HEARTWORK II
By Concious Economics
Dedicated to:
This project is dedicated to all the women who have chosen, or been forced, to make a living outside the traditional 9-to-5.
To the dreamers, the artists, the freelancers, the side hustlers, the sole proprietors, the contract workers, and the precariously employed…whose value is immense, yet too often unpaid, underpaid, or unseen.
This goes out to the new economy visionaries who are stitching together their livelihoods with bravery and innovation, making work work for them, within a system that too often refuses to work for us.
This is for the misfits, the oddballs, the eccentrics who simply can’t conform. For the newcomers and refugees navigating unfamiliar systems with courage and trust. For the mothers and caregivers juggling responsibilities beyond imagination while still hustling to create, earn, and provide.
This is for the gender-diverse and 2SLGBTQIA+ folks who carry the weight of femme-coded labour, emotional care, and creative expression without the protections, pay, or recognition deserved.
This is for those who carry culture in their bones and healing in their hands. For the creatives who keep believing in the dream, even when it feels like no one else does.
And finally, this is for the ones who came before us. Those who carved space through sacrifice, so we could be here today, with the courage to say: something has got to change.
This is their story. This is our story. This is your story.
This is Heartwork.
*Research requires a narrowing of the scope. In this project, we use the term women, but we advocate for unity and recognize the intrinsic value of all genders and identities. The solutions and ideas shared in this zine, when implemented properly, should have a positive impact on all humans operating within the new economy.
ASHLEY CALLINGBULL, ALANIS MORI
TANYA TAGAQ, RUPI KAUR, SOOK YIN
HAVIAH MIGHTY, LIDO PIMIENTA, VIVEK SHRAYA, TEGAN QUIN, SARA
LAAKKULUK WILLIAMSON BATHORY,
KAI CHENG THOM, SHARY BOYLE, AM
ELVIRA KURT, THIRZA ANDREA JIN, SAFIA NOLI JESSIE REYEZ, MIRANDA
KENOJUAK ASHEVAK, MARY TWO AX ASHLEY CALLINGBULL, ALANIS MORIS
TANYA TAGAQ, RUPI KAUR, SOOK YIN
HAVIAH MIGHTY, LIDO PIMIENTA, RO VIVEK SHRAYA, TEGAN LAAKKULUK
KAI CHENG TOM, SHARY BOYLE, AMA
ELVIRA THIRZA ANDREA JIN, BIF NAK SAFIA NOLIN, MIRANDA MULHOLLAN
MARY TWO AXE EARLEY, ASHLEY
ALANIS MORISSETTE, TANYA TAGAQ, RUPI KAUR, SOOK YIN LEE, HAVIAH
LIDO PIMIENTA, ROSINA KAZI, VIVEK
TEGAN QUIN, SARA QUIN, LAAKKULUK
KAI CHENG THOM, SHARY BOYLE, AM
ELVIRA KURT, THIRZA CUTHAND, AND BIF NAKED, SAFIA NOLIN, JESSIE REY
Heartwork uses art as a medium for systemic change
DESIGN THINKING
Policy Change Exists At The Intersection Of Art & Business.
OUR APPROACH
Advancing Women in Business
INSTEAD OF A TRADITIONAL WHITE PAPER, WE’VE CURATED AN ART-FORWARD POLICY ZINE. OUR GOAL IS TO HELP BREAK DOWN SYSTEMIC BARRIERS AND INVITE MORE FOLKS INTO THE HEARTWORK MOVEMENT BY CREATIVELY ADJUSTING HOW WE PRESENT RESEARCH AND SOLUTIONS. WE HOPE TO ENSURE THAT OUR WORK IS ACCESSIBLE, EASY TO DIGEST, AND INSPIRING.
WE LOOK AT POLICY AND BUSINESS THROUGH A HEART-CENTERED LENS - THE HEARTWORK PROJECT IS ROOTED IN HONOURING WELLBEING, EMOTIONS, AND CREATIVITY AS ESSENTIAL COMPONENTS TO BUILDING A CONSCIOUS ECONOMY AND ADVANCING DIVERSE WOMEN GIG WORKERS ACROSS CANADA.
ECONOMY IS YOU
Conscious Economics Philosophy
We utilize consciousness-expanding tools such as emotional literacy, neuropsychophysiology, financial therapy, and creativity to demonstrate that wellness in business is possible:
At Conscious Economics, we believe that economic well-being begins with self-discovery.
You’re invited on the journey of understanding the true issues that we must solve in order to create a conscious economy and advance diverse women operating within the gig economy across Canada
Intuition belongs in business.
The ongoing challenge of improving conditions for gig workers in Canada has persisted for years, with little meaningful progress, especially when we look through an intersectional lens.
Policies, platforms, and pilot programs have surfaced, but they haven't addressed the root of the issues. Too often, the lived realities of creative and precarious workers are left out of the conversation.
