Yep, rust forces you to think about lifetimes. Zig only suggests it (because you're forced to think about allocation, which makes you naturally think about the lifetime usually) but does not help you with it/ensure correctness.
It's still nice sometimes to ensure that you have to think about allocation everywhere, and can change the allocation strategy for something that works for your usecase. (hence why I'm looking forward to the allocator api in rust to get the best of both worlds).