‘Maxxing culture’ risks pushing workers closer to burnout, experts warn 

The return of The Devil Wears Prada may have reignited nostalgia for Miranda Priestly’s ruthless pursuit of perfection, but workplace health experts warn that the reality behind today’s hustle culture is far less glamorous. 

New analysis from neurotechnology company Nurosym suggests the rise of so-called “maxxing” trends – including “productivitymaxxing”, “careermaxxing” and relentless self-optimisation – is colliding with a workforce already under significant strain, raising fresh concerns about stress, burnout and sustainable performance.  

The warning comes against a backdrop of growing workplace pressure. According to figures cited in the analysis, 91 per cent of UK adults experienced high or extreme levels of stress in the past year, while stress, anxiety and depression accounted for 22.1 million lost working days across Britain. One in five workers reported needing time off because of stress-related poor mental health.  

At the same time, poor mental health is estimated to cost UK employers up to £45 billion annually through absenteeism, presenteeism and reduced productivity.  

The findings tap into a broader shift in workplace culture, where social media trends increasingly promote constant optimisation as a route to success. 

From improving productivity and income to maximising career progression, the language of “maxxing” encourages people to continually seek higher levels of performance. Yet experts argue this mindset risks normalising chronic stress rather than sustainable achievement.  

Dr Elisabetta Burchi, Clinical Psychiatrist and Head of Research at Nurosym, said: “We are witnessing the normalisation of a chronic stress state. 

“There is a growing disconnect between the demands of modern life and what the human body can sustainably tolerate. Many individuals are functioning under persistent physiological activation, perceiving it as normal productivity.” 

Her comments reflect a growing debate within workplace wellbeing circles about whether organisations are focusing too heavily on performance outcomes without paying sufficient attention to recovery, resilience and workforce health. 

The analysis points to evidence that prolonged exposure to stress can impair emotional regulation, concentration, sleep quality and cognitive flexibility over time, potentially undermining the very performance gains people are attempting to achieve.  

Sleep appears to be one of the first casualties. 

According to data referenced in the report, racing thoughts and an overactive mind are now the leading causes of disrupted sleep for UK adults, affecting nearly two in five people. The findings suggest many workers are finding it increasingly difficult to switch off from work and daily pressures.  

For employers, the issue extends beyond individual wellbeing. 

Research from the CIPD cited in the analysis found that a quarter of UK workers believe their job negatively affects their mental health, while almost the same proportion say work is harming their physical health.  

The challenge is particularly relevant as organisations continue to pursue higher levels of productivity while introducing new technologies, including artificial intelligence, that promise greater efficiency. 

Across the workplace health and wellbeing sector, attention is increasingly turning towards a question that sits at the heart of modern working life: how much pressure can employees absorb before performance starts to decline rather than improve? 

Dr Burchi believes the future lies in helping people recover more effectively rather than simply encouraging them to work harder. 

“The future of sustainable productivity will depend less on pushing harder and more on improving the body’s capacity for recovery and adaptability,” she said. 

“Sustainable high performance is built on resilience, not at the expense of it.”  

The findings are likely to resonate with employers already grappling with rising sickness absence, burnout and retention challenges. While hustle culture may continue to enjoy a social media revival, the evidence suggests many workers are already operating close to capacity.