Our intuition told us there was a deeper story.
A story grounded not just in data, but in lived experience.
This is that story.
Corporate & Community Partners
It takes a village
Thank you to our wonderful partners for co-creating the Heartwork vision with us—your dedication, creativity, and courage make this movement possible.
MUSIC CANADA
CANADIAN WOMEN'S FOUNDATION
FEDERATION FOR AFRICAN CANADIAN ECONOMICS
QUEER COLLECTIVE
HER BIORYTHM
H&R BLOCK
GREENSHIELD
AIR CANADA
TD BANK GROUP
CANADA COUNCIL FOR THE ARTS STARTUP CANADA
Heartwork is a national initiative designed to capture the real stories and lived experiences of diverse women working within Canada’s gig economy.
At the intersection of research, art, and conscious dialogue, we are building economic solutions that approach business and policy from a heart-centered place.
"This isn’t just a project —it’s a movement to honour the labour, creativity, and complexity of gig workers who are building the new economy in real time.”
- Rhiannon Rosalind, CEO, Conscious Economics
Advancing Women in Business
+ Working without a safety net
+ Being left out of the conversation
+ Creating without protection
+ Hustling without health benefits
+ Surviving systems not built for us
HEARTWORK
PHASE 1: LISTEN & LEARN
We began by listening.
Through national deep listening circles, focus groups, and surveys, we captured the real stories of diverse women and gender-diverse gig workers across Canada.
We gathered data, emotions, and lived truths, building a foundation rooted in empathy and experience.
+ National focus groups
+ Surveys and needs assessments
+ Community partnerships and outreach
+ Intersectional research across identity and geography
PHASE 2: CREATE & REFLECT
We transformed insight into impact.
Using art as a mirror, we translated what we heard into creative expressions of music, film, print and visual storytelling.
We held space for collective reflection, emotional processing, and creative disruption.
+ Deep analysis and distillation of the primary research
+ Creation of an original song, short documentary, and art-forward policy zine
+ Public workshops and symposiums
+ Storytelling through lived experience and cultural expression
PHASE 3: INFLUENCE & REIMAGINE
We move systems.
With community and corporate partners, we co-create policy solutions, national campaigns, and economic experiments that reflect what gig workers need.
This is not just advocacy, it’s systemic change. We’re building new models.
+ Design Thinking with community and corporate stakeholders
+ Policy co-creation to address the needs of gig workers
+ National engagement + systems-level dialogue
+ Scalable frameworks for change
+ Ongoing research and evaluation
The Methodology
This project utilized a mixed methods approach, combining qualitative and quantitative research to assess the needs and lived experiences of diverse women and gender-diverse gig workers across Canada. Given the exploratory nature of this work, the first phase employed a qualitative deep listening model, drawing on grounded theory principles to surface emotional, social, and economic themes from small-group sessions held nationwide. In total, 140 participants engaged in these facilitated conversations, each guided by a consistent set of reflective questions.
Data was analyzed using open and axial coding to identify cross-cutting patterns related to mental health, financial precarity, care responsibilities, identity, and systemic exclusion. This phase was developed in collaboration with Dr. Kayla Osterhoff, a neuroscientist specializing in women’s neuropsychology, who provided critical insight into how chronic stress, emotional labour, and burnout uniquely impact this population.
The Issues & How They Show Up:
The following pages contain the results of our initial research phase. The 10 core themes presented here reflect the real, lived issues shared by diverse women and gender-diverse individuals working within Canada’s gig economy. These themes are listed in no particular order and include percentages representing how many of our participants raised each issue during national deep listening sessions. We want to gently acknowledge that the content ahead may feel emotionally heavy, as it touches on systemic inequities, precarity, and deeply personal challenges. Some material may be triggering. We also recognize that while these themes have been condensed for clarity, the realities they reflect are complex and multifaceted. This is not an attempt to oversimplify, but to offer a starting point for deeper understanding, connection, and action. Because before we can create real change, we must first be willing to see the truth.
Issue #1
Competing Responsibilities and Work-Life Balance
80 %
HOW IT SHOWS UP:
• Most women gig workers don’t feel they are able to maintain a healthy work/life balance.
• Over half of women gig workers report that family and caregiving duties are a major cause of stress or burnout.
• Juggling professional and personal demands leaves little
“AS A SINGLE MOTHER WITH A SIX-YEAR-OLD, I WANT TO BE THE BEST MOM I CAN BE BUT ALSO PROPEL FORWARD WITH MY BUSINESS AS A BASE FOR MY DAUGHTER. IT’S LIKE A TUG OF WAR. IT’S A VERY FULL BUT FULFILLING ROLE.”
