The triangular relationship in platform gig work: Consumers, platform beneficence and worker vulnerability

Abstract

Platform gig work is created and contested in dynamic, triangular relationships between platforms, workers, and consumers. Compared with the first two groups, however, evidence about the role of the third—consumers—is sparse. In this paper, we investigate consumers' changing perceptions of work in the platform gig economy and argue that their perspective warrants greater attention in sociological analyses. Using data from two Australian public opinion surveys conducted 5 years apart (2017 and 2022), we explore how consumers' views of platform gig work evolved during a period of rapid change that includes the first 2 years of the COVID‐19 pandemic. We find that while overall platform use increased markedly, many consumers felt conflicted about gig workers' conditions and key features of platforms' typical labour practices. There is a pronounced, enduring, and consequential tension in consumers' views of the merits and drawbacks of this work; between, on the one hand, an acceptance that platforms do benefit workers to some extent and, on the other hand, misgivings about workers' vulnerability to harm. In centring consumers, our paper empirically enriches current triangular conceptions of labour relations in the platform gig economy, by showing how consumers mediate the interests of platforms and workers, to shape how gig work manifests and who benefits from it. We also contribute useful new practical knowledge, by elucidating the prevailing concerns of consumers that could be developed into resonant themes for campaigns aimed at improving platform gig workers' rights.