Platform companies in Pakistan have used female gig workers as part of ad campaigns for several years now.
Researchers say women get locked out of the gig economy because they struggle to compete with men in the absence of gender-intentional incentives, especially as they juggle work and family responsibilities.
When Rukhsana Aslam signed up to work as a driver for Careem in 2018, she thought her financial woes were over. As part of an initiative to attract more women drivers to its platform, the ride-hailing giant had promised them a monthly payout of 72,000 rupees ($250) for a minimum of four rides per day, according to women who used to drive for Careem. The company had a dedicated safety helpline for women, and a WhatsApp group to address their issues that included the company’s managing director Junaid Iqbal, Aslam said.
Aslam, a single parent based in Karachi, would drop her son off at school at 8 a.m., drive around looking for rides, and be home by 11 a.m. “We could do other things and housework during the rest of the day. We didn’t have to struggle,” the 40-year-old told Rest of World. “It was guaranteed income.” By 2021, Aslam had become a poster child for Careem. Her face was plastered on the company’s digital marketing campaigns, accompanied by phrases like “breaking stereotypes” and “beating the odds.” She made appearances on podcasts where she talked about her first ride as a Careem driver and how she dealt with irate passengers. Last year, at a glitzy...
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