- Anonymous, Saskatoon
“GIG WORK MEANS YOU HAVE TO CONSTANTLY BE “ON”, SO TO COLLEAGUES AND FAMILY AND FRIENDS IT CAN LOOK LIKE YOU’RE FRENETIC AND UNAVAILABLE, INSTEAD OF UNDERSTANDING THAT YOU HAVE TOO MUCH WORK AND NOT ENOUGH RESOURCES AND THAT YOU’RE DOING YOUR BEST. BUT IT COMES BACK AS A CRITICISM, LIKE A CHARACTER FLAW AND THEY THINK YOU’RE TOO BUSY BECAUSE YOU CAN’T FIGURE IT OUT.”
- Anonymous, Montreal
Issue #2
Difficulty Setting Rates and Being Paid Fairly 78 %
HOW IT SHOWS UP:
• Most women gig workers struggle to establish fair pricing or negotiate equitable compensation.
• Many undercharge out of fear of losing clients or due to clients misunderstanding the value of their work.
• Expressed an overwhelming need for industry-wide standardization of rates and negotiation guidelines.
“THERE'S A FEAR OF RAISING MY RATES TO MEET THE COST OF LIVING BECAUSE MAYBE I’LL LOSE CLIENTS.”
- Anonymous, Toronto
“BECAUSE OF THE LIMITED RECOGNITION WOMEN AND CREATIVES ARE GIVEN, TOO MANY OF US ARE SPENDING OUR TIME AND MONEY UP-SKILLING TO FIT INTO JOBS THAT ARE AVAILABLE INSTEAD OF DOING WHAT WE ARE ACTUALLY PASSIONATE ABOUT.”
- Anonymous, Calgary
Issue #3
Difficulty Accessing Funding and Resources
75 %
HOW IT SHOWS UP:
• A majority struggle to secure the basic capital and tools needed to launch or sustain their work.
• Accessing grants or financial aid is especially hard for immigrant and self-employed women.
• Many feel shut out of financial systems that cater to traditional employment or male-dominated sectors.
“AS AN IMMIGRANT GIG WORKER, IT IS VERY HARD TO GET GRANTS AND TO BUILD A SAFETY NET FOR MYSELF.”
- Anonymous, Toronto
“THE FIELD OF ARTS AND CULTURE ARE THE POOR CHILD OF THE ECONOMY. THE BANKS ARE AFRAID OF SELF-EMPLOYED ARTISTS.”
- Anonymous, Montreal
Issue #4
Lack of Government Support 74 %
HOW IT SHOWS UP:
• Strong demand for gender-specific gig economy policies that ensure economic stability and prosperity.
• A sense of exclusion from current programs, especially among women and gender-diverse workers.
• Top requests include universal basic income, extended healthcare, and EI coverage.
• Practical needs also include better access to grants, tailored tax education, and training to keep up with the evolving economy.
“
WE NEED POLICIES TO BUILD A STRONGER SOCIAL SAFETY NET, LIKE UNIVERSAL BASIC INCOME, UNIVERSAL CHILDCARE, UNIVERSAL DENTAL AND HEALTH BENEFITS. THAT WOULD HELP EVERYONE, NOT JUST WOMEN IN THE GIG ECONOMY.”
- Anonymous, Halifax
“THE CHALLENGE WITH GRANTS IS YOU HAVE TO SPEND SO MUCH TIME APPLYING TO SO MANY TO MAYBE GET A LITTLE BIT OF MONEY. I DON'T HAVE TIME TO WRITE A TON OF GRANTS BECAUSE I WORK ALL OF THE TIME AND CAN’T AFFORD TO HIRE A GRANT WRITER.”
- Anonymous, Vancouver
Issue #5
Personal Safety Concerns
74 %
HOW IT SHOWS UP:
• Gig workers, especially women, regularly worry about their safety when traveling or working alone.
• The emotional burden of persistent safety concerns impacts both mental and physical well-being.
• Online harassment often goes unbuffered due to the isolated nature of gig work.
“MOST OF US ARE SOLO, WE DO NOT HAVE COLLEAGUES OR TEAMS TO HELP US SHAKE OFF ONLINE ABUSE. WE ARE ABSORBING THE WHOLE THING AND THAT HAS AN IMPACT ON US.”
- Anonymous, Halifax
“IT’S A MASSIVE EMOTIONAL AND MENTAL BURDEN WORRYING ABOUT SAFETY AND IT HAS AN IMPACT ON YOUR PHYSICAL AND MENTAL HEALTH.”
- Anonymous, Saskatoon
Issue #6
Burnout and Stress
68 %
HOW IT SHOWS UP:
• Chronic mental exhaustion and emotional distress.
• Difficulty sleeping and neglect of basic self-care.
• Driven by financial instability, high workloads, and caregiver pressure.
