Deliveroo riders protesting. Credit: Julien Mattia/NurPhoto)

How do you get an exploited underclass to feel like a class of plucky entrepreneurs? In today’s gig economy, you bombard them with euphemisms.
Amazon warehouse workers are called ‘Associates’. When they are dismissed they are not sacked, fired or made redundant, but instead ‘released’. Budding Uber drivers are greeted during their ‘onboarding’ (hiring) by a hipster in jeans and t-shirt who talks in the language of a ubiquitous ‘hustle porn’ Instagram post that fetishises excessive overworking. Deliveroo couriers are referred to patronisingly as ‘Roos’ by management.
John Steinbeck said that socialism never took root in the United States because the American dream encouraged the poor to consider themselves not as a downtrodden proletariat, but as temporarily embarrassed millionaires. Gig employers appear to be attempting to pull a similar trick on their employees – sorry, ‘partners’. “We’re here to make money. If your wheels aren’t turning, you aren’t earning”, I was told by an enthusiastic Uber employee when I drove for the company back in 2017.
I worked as a cab driver – or as an ‘entrepreneur’, if you are to believe Uber’s rhetoric – for around three months while researching my book Hired: Six Months Undercover in Low-Wage Britain. I also interviewed my fellow drivers as well as couriers who worked for gig employers such as Deliveroo and CitySprint.
One thing that became strikingly apparent was the vast chasm between the rhetoric espoused by companies and the reality endured by those who worked for them. Despite being categorised as self-employed contractors – and as a consequence losing the right to sick pay, annual leave and the minimum wage – Uber tightly controlled much of what we did on the job. “You can’t pick and choose which jobs you do,” we were told during our induction.
There were even restrictions on the subjects we were allowed to talk about with the passengers in the back of the car. Politics, religion and sport were strictly off-limits. If an Uber driver’s customer service rating fell below 4.7 stars, they would be summoned into Uber’s headquarters for a dressing down and potentially ‘deactivated’ – another euphemism for losing your job.
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