September 13, 2022
5 Ideas for Targeting the Growing Gig Economy
Help companies that enlist independent contractors and freelancers to build engagement and loyalty among their workers.
It’s becoming increasingly clear: People like opportunities for flexible work. And that’s driving millions to seek out side hustles. Data shows that the number of people working in the “gig economy” – composed of jobs done by independent contractors and freelancers taking on short-term work for multiple clients – has grown significantly over the past few years, and especially since the pandemic.
According to consulting firm McKinsey, 36% of respondents to the recent American Opportunity Survey (an estimated 58 million Americans) say they’re part of the gig economy, up from 27% in 2016. This includes those who work a series of freelance jobs to make a living or have a full-time position plus side hustles. And now with inflation so high, more than a quarter (25.7%) of respondents say they work contract, freelance and other temporary jobs “out of necessity, to support basic family needs”; that’s up from 14% who said the same in 2016.
In another recent survey by career website Zety, 88% of respondents say they’d consider working gig jobs until retirement, because of perks like independence, flexibility and variety in their tasks. Meanwhile, 84% of gig workers say they do work for more than one company.
The growing number of people in the gig economy could present sales opportunities at those companies that employ them; since the workers may never meet colleagues in person, branded merchandise can boost engagement and build connection and loyalty with the firms they work for. Here are five opportunities to express appreciation for gig workers.
1. Desk & Office Tools
For those who do contract work in a home or other remote office, think convenient items like high-end drinkware, pens, padfolios and organizers for mobile devices and desk accessories.
Wireless charging desk organizer (ES9100) from Logomark (asi/67866)
2. Blankets & Slippers
Encourage comfort during contract and remote work with soft blankets and slippers that can be used in a home office.
Women’s slippers (026BEDKD) from BNS Promo (asi/40708)
3. Outerwear
If the contract job requires the worker to be outside, such as food delivery, consider pitching quality outerwear – particularly items with insulation and weatherproof features.
Cutter & Buck women’s half-zip quilted jacket (LCO00022) from Pro Golf Premiums (asi/79680)
4. Automotive Accessories
For freelancers who head out on the road for their work, like ridesharing drivers, pitch automotive safety kits that can be used in an emergency.
Auto emergency kit (AEK716) from Garyline (asi/55990)
5. Housewares for Rental Properties
Present home décor items for owners of short-term rental properties that they can display in the house or apartment, such as pillows, cutting boards and candles.
Chenille lumbar pillow (PC3001) from Terry Town (asi/90913)
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