral effects on mental well-being and working to resist the effects of social media dependence.

Even creators are taking mental health breaks, acknowledging the toll of content creation, and stepping away from retention-based editing as an act of reclaiming control, the report noted.

"Both creators and consumers are consciously going Airplane Mode- logging off to touch the grass, turning on-screen timers, and using quiet mode," the report added.

Creative careers flourish as Gen Z pushes back against hustle culture: Report

Dell Technologies has introduced a significant change to its work policy, requiring global sales team employees to return to the office five days a week starting September 30.

This move, confirmed by an internal memo obtained by Bloomberg, underscores the company's aim to foster greater collaboration and enhance skill development within its workforce. The shift marks an increase from the previous three-day-in-office requirement.

The memo emphasizes that remote work should be an exception rather than a routine practice. Field representatives are expected to split their time between office presence and engaging with customers and partners, maintaining a five-day workweek. However, certain exceptions have been made for employees who are unable to access Dell's office spaces, with provisions allowing them to continue working remotely, according to the Bloomberg report.

This update to Dell's work policy follows the company's broader efforts to streamline operations and prioritize artificial intelligence (AI) initiatives. In August, Dell announced a major restructuring of its sales division, including layoffs, as part of this strategy. The consolidation of sales teams and the formation of a new AI-focused unit reflect the company's shift in priorities.

Although the exact number of affected employees was not disclosed, reports suggest that approximately 12,500 workers, around 10% of Dell's global workforce, could be impacted. This restructuring comes amid ongoing challenges in Dell's core personal computer business. In its latest financial report released on August 30, Dell revealed a 4% decline in revenue for its fiscal second quarter, with total revenue standing at $12.4 billion.

Dell's policy change mirrors a broader trend across the tech industry, with companies re-evaluating their remote work arrangements post-pandemic. 

E-commerce giant Amazon recently announced a similar shift, requiring employees to return to office five days a week starting next year.

Dell Technologies mandates full-time office presence for global sales team

In a response to the recent death of a 26-year-old Chartered Accountant at Ernst & Young (EY), Union Finance Minister Nirmala Sitharaman has called on colleges and universities to incorporate stress management lessons into their curricula. This appeal comes in the wake of public outrage regarding the death of Anna Sebastian Perayil, who reportedly suffered a heart attack due to extreme work pressure.

While addressing an event at a private medical college, Sitharaman referenced the incident without naming the victim or the firm. "Our children go to colleges and universities for education and come out with flying colours. A woman who had studied CA well, unable to cope with the work pressure... died, unable to cope with the work pressure," she stated. Her remarks underline the necessity for educational institutions to equip students with skills essential for navigating the demands of high-pressure careers.

<a href="https://www.storyboard18.com/how-it-works/how-hustle-culture-affects-employees-health-experts-recommend-assessment-analysis-and-action-42736.htm">Read more: How 'hustle culture' affects employees' health; Experts recommend assessment, analysis, and action</a>

Sitharaman emphasized that in addition to academic training, schools should teach resilience, mental well-being, and work-life balance. "What should families teach? You should have the inner strength to handle that pressure," she added, suggesting that divinity and spirituality play crucial roles in developing this inner strength.

However, her comments have sparked significant backlash, particularly from the Congress party. General Secretary KC Venugopal criticized the minister for "victim-blaming," asserting that her remarks overlook the struggles of India's youth while favouring corporate interests.

<a href="https://www.storyboard18.com/how-it-works/toxic-work-cultures-a-ticking-time-bomb-for-indias-economy-42730.htm">Read more: Toxic work cultures: A ticking time bomb for India's economy</a>

He pointed out the systemic issues of exploitation and historic joblessness faced by fresh graduates like Anna. "It is downright cruel to blame Anna and her family," Venugopal declared, condemning Sitharaman's statements as "despicable."

The tragic death of Anna, whose family claimed she was overwhelmed with work to the extent of neglecting her health, has ignited public demands for improved working conditions across corporate sectors. 

Following her parents' revelations about the lack of support from EY, the company has faced scrutiny regarding its workplace culture. EY India Chairman Rajiv Memani denied that work pressure was the cause of her death but acknowledged the need for measures to address employee concerns. 

FM Nirmala Sitharaman calls for stress management education amid outcry over EY employee's death

WORK CULTURE