US – With Tax Day looming on the horizon, financial service TurboTax is appealing to a new generation of gig workers with its You Do Your Thing campaign. Capitalising on the rise of self-employed workers in 2021, the playful campaign highlights the unconventional professions that have gained ground during the pandemic.
Shedding light on the shifting nature of self-employment, the campaign includes a crypto-investor, gamer, musician and influencer. By catering for professions that aren’t normally associated with – but are not exempt from – tax filing, the campaign is aiming to capture the 16% of Americans that have earned money for a ride-hailing app or delivering groceries during 2021. With 31% of current or recent gig workers relying on independent employment as their main source of income over the past 12 months, self-employment is becoming a more prominent feature of the American economic landscape.
By appealing to freelance workers that might need help navigating the complicated process of tax filing without the support of a traditional employer, TurboTax is aligning itself with the rise of Accredited Influencers.
The nature of the gig economy is changing. Consider the different services that might be needed by this new wave of self-employed workers