With the world in constant flux, people are using their possessions to ground themselves. However, as certain types of physical goods become less commonplace, many are reflecting on what’s still worth owning in a sharing-enabled world. The evolving nature of digital ownership means that people often feel lik...

With the global gig economy predicted to hit $455 billion in 2023 and the number of American freelancers expected to surpass 90.1 million by 2028, how are people’s attitudes to freelance work changing? And what can brands do to cater to this growing demographic of workers?

Gen AI has found a freelance audience. With freelancers directly benefitting from their own optimised labour, an interesting space is opening up between people who benefit directly from AI and those who fear AI will drive burnout through heightened productivity expectations from employers.

Seeking more control, freedom, and purpose, more and more people are choosing to work independently. From gig-workers to digital nomads through to entrepreneurs, freelancers now contribute$1.2 trillion to the US economy. But, inbuilt precarity means many are still looking for support that makes them feel respected and secure as they explore new career pathways.

As Gen Zers make their way onto the career ladder, they’re questioning workplace norms and seeking careers that help them balance their personal lives, social values, and financial goals. So what does work-life balance look like for this generation – and how can brands and workplaces respond?