Euphoria's Gen Z Hustlers Embrace Capitalism

In Season 3, Episode 2, the characters' thirst for money and revenge takes center stage

Apr. 20, 2026 at 6:00am

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An extreme close-up of shattered, glittering glass reflecting dramatic studio lighting, conceptually representing the materialistic and cutthroat nature of the characters' pursuit of money and power.The characters of Euphoria ruthlessly embrace capitalism, resorting to any means necessary to achieve wealth and status in the modern, high-stakes world.Los Angeles Today

The second episode of Euphoria's third season exposes the characters' relentless pursuit of wealth and status, with Maddy, Cassie, Jules, and Nate all resorting to various means - from influencer marketing to sugar dating to dubious business ventures - to get ahead financially. Meanwhile, Rue's downward spiral continues as she becomes entangled in the dangerous world of Alamo's strip club. The episode suggests that for Gen Z, the ethos of 'selling out' no longer applies, as the characters demonstrate a ruthless embrace of capitalism.

Why it matters

Euphoria creator Sam Levinson appears to be using the show as a commentary on generational shifts, with the characters' single-minded focus on money and success standing in stark contrast to the anti-establishment attitudes of previous generations. The episode highlights how the modern landscape of social media, online sex work, and risky entrepreneurship has transformed the American dream for young people.

The details

In the episode, Maddy persuades a talent manager to hire her, declaring that she's not a 'victim' and believes in 'capitalism.' Cassie continues her quest to boost her OnlyFans profile, even reaching out to Maddy for advice. Meanwhile, Nate tries to con his friends and neighbors into investing in his dubious elder care business, while Jules has dropped out of art school to become a sugar baby living in a lavish Manhattan loft. Rue, after being used as a pawn in a feud between Alamo and Laurie, ends up working as a dancer wrangler at Alamo's strip club, The Silver Slipper.

  • In the 1989 movie Say Anything..., Lloyd Dobler made a speech rejecting the corporate world.
  • In this episode, Maddy gives a speech embracing capitalism, in contrast to Lloyd Dobler's ethos.

The players

Maddy

A character on Euphoria who is an influencer and hustler, willing to do whatever it takes to get ahead financially.

Cassie

A character on Euphoria who is desperate to make it big on OnlyFans, even reaching out to Maddy for advice.

Jules

A character on Euphoria who has dropped out of art school to become a sugar baby, living in a lavish Manhattan loft paid for by her lover.

Nate

A character on Euphoria who is trying to con his friends and neighbors into investing in his dubious elder care business.

Rue

A character on Euphoria whose downward spiral continues as she becomes entangled in the dangerous world of Alamo's strip club.

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What they’re saying

“I know my generation is entitled, but I don't believe anybody owes me anything. I'm not a victim, I won't be an HR nightmare, and I believe in capitalism.”

— Maddy

“You killed one of my bitches. I'm taking one of yours.”

— Alamo

“Rue belongs to us.”

— Harley, Laurie's right-hand man

What’s next

The judge in Rue's case with Alamo and Laurie will decide on Tuesday whether to allow her to continue working at The Silver Slipper strip club.

The takeaway

Euphoria's third season is a commentary on the ruthless embrace of capitalism by Gen Z, as the characters demonstrate a single-minded pursuit of wealth and status through any means necessary, even if it means compromising their values and morals.