Navigating Safety in the Thriving Gig Economy What Workers Expect

The gig economy is thriving — and shows no signs of abating anytime soon. With increasingly diverse opportunities catered to an array of skillsets and scheduling needs, gig workers are generating income by providing a range of services, such as ridesharing, food delivery, digital freelancing and caregiving. 

Due to the unique bridge that gig services create between the digital and physical world, safety — both in online and physical channels — is a high priority for gig workers. TransUnion’s Fall 2024 US Gig Economy Report found nearly half (49%) of surveyed gig workers expressed some level of concern about fraud and identity theft, aligning with global fraud trends. According to TransUnion’s H2 2024 State of Omnichannel Fraud report, 49% of all consumers surveyed across 18 countries and regions were targeted by fraud through a variety of channels (email, online, phone calls and text messaging), likely contributing to the concern reflected amongst gig workers.  

But although trust and safety worries are present, the vast majority (nearly 65%) of gig workers surveyed indicated they’re somewhat or very satisfied with gig work, and only a small minority (13%) indicated they stopped working for a gig platform due to safety reasons. That said, worker satisfaction is not a given: 90% of these same workers expect gig platforms to take steps to protect them, both on the job and in digital channels.

When it comes to protecting worker identity and personal information, earners expect platforms to take the following steps: 

• Conduct a background check when onboarding — 50%

• Verify they’re the person using their device during onboarding (e.g., using one-time passcodes) — 55%

• Verify they’re the person using their device when they’re working — 55%

• Use biometrics, such as facial recognition or fingerprints during onboarding — 38%

To ensure their physical safety while working, surveyed gig workers said they expect platforms to do the following:

• Verify customer identity before they use the service — 55%

• Provide in-app safety features like location tracking, trusted contacts and emergency assistance — 52%

• Remove customers from the platform for bad behavior or low ratings —  51%

• Verify delivery address — 48% 

• Conduct background checks on customers when they sign up — 41%

Safeguarding gig workers builds trust and loyalty

Gig workers depend on platforms to provide protection against fraud and safety risks, leading to greater satisfaction, trust and loyalty. Our research revealed in the event of fraud or identity theft, 30% of gig workers said they’d switch platforms, and another 24% said they’d would stop working in the gig economy altogether, at least temporarily. Ultimately, failing to protect gig workers can erode earner loyalty and inhibit brand reputation — while degrading the customer experience for those using these services. 

Given these sentiments, platforms must continue to take steps to protect gig workers’ identities and personal safety, promoting trust, loyalty and retention — while ultimately improving the bottom line. 

What platforms can do now to promote trust and safety

When you can verify consumer identities with confidence, mitigating fraud risk begins earlier, helping cultivate trust and loyalty while outmaneuvering bad actors. Some strategies for fostering a community characterized by trust and safety entail employing:

• Friction-right fraud solutions that block bad actors while providing exceptional experiences for workers.  

• Identity verification to speed up onboarding — and mitigate risk for workers when they’re on the job – by providing more accurate identity resolution for increased confidence.

• Device proofing, including device recognition — flagging suspicious behaviors and past connections to fraud without imposing unnecessary friction for trustworthy users. 

In the dynamic world of the gig economy where flexibility and independence are key attractions, safety remains a paramount priority for gig workers. When workers feel vulnerable, they’re less likely to be satisfied. 

By implementing robust safety measures, gig platforms can maintain trust, enhance worker satisfaction and protect their overall reputations. In a competitive market, prioritizing safety isn’t just the right thing to do — it’s a smart business strategy.

Learn more about the state of the gig economy by reading the TransUnion Fall 2024 US Gig Economy Report, and explore how you can improve trust and safety at your company by visiting our industry page for gig economy and marketplace platforms.