So long, 9-to-5. Hello, 996

So long, nine-to-five. There’s a new work schedule that’s taking over. The grueling “996” schedule—which stands for 9 a.m. to 9 p.m., six days a week—is gaining momentum across the U.S., especially in certain industries.

If a 72-hour work week sounds all-consuming, that’s precisely the point. The 996 schedule—which became popularized in China, eventually leading to protests and even claims that it led to a handful of worker deaths—is meant to foster a eat-sleep-work lifestyle. Keith Spencer, a career expert at FlexJobs, told Fast Company that the trend is most commonly being seen across AI startups that “are embracing this approach to accelerate growth and remain competitive on a global scale.”

While the intense work ethic sounds overwhelming, Spencer says that some young and hungry workers may actually be drawn to it. “Certain employees, especially younger workers, may even welcome this level of intense dedication, particularly when additional pay or incentives are offered,” he explains.

That may be especially true as the rise in 996 culture has been touted by major tech leaders like Elon Musk, who have long promoted a work ethic that asks employees to make some major sacrifices. Musk opened up about the need for increased time commitments on X back in 2018 in a tweet promoting working for his companies as being revolutionary, but requiring immense dedication. “There are way easier places to work, but nobody ever changed the world on 40 hours a week,” Musk wrote. 

When a commenter asked the Tesla CEO what the right number of hours a week was, he replied that it “varies per person, but about 80 sustained, peaking above 100 at times. Pain level increases exponentially above 80.”

With that same hardcore work ethic in mind, companies embracing the lifestyle seem only to be interested in hiring employees who are “obsessive,” a word that appears on New York City-based AI startup Rilla’s career page to describe those who work there. Rilla explains on its applications that candidates who aren’t “excited” about working “70 hrs/week in person with some of the most ambitious people in NYC” should not apply. 

Will Gao, the company’s head of growth, previously told Wired about the benefits of the schedule. “There’s a really strong and growing subculture of people, especially in my generation—Gen Z—who grew up listening to stories of Steve Jobs and Bill Gates, entrepreneurs who dedicated their lives to building life-changing companies,” Gao explained. “Kobe Bryant dedicated all his waking hours to basketball, and I don’t think there are a lot of people saying that Kobe Bryant shouldn’t have worked as hard as he did.”

At Cognition, a San Francisco startup that is building an AI software engineer, the mansion workspace has living quarters for employees who don’t have time to go home. The company’s CEO Scott Wu explained what’s expected on X. “Cognition has an extreme performance culture, and we’re up-front about this in hiring so there are no surprises later,” Wu wrote. “We routinely are at the office through the weekend and do some of our best work late into the night. Many of us literally live where we work.”

The 996 trend seems to be taking off in the U.S. at a time when burnout is already at an all-time high. A 2025 report from online marketplace Care.com found that burnout was more impactful than employers thought. Companies believed 45% of their workers were at risk of burnout. But a staggering 69% of employees said they were actually at moderate to high risk.

For that reason, Spencer warns that companies should “exercise caution” when leaning into the 996 schedule. In addition to burnout and overwhelm, Spencer says that overworking can even trigger “a quarter-life career crisis” when employees feel disconnected with their career as a result of overworking—which isn’t great for the employee and doesn’t serve the company either.

Winter Peng, founder and CEO of Silveroak Capital Academy, an elite career coaching and mentorship firm, agrees that the hustle culture can backfire. She tells Fast Company that it “destroys the creativity that drives real innovation.” Peng continues: “U.S. startups adopting 996 are trading innovation for compliance” and says that ultimately, “their best talent will simply leave” in favor of companies who believe in work-life balance.

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