When the pandemic hit in early 2020, many of us increasingly turned to gig workers to have meals, groceries and other household necessities delivered to our doorsteps.
The increased demand for these services during this period meant that online labor platforms were an alternative source of income for at least some of the workers who had been laid off as part of the resulting economic shutdowns. For other workers looking to reduce their exposure to the virus, online crowdwork platforms offered remote job opportunities that could be performed from the safety of their home.
During a period of unprecedent upheaval, risk and uncertainty, then, the gig economy provided some much-needed flexibility and convenience to many consumers and workers. These purported benefits remain core to platform firms’ marketing strategies as they seek to expand in a future post-pandemic economy.
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