Platform capitalism creates a new cultural set of beliefs, symbols, and rituals, which I term “hustle culture.” Hustle culture is a toolkit for individuals to navigate rising inequality, develop a sense of empowerment in the face of structural oppression, and create moral boundaries around worthy and unworthy individuals. In response to economic and technological change, “hustlers” believe that social mobility is the result of 1) entrepreneurialism, 2) appropriate application of psychological techniques, and 3) savvy use of technology. This viewpoint, which catalyzes largely in online communities, minimizes structural forces and replicates color-blind racism and gender-blind sexism. As a cultural frame, hustle culture works differently for different social locations. In this paper, I define and articulate hustle culture's goals, exploring real examples of the cultural frame that differ by race, gender, and to some extent, class. A deeper understanding of hustle culture helps us better understand how individuals respond to and make sense of rising inequalities in the era of platform capitalism.