When we started our research, we did not find consistent metrics relative to the gig economy. What we did find was very informative as we shaped our approach to the book. One of the subjects we decided to devote a chapter to was the role women were playing in the growth of the gig economy. Based on my personal experience working for “the company for women,” Avon Products Inc., it seemed ideal to focus on flexibility and freedom in how and when work was performed.

When I worked at Avon, women represented probably about 99% of the salesforce of Avon Representatives. The experience taught me many lessons that have impacted my way of thinking. When I began studying the gig economy, I assumed women would be a primary component of the gig economy growth. However, when we started our research, we found that women were reported to be approximately one-third of all gig workers.

When we conducted our own primary research, we anxiously awaited the findings, as we wanted our own data that would be as current as possible. We conducted our research in July 2020, right in the middle of the pandemic. Those who participated in our survey, conducted by one of the best and most reliable research organizations in the world, volunteered to answer our questions. The qualification to participate in the survey was simple: be a gig worker. In our survey sample of 1,001 participants, 51% were men and 49% women, representing a significant shift. (The shift was not unexpected. A Hyperwallet survey of gig workers conducted in 2017 predicted the shift, declaring: the future of gig work will be about women.)

The previous statements should have a significant impact on the marketing departments responsible for attracting gig workers. Some types of gig work, especially within the service category, may continue to attract more men; however, assumptions should not be made. With the growing interest in micro-entrepreneurship and opportunities to represent platforms and brands, we easily forecast the future of gig work to at least be balanced between the participation of men and women. The shrinking role of employees and the growing appeal of alternative work possibilities appear to be added fuel for the gig economy’s continued growth.

When we were working on the manuscript for the book, we decided to include many suggestions for both gig workers and gig providers. Our suggestions were focused on the basic components of good business building, especially when working as an independent contractor. Our many years of experience in working with the direct selling model had always revealed that basic business fundamentals need to be emphasized regardless of the background of the participant. Those with great degrees and great intellect also spend more than they earn. People from all walks of life are susceptible to falling into the trap of spending more than they earn. This dilemma fuels a reason and purpose for working a gig if we can learn to manage differently than the masses in the population. The good news: It is never too late to learn.

Once the book manuscript was completed, it occurred to us that we had gained valuable information that could be compiled into what we now refer to as Ultimate Gig Resources.

We chose to focus on five resource guides to help anyone interested in the gig economy to understand the phenomenon better.

1. Defining & Understanding the Gig Economy is a slide presentation that can be used to share a synopsis of the gig economy with others.

2. Welcome to the Gig Economy is a 50+ page digital magazine that serves as a comprehensive, easy, enjoyable, and fun to read publication devoted to the gig economy.

3. Ultimate Gig Planning Guide is explicitly created for gig workers. Gig-providing companies will find the guidance and support complimentary of enterprise objectives.

4. Ultimate Gig Observer is a monthly newsletter that keeps subscribers informed relative to what matters most relative to the gig economy.

5. You are reading Ultimate Gig Insights, designed to bring you into our research, study, and insights gained relative to your work as a gig worker or provider. Ultimate Gig Resources are for both gig-providing companies and gig workers regardless of the type of gig selected.

One of the great joys of working on a book is the opportunity to study and look into the lives of others who have experienced the topic of study. Some of the stories we became aware of were life-changing for those involved. One of the network television morning shows highlighted the story of a couple, professionals working full-time jobs who embraced gigs to accelerate the payment of debts. Most amazingly, their gig work, in addition to full-time jobs, made it possible for them to pay off over $100,000.00 in debt within eighteen months.

We believe it is important for gig workers to be clear on their purpose for working a gig. Gigs can and should be much more than the opportunity to earn a few more bucks. Working a gig without a purpose, we hypothesize, probably leads to spending more to do more.

