
My subject line ran long. It is actually this:
A Few Remarks about Retail Square Footage, Home Delivery, Online Commerce, the Gig Economy and Worker Classification in the US
Just so you know, whenever I post something that starts “A Few Remarks” it goes on and on and on and on and on and on and are you asleep yet? Gone? Oh, yay. Shall we?
A number of trends have collided over the post-Great Recession period in the US economy. Boomers have well and truly quit buying Stuff anywhere, never mind at Big Box stores. There are fewer of my generation, than Boomers, much less Millennials, so it isn’t like we can pick up the slack and a lot of us buy online anyway. Finally, Millennials are only just getting started doing their own shopping, do a lot of shopping online, and because all the jobs are in coastal cities and they can’t afford any space in those coastal cities, they can’t buy much in the way of physical goods even if they do have money.
As a result, there is a lot more Retail Square Footage than our economy needs now or is likely to need in the future, a lot of that square footage is in the “wrong” place: out in deep suburbia, rather than older suburbs and the city proper. (There is also regional maldistribution, with not enough in the coastal cities that have acquired so much development in the last few years vs. in midwestern and other cities away from the coasts, which I won’t address here.)
As Millenials as a cohort age, they will more and more be parents of small children, and moving further out from the city they work in or near. If renewable energy and batteries develop as expected, they could wind up with quite long commutes again, restoring exurbia, but that isn’t likely to happen any time soon. If broadband penetrates more cities around the country, the regional maldistribution may also be ameliorated. But those are longer term trends (10+ years before the world is meaningfully different — the point at which everyone who rereads this piece laughs and says, wow, I forgot things used to be the way they were). But it is safe to say that pricing will force them to at least move a little ways further out, year by year, as more and more of them have apartments and houses and jobs.
Because of the Great Recession, and other longer-term trends, Millennials are fantastically well-educated and have a lot of student debt. They also have trouble accessing full-time W-2 employment. Many of them have participated in the Gig Economy, mostly in the form of payment for doing things that their customers _used_ to do for themselves.
Uber, Lyft etc. replaced taxis, it is true, but they also replaced a lot of trips that would otherwise have involved someone driving themselves somewhere, parking, and continuing with their trip.
TaskRabbit was recently bought by IKEA, presumably in part because people were already using TaskRabbit to replace the portion of furniture manufacturing that IKEA had outsourced to the customer in order to better take advantage of the price reduction that flat pack shipping from China offered.
GrubHub and similar meal delivery services, and Blue Apron and other meal preparation aids replace trips and tasks customers otherwise had to provide for themselves (drive somewhere to pick up takeout, or go to the grocery store to buy food and bring it home and cook it, or go to the restaurant and eat in or whatever).
What the Gig Economy offered the massively overworked, possibly overpaid but definitely time starved professional elites was a way to outsource a lot of tasks they didn’t have time for — to people who had a bunch of time and really needed some money, really, any money at all. It was all made possible by the App universes spawned by Android and Apple and their backing databases in the cloud (predictably, as Levi proved in the gold rush, the way to make money in the gold rush is by selling goods and services to the rushers -- not participating in the rush oneseslf; similarly, the money being made in this stage of tech is being made by older tech companies selling cloud services and infrastructure to the app developers, thus avoiding the legal entanglements detailed below).
As the economy continues to oh-so-slowly recover, in lockstep with the oh-so-slow payment of student debt and progression through the life arc of the Millennial generation (there are a lot of them, but the whole thing is moving remarkably slowly, what with people having fewer kids, later), it is reasonable to expect that difficulties with labor (getting labor, getting labor of good enough quality and a wage that makes the business model work) will strike earliest and hardest at the gig economy. When overworked, possibly overpaid and definitely time starved professional elites finally can take a breath and reduce their hours, there are good odds they’ll go back to doing more things for themselves. When under-employed Millennials get “Real Jobs”, they may stick with the most profitable gig side hustles, but once they have kids and are looking at the economics of a side hustle while paying for child care vs. taking care of the kiddo oneself and dropping the side hustle, some amount of side hustle is going to go away. Which will result in Gig Economy sectors of the economy to either convert to Real Jobs — or go away, depending on where the sweet spot falls between people who want to outsource their delivery, cleaning, rides, etc. and people who want the money enough to schlep for those people.
Right now, the Lawson / GrubHub lawsuit is exploring the W-2 / 1099 question. As with earlier suits in the Gig Economy which have thus far been tossed and/or settled before reaching a courtroom, the question is, is the Schlepper a contractor, and therefore can be Schlepping for multiple services simultaneously (driving for Uber and Lyft, Delivering for InstaCart and GrubHub) or an employee, and therefore can be required to be on call, in a certain area and responsive within a certain time frame, that is to say, subject to management.
Think about it: do you get to say when your plumber shows up to fix a leak or worse in your house? Or are you just pathetically grateful that the plumber shows up, fixes the problem and you pay whatever the hell the plumbers says you owe? The plumber is a contractor. I don’t think the GrubHub driver is a plumber — whether he (ETA: Lawson) is a contractor is the kind of thing that is going to be decided in court, if not in this case, then later.
There is one circumstance in which the court won’t ever make the decision: if all the Gig Economy business go away. And that can really happen. Restaurants are, in many ways, Gig Economy from the Old Days. I got rich in the .com boom, and there was an awesome Scotch bar down the street from my condo. I Loooooovvvved staggering home from an evening consuming single malt and damn fine food, and when they went under, I wanted to know why — they were not lacking for business. But they were having trouble keeping servers, who kept going off to hack HTML for startups.
One way for a company like TaskRabbit to avoid that unpleasantness is to partner with IKEA or Amazon or other companies. IKEA and Amazon sell stuff that requires some expertise in order to make use of. Normally, the customer is on the hook for connecting to contractors, but companies like Home Depot have been providing contractor services for a couple decades now (I remember using them for carpeting in the halls at my condo building back in the late 90s or early 2000s). And every home supply store since forever has been willing to refer out to decorators, contractors, counter top installers, cabinetry people, you name it since forever. Creating a seamless (isn’t that the name of one of the companies that GrubHub bought?) experience can dramatically increase the likelihood that a customer will actually purchase the product that requires installation.
This really could go any of three directions. If labor pressure eases up a lot (another Great Recession), then everything disappears, and no one does anything for a while. If labor pressure eases up a little (a little recession) then things tick along and we get more court cases. But if things keep getting better, a little faster every year, then we’re going to see real pressure on Gig Economy business models to re-price in a way that makes it possible for them to hire and retain W-2 employees. Those that successfully re-price will stick around.
Those that don’t, won’t. Because their employees will be working for someone else, and they won’t be able to hire anyone to replace them.