The 'Great Lock-In' is more than a Gen Z TikTok trend-it's a rejection of millennials' 'soft life' and taking back power in this economy | Fortune

"As reported by Fast Company and several other outlets, it's a time to move past the sun and fun of the summer and into a focused period. Whether it's in your career, finances, or something to do with your personal brand, the time to get locked in harkens back to the phrases origins in video games, when you lock in the character you're going to play with, beating all the levels and bosses on the way to conquering each particular quest."

"Yet the sudden ubiquity of this phrase also reveals the extraordinary pressure the young-adult generation feels to decipher a puzzle-like economy that barely rewards their best efforts. For Gen-Z, the drive to self optimize is relentless, a driver shaped by both economic precarity and a digital culture that allows and rewards constant productivity. And for a generation that famously loves to mock its forbears the millennials, it closely recalls the "hustle culture" that aged so poorly after the 2010s."

"a big shift away away from trends such as " job hopping," where doing the bare minimum was the norm, according to Resume.AI a brand that is part of the career services platform career.io. "Gen Z professionals are rewriting the rules for how to get ahead at work," says Amanda Augustine, a certified professional career coach and spokesperson for career.io."

Gen Z labels fall as "The Great Lock-In," a seasonal shift from leisure to concentrated effort across career, finances, and personal branding. The phrase draws from video-game terminology about committing to a character and completing quests. The trend reflects intense pressure on young adults to navigate an unforgiving economy that seldom rewards maximal effort. Digital culture amplifies and rewards continual productivity, fueling relentless self-optimization. The movement signals a move away from job-hopping and minimalism toward deliberate skill-building and visibility at work. Career platforms report rising engagement with content about career security and focused professional advancement.

Read at Fortune