Gen Z adopts ‘Nonnamaxxing’ trend to counter hustle culture

A new lifestyle and travel trend known as ‘Nonnamaxxing’ or ‘Granny Maxxing’ is gaining popularity among Generation Z. The movement represents a conscious rejection of ‘hustle culture’ and constant self-optimization in favor of deceleration and simplicity.

Inspired by the perceived lifestyle of Italian grandmothers, the trend emphasizes slow mornings, long meals, routine, and minimal pressure to be constantly productive or active. Participants seek to reduce decision fatigue and digital overstimulation by focusing on basic activities such as cooking, walking, and spending time with family.

While the trend is spread via social media platforms like TikTok and Instagram, it serves as a reaction to the stress of a hyper-connected digital life. Observers note the irony of using digital tools to promote a lifestyle centered on disconnecting, and suggest that the ability to choose such a slow pace is itself a form of modern luxury.