Balancing Fairness and Care Through Aesthetical Lens in Humanistic Management in the Gig Economy

This chapter delves into aesthetics to broaden understanding and enhance humanistic management within the gig economy, focusing on the complementary-to-ethics aesthetic approach, appreciating the beauty, harmony, and meaningful experiences of individuals (managers and employees). The gig economy’s nature undermines traditional notions of work-life balance and human-centric principles, making it crucial to analyse how aesthetics can play a pivotal role in promoting justice, fairness, and care for gig workers. The chapter examines: (1) the interplay between aesthetics and humanism in management; (2) embracing an aesthetic approach allows businesses to move beyond the narrow pursuit of economic profit; (3) practical integration of aesthetics into gig workers’ perspectives and gig platforms’ management practices; (4) virtuosity, artistry, and creativity can transform the gig worker experience. The importance of aesthetics in shaping managers’, workers’, and consumers’ perceptions of gig services emphasises that aesthetically perceived experiences contribute to a sense of care and social responsibility in the gig platforms offers. This shift towards a more aesthetic approach can enhance trust between gig workers, platforms, and consumers, fostering mutual respect and deepening interactions.