The stories of those who work gigs to bridge the gap between the amount earned and the amount spent during a typical month are the foundation of the gig economy. Those who use a gig as a learning experience who have gone on to develop significant micro-enterprises are exciting! From cutting one yard at a time to becoming a multi-million-dollar enterprise maintaining the parks and landscape of a city is an example of stories that have become dreams come true. One of our most enjoyable interviews was with a successful direct seller who, after 30+ years of working and building her direct selling business, retires as a multi-millionaire embarking upon a new career of speaking and coaching others who desire to follow in her footsteps.

As we found the stories and met the people behind the stories, we also realized how gigs could be life-changing experiences. I can remember when part-time work was considered an indication that you were not earning enough on one full-time job. Because of our research, we know that a tiny percentage of the working population believe they are earning enough because they are spending more than they earn. With the emergence of the gig economy, the stigma associated with working part-time or doing something that allows flexibility and freedom in how work can be done is perceived very differently. Gigs have become cool. 

This insight is important to understand because it can impact a company’s marketing focus, especially the purpose behind the income opportunities a company may create in the marketing and selling of its products and services when gig workers/independent contractors are utilized. As discussed in the book, we did not find enough of a focus on managing money. We believe that working as an independent contractor without purpose and sound financial management of the additional money earned tends to lead to higher turnover, shorter lifetime value, and loss of real customers who may even adopt a negative view of the brand when the person they had interacted with suddenly disappears. This evaporation of service that had been provided often confuses the customer; however, our observations and predictions envision a more serious gig worker who is learning to value the ability to control the working relationship and the value of the relationship with the customer. This will lead to continuous improvement that both consumer and gig worker will benefit from. The gig providing company will benefit because turnover may be minimized, productivity and lifetime value of both consumer and worker may increase as a result of the gig worker having a strong purpose for doing the work.

Organizations like McKinsey and Deloitte have been giving us a glimpse of what the future of work will look like for over ten years. Well, the future is here! Pre-COVID, we already were on a pathway to a workforce far more flexible than ever before. The pandemic has accelerated that trend.

As we discussed in our book, Ultimate Gig, human resource professionals have been employing the idea of flextime for more than a decade. Within a traditional work environment, flextime was primarily about working from home during hours that the worker typically would be expected to be in the office or manufacturing facility.

Gig work, on the other hand, is much more than an opportunity for workers to perform their tasks when they choose.

Researchers have documented how robots and artificial intelligence are increasing productivity in how products are manufactured but also in how they are managed, sold and put into the consumer’s hands. The facts are the need for employees is and has been shrinking for many years. The idea of measuring employment by metrics that only count those involved in traditional full-time employment (over 30 hours per week) is already antiquated and about to become extinct. Contracting with talent and expertise who desire to work as an independent contractor is growing and is forecasted to continue to grow.  These new advancements and happenings have been integral to the strategic planning process for government, organizations, and all business models.

Those who provide the benefits associated with traditional employment have consistently increased the cost of the products they make available, making it more challenging for any business to function without raising prices on the products and services they make available to consumers. This begins to sound like a doom loop; however, advancements in the way we use technology and the birth of what we describe as a digital economy have reduced the cost associated with work and how we market products and services. The gig economy provides labor that is willing to influence consumers and/or provide goods and services that consumers need. Gig workers do not expect to be treated as employees because flexibility, not adherence to specific work hours, is a primary motivator. For gig-providing companies, this labor force becomes available without the burden of the portfolio of benefits that all employees expect to receive. As we found when conducting our research, over 51% of all companies surveyed plan to use more independent contractors or what is often referred to as “alternative labor.”  Companies like Upwork and Fiverr do not provide gigs; they have built very successful enterprises capitalizing on the abundance of talent that prefers to freelance vs. work the traditional hours associated with the 100-year-old industrial economy model. Upwork describes itself as the world’s largest remote talent platform connecting freelancers (gig workers) with those who need the talent. The listing of work possibilities on their website is enormous.

Gig work is the popular label, but the breadth and depth of gig opportunities go far beyond being just a part-time job.

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Life is a great gift and every human is given great gifts! This has been documented and proven through the ages. The One Course is not a promise that you will find wealth and riches. Money is a measurement of how well we are doing at managing our lives. It does not take the wealth […]