Gig businesses are having a moment. Or several long, exciting moments. According to Upwork, 64 million Americans freelanced in 2023, almost 40 percent of the workforce. 

Without doubt, gig businesses have allowed many people to maximize their earning potential and also find flexibility. It has led to several innovations, from easier transportation to faster food delivery, that improve customers’ lives.

And yet, some gig-based companies have also become notorious for ethical misconduct that affects all involved parties.

Gig Businesses and Ethical Quandaries

A primary cause of mistrust in the gig culture comes from the fear of worker exploitation. Independent workers don’t receive the protections of minimum wage or unemployment insurance. According to Human Rights Watch, many gig companies set pay rates unilaterally. They also forbid wage negotiations.

Even in these circumstances, the temptation (and necessity) to earn more can draw people to overwork and dangerous behaviors. For example, companies like Instacart claim to monitor vehicle speeds to ensure the delivery people stay safe. However, some interviews suggest that the workers are unclear whether this metric impacts how shop requests are dispatched.

Another ethical challenge affects customers, emerging when gig workers are not adequately monitored or trained. The ongoing Uber sexual assault lawsuit is a particularly unsettling example. It has triggered apprehensions about the lack of background checks and necessary training for drivers.

According to TruLaw, some victims allege that Uber didn’t react swiftly when complaints first emerged. The breach of trust has raised doubts over the security of the entire sector, causing the firm’s marketing about rider safety to be labelled deceptive.

Focusing on Ethical Conduct in Marketing Campaigns

In light of the growing need to emphasize ethical behaviour, gig companies should integrate these principles into their operations as well as marketing. It has become important to be more responsible and assure one’s customers of the same.

Code of Ethics as an Integral Part of Content

For many businesses, their ethics policy becomes like the Terms & Conditions page that (almost) nobody reads. However, in this informed age, restricting ethical practices to an obscure section on the website is not enough. Instead, companies, especially those that are gig-based, must shine a spotlight on how they ensure ethical and responsible practices in day-to-day business.

The World Economic Forum highlights how gig-economy companies can present complications for tax and labour-market policies and product-market regulation. These challenges create a tradeoff between the innovation that helps people earn more and the risk of exploiting them. The Guardian notes that the IRS seems to be worked up about tax-compliance issues. 

Consequently, some gig businesses now support their workers through financial advice and training sessions on how to comply with tax norms for freelancers.

Along similar lines, cab and rideshare apps have responded to the rising incidents of assault with new safety practices. Uber now offers a 9-1-1 button and ride tracking. Driver training has also become more thorough as the industry pushes for higher standards of monitoring. 

Gig businesses in this sector must consistently highlight these measures in their content. It should not remain limited to a crisis management exercise that loses steam once the outcries settle.

A good way to do this is to include clear, actionable content on ethics and responsibility in the content calendar. Think: infographics on social media with concrete metrics on training outputs, blog posts with passenger reviews, and social media posts asking for user feedback.

Needless to say, this strategy will only improve your brand’s image if these measures are actually implemented on the ground.

CSR Initiatives That Go Beyond the Corporate Brochure

An interesting study published in MDPI Foods asked, “Is Corporate Social Responsibility considered a marketing tool?” The researchers found that CSR connects to consumer shopping behavior. It builds preferences and influences trustworthiness. 

Many gig businesses have started promoting CSR activities to sharpen their brand identity and recognition. However, for such “marketing” to be truly impactful, the activities should extend beyond the brochure. They must also make a meaningful difference to the community (and not fulfill an ulterior commercial goal).

For example, DoorDash runs Project DASH to help communities access food through subsidized delivery to people in need. It is a powerful initiative in regions like Washington, D.C., where food insecurity is growing among Black residents and senior citizens.

This project garners media attention and coverage for the business. It also features prominently in their own campaigns, tying in with the principles of empowering more people to earn.

Gig businesses can employ CSR initiatives that resonate with their identity as a community outreach exercise, which also provides marketing gains.

The Takeaway

The gig economy is expected to continue growing in 2025 and beyond. Many Americans now rely on these earnings, whether as their primary income or as a side hustle. 

Companies in this sector can benefit from incorporating ethical behavior into their fabric and marketing campaigns. It can go a long way in establishing trust and support, both of which drive business continuity and recommendations.