Why US Startups Are Working 996 (And Why You Shouldn’t) 

As some firms experiment with four-day work weeks, some US tech corporations are reportedly taking a web page from China’s e-book, by adopting the acute 996 working mannequin.

The 996 schedule means working 12 hours a day for six days per week. Usually praised as a “hustle technique” that drives speedy progress and innovation, it’s additionally attracted controversy for resulting in excessive burnout. First popularised in China’s tech and web industries, the mannequin has since caught on in some growth-hungry US firms.

On this facet of the pond, although, it’s unlikely to stay. Our Proper to Swap Off (RTSO) survey exhibits that UK founders lean in direction of boundaries and work-life stability, not excessive hours.

So what classes, if any, ought to small-team founders take from the 996 motion?

What’s the 996 – and why is it trending within the US?

The 996 mannequin requires staff to work from 9am to 9pm for six days per week, including as much as 72 hours in complete. The schedule was popularised in China’s tech and web sectors, rapidly changing into the trade norm over there. 

Regardless of being declared unlawful by China’s Supreme Court docket in 2021, the strategy has additionally unfold to Silicon Valley’s tech and AI startups. Staffing and recruitment entrepreneur Adrian Kinnersley advised Wired that 996 is changing into “more and more frequent”.

Some firms are even utilizing it as a filter within the hiring course of. “We’ve got a number of purchasers the place a prerequisite earlier than interviews is whether or not candidates are prepared to work 996,” stated Kinnersley.

One instance of a agency that’s apparently adopted a 996 mannequin is the AI startup Rilla. Wired experiences that the corporate’s job listings overtly demand greater than 70 hours per week, warning candidates to not apply except they’re “excited” by the schedule.

Startup tradition is usually carefully related to hustle tradition; a latest office phenomenon characterised by glorifying fixed busyness, lengthy working hours, and the relentless pursuit of success.

Productiveness and achievement will be optimistic. However hustle tradition will be detrimental when it encourages unsustainable practices, and neglects the significance of relaxation and recharge.

For this reason the 996 has attracted appreciable backlash. Critics spotlight its hyperlinks with burnout, well being points, and even employee deaths. And, as Kinnersley factors out, the mannequin appears “wildly noncompliant” with US labour legal guidelines, elevating doubts about its legality in addition to its ethics.

Why 996 is a poisonous lure for startups

The criticism of 996 centres on its damaging impression on worker well being. Such lengthy hours are carefully linked to burnout, in addition to critical psychological and bodily well being points.

However the dangers don’t cease there. Excessive schedules also can damage enterprise efficiency since drained staff make extra errors, take longer to get better, and morale drops, resulting in larger employees turnover. For small groups, dropping only one particular person can significantly stall progress. On this method, adopting 996 with the purpose of growth can find yourself backfiring.

UK founders appear to already recognise this. In our survey of greater than 500 enterprise leaders, over 90% supported the federal government’s proposed RTSO legal guidelines, which might give staff the precise to disconnect from work communications exterior their contracted hours.

Not like their US and Chinese language counterparts, most UK and European founders don’t fall into the lure of overworking. As a substitute, they recognise that actual progress is feasible whereas additionally defending worker well being and wellbeing by adopting sustainable working practices.

What founders ought to do as an alternative

As a substitute of requiring staff to drag excessive hours, bosses ought to give attention to setting life like working weeks, defending downtime, and providing truthful insurance policies for time beyond regulation. 

Whenever you do want work accomplished exterior the same old 9–5, there are more healthy methods to strategy it, similar to sprint-based tasks, versatile scheduling, and clear boundaries round off-hours communication. These all assist groups keep agile with out burning out.

The 996 mannequin isn’t a badge of honour, it’s a purple flag. Smarter management seems to be like constructing a tradition that values stability, as this can strengthen your workforce, defend well-being, and drive higher long-term outcomes.

For extra tips about making a more healthy office tradition in 2025, learn our information to organisational tradition.