The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

Instacart is looking to ease its workers' worries around childcare by offering credits towards last-minute family support. With childcare proving a challenge, both emotionally and financially for gig workers, the initiative shows how brands can respond to the demand for better employee support.

Worker-owned co-ops are emerging as an alternative to tech giants like Uber and Grubhub, which have come under fire in recent years for their treatment of workers. People are more aware than ever of the human cost of the sharing economy, and have begun to look for more equitable options.

The gig economy recruitment model means many workers have to pay high fees to middlemen while many companies struggle to search for new talent, also incurring recruiter fees. Braintrust aims to change this recruiting model by creating a decentralized marketplace using blockchain technology.

The COVID-19 crisis has laid bare the precarious nature of gig-based work, especially for Gen Zers and Yers. With young people facing dim career prospects amid an economic downturn, how can businesses within the gig economy evolve to acknowledge their reconfigured needs and values?