Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of #cancel_efood in Greece

This paper fills a gap in the literature of platform economy in relation to consumers’ perceptions and actions regarding labour justice. It coins the term platformised consumer activism and explores #cancel_efood to appraise how consumer activism is expressed through and against platforms. In September 2021, one of the most popular delivery service apps in Greece suddenly requested its workers who were on short-term expiring contracts to switch to freelance contracts. The instant uproar that followed included nation-wide mass mobilisations, as well as a trending topic on Greek Twitter #cancel_efood inviting consumers to uninstall the app and give it the lowest possible rating. Drawing on nascent literature regarding worker resistance in the platform economy, as well as digital consumer activism, we locate a gap in consumers’ perceptions and solidarities. We question power and resistance in the platform economy and argue that the tendency to celebrate digital media and consumer activism persists, despite evidence of growing awareness of the limitations of both in the platform economy. Situating the rise of platform economy within the Greek context of austerity, we analyse how platformised consumer activism is deployed and how consumer narratives for labour justice are articulated. Our narrative analysis of the representations (online news media) and presentations (Twitter) of #cancel_efood allows for a critical assessment of its dynamics and success. We showcase the ambivalence regarding expressions of support and solidarity through online news media, which on the one hand celebrate consumer action, while on the other providing visibility to trade unions and increasing awareness of previously hidden injustices against platform workers. We also problematise the broader context of platform economy in Greece as there is mostly blame towards the government, but an expectation for the company to self-regulate, thus creating a local success, but not broader resistance against the platform economy.