Social sustainability in the gig economy era

The rise of the gig economy, also known as the platform economy, has compelled businesses to reconsider their relationships with their various stakeholders, including gig workers that are sometimes referred to as independent contractors. This has been especially noticeable in the on-demand delivery sector. This article examines how stakeholders in this sector are addressing social supply chain sustainability issues. We investigated measures taken by companies in the on-demand delivery sector between 2016 and 2020 using documentary research and content analysis. Based on stakeholder theory, we show that the perceived influence (or lack thereof) of gig workers is crucial in addressing social sustainability challenges. Our findings also indicate that delivery businesses are more concerned with working conditions than with equal rights issues, which we believe should be addressed equally. The paper sheds light on the management of social issues within the gig economy and opens a branch of opportunities for further studies on supply chain sustainability in the platform economy. Ultimately, this paper provides guidance to gig stakeholders on how to better contribute to social sustainability.