Interesting read. Worth reading if you want to engage on-demand workers.
While conducting ethnographic research in early 2013 for a digital DIY client, my team came across some interesting findings while interviewing Millennials in their homes. We discovered a number of people in their late 20s and early 30s who were working multiple jobs, or freelancing at several companies, while simultaneously pursuing their personal passions (writing, arts, crafts, et al.) after work or on weekends. In addition to juggling multiple, last-minute work schedules, many of these young people were keeping current on a heavy student debt load.
My colleagues and I remarked on how these people were really hustling to make ends meet and pay off their loans. At the time, we chalked this behavior up to the trendy DIY Makers Movement, but in the rearview mirror, it looks like we also observed early signs of the Gig Economy.