Multicultural Gig Economy Market

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Multicultural Gig Economy Market

The majority of gig workers are the racial minorities in the U.S. and this may be caused by the huge support coming from gig-based platforms for multicultural contractors, such as Lyft, Airbnb, and Turo. The examples of how these gig-based platforms push and appreciate their workers and or potential contractors are shown below.

Helpful Findings

  • Hispanics (31%) and African-Americans (27%) make up the majority of gig workers.
  • The ethnic groups that reside in the U.S. include White (72.4%), Black (12.6%), Asian (4.8%), and others (10.2%).


  • Lyft launched its 'Thank You' campaign to appreciate its drivers, who are also independent contractors working for the company, by releasing two videos (1, 2). Other than exposing the fascinating stories of human kindness, this campaign also chose the faces of U.S. racial minorities, such as African-American and Hispanic, as the main characters in these videos.
  • In 2017, Lyft pledged to donate $1 million over the next four years to the American Civil Liberties Union (ACLU), an organization that focuses on protecting individual rights of every resident of America, especially immigrants.
  • Lyft offers language learning and education, including English online lessons, English proficiency courses with the National Immigration Forum, and free English language proficiency certificate for their drivers.


  • Airbnb applies nondiscrimination policy to every registered host in their platform to help solving racial and cultural issues where the hosts are not allowed to decline, exploit, or abuse a guest based on race, color, ethnicity, national origin, religion, sexual orientation, gender identity, or marital status.
  • Airbnb attempts to put racial discrimination issue to an end by partnering with the National Association for the Advancement of Colored People (NAACP), which is an organization that concentrates on securing equality rights without racial discrimination. NAACP would also receive 20% of the booking price from Airbnb for every booked host in Seattle.
  • Airbnb released a report titled 'Airbnb’s Work To Fight Discrimination and Build Inclusion' in 2016.
  • The users of Airbnb can simply flag or report any discriminatory or derogatory messages sent via this application.
  • Airbnb also involves the faces of U.S. racial minorities in their website page and video marketing campaigns, such as (1), (2), and (3).


  • Turo applies its nondiscrimination policy to Turo members and Turo hosts where both parties are not allowed to "indicate a preference for or against" each.
  • Turo also involves the faces of U.S. racial minorities on their website page and in their video marketing campaigns, such as (1), (2), and (3).

Research Strategy

To answer the client's inquiry regarding how existing gig-based platforms support multicultural contractors, we first began our research by seeking for a list of active gig economy platforms and how they involve workers from multicultural backgrounds in their activity or campaign in which we managed to collect several valuable information. To strengthen and support our findings, we decided to go to each official website of the selected gig platforms to find additional information and the video marketing campaigns that they used to advertise their platforms. Then we also looked through numerous news from reputable platforms, such as The Verge, Q13 Fox, and Essence.