In the early 2000s, most professionals in the technology / online / digital space were constantly saying that they are busy. It was part of their identity and if someone wasn't using that, they seemed unprofessional.
In recent years, the trend of "being always busy" has been replaced by a far more interesting trend: the "minimum viable effort". Basically, the focus is on the complete opposite of the busy trend, and the objective is to be as productive as you can in the shortest possible amount of time.
The ultimate focus is on protecting your time without saying that you are busy or being busy necessarily.