“SOMETIMES I FEEL PANIC ATTACKS FROM THE STRESS, BUT I CAN’T AFFORD A THERAPIST.”
- Anonymous, Toronto
“THE STRESS LEVEL OF EXCLUSIVELY FREELANCING DESTROYED ME MENTALLY. IT WAS AWFUL, A REALLY, REALLY, REALLY ROUGH TIME.”
- Anonymous, Winnipeg
Issue #7
Inconsistent Work and Slowing Economy
68 %
HOW IT SHOWS UP:
• Severe financial insecurity due to unpredictable gig income.
• Rising costs of living are outpacing earnings.
• The emotional toll of inconsistency undermines mental health and personal stability.
”I FEEL HELPLESS BECAUSE OF OUTSIDE VARIABLES THAT CAN’T BE CONTROLLED, LIKE THE COST OF LIVING AND INFLATION.”
- Anonymous, Montreal
“IT’S AN EXTRAORDINARILY DIFFICULT TIME TO BE AN EMERGING MUSICIAN. REVENUE STREAMS THAT USED TO EXIST 5-10 YEARS AGO ARE NO LONGER THERE.”
- Anonymous, Vancouver
Issue #8
Self-Worth, Value, and Professional Image
65 %
HOW IT SHOWS UP:
• Many feel pressured to constantly prove their value—explaining their rates, defending their expertise—especially as women or gender-diverse individuals.
• Social media comparisons fuel feelings of inadequacy and self-doubt.
• Imposter syndrome is common, even among those with years of experience.
• Internal and external pressure to undercharge or devalue work due to systemic misunderstandings.
“HOW CAN I USE MY WORK FOR GOOD AND STILL SURVIVE? TO NOT UNDERVALUE WHAT I'M DOING, BECAUSE I THINK THAT'S EASY TO DO AS NOT-A-MAN.”
-Anonymous, Winnipeg
“I EMPATHIZE SO HARD WITH THE FEELING THAT I’M FAILING AT THIS THING I LOVE, THE WORK I'M ACTUALLY SUPPOSED TO BE DOING. I’VE TRIED SO MANY THINGS THAT MY RESUME IS LIKE A DOG’S BREAKFAST.”
- Anonymous, Winnipeg
“IT TOOK ME TEN YEARS OF ALWAYS HAVING TO PROVE MYSELF, ALWAYS A PRESSURE TO REMIND MYSELF THAT I’M CAPABLE. LIKE SOME PEOPLE CALL ME AND MY COMPANY “CUTE” INSTEAD OF TAKING ME SERIOUSLY.”
- Anonymous, Calgary
Issue #9
Isolation and Loneliness
HOW IT SHOWS UP:
• Nearly half feel isolated in their work and lack access to a supportive peer or professional network.
• The solitary nature of remote gig work contributes to poor mental health outcomes.
• Women-led support groups or mentorship networks are scarce and underrecognized.
“ISOLATION WHILE WORKING AT HOME IS A HUGE MENTAL HEALTH ISSUE. I LOVE IT IN SOME WAYS, BUT THERE’S NO TEAM AND IT’’S TOO MUCH TIME ALONE.”
- Anonymous, Calgary
“GIG WORKERS NEED MENTORS WHO ARE DOING WHAT MENTEES ASPIRE TO AND CAN SHOW THEM THE ROPES.”
- Anonymous, Halifax
“IT REALLY HELPED TO START A CO-WORK AND CO-MANAGEMENT GROUP THAT MEETS IN PERSON TO SUPPORT EACH OTHER, TO CRY TOGETHER. THERE NEEDS TO BE MORE THINGS LIKE THAT FOR GIG WORKERS.”
- Anonymous, Toronto
Issue# 10
Sexism and Gender Bias
62 %
HOW IT SHOWS UP:
• Women often feel they must work harder than male peers to earn respect or success in their gig careers.
• Explicit sexism and subtle disrespect are frequent, forcing many to set boundaries just to maintain a safe work environment.
• Historically feminized labor remains undervalued, and women are often made to feel less capable.
“WOMEN IN THE GIG
NEED
ECONOMY
TO REMEMBER THAT LIVED EXPERIENCE IS KNOWLEDGE TOO. JUST BECAUSE THE MEN YOU WORK WITH KNOW A LOT DOESN
’
T MEAN YOU KNOW NOTHING, EVEN IF YOU ARE SELFTAUGHT.”
- Anonymous, Toronto
“IT’S HARD TO SHAKE SOCIAL CONDITIONING FROM CHILDHOOD ABOUT WHAT WOMEN CAN’T DO, SO I STILL HAVE TO REMIND MYSELF OF MY OWN CAPABILITIES.”
- Anonymous, Winnipeg
In this moment I feel I need more
Take a Breath:
Take a Breath: This Page is for
In this moment I need more
I DESERVE rest, respect, and
I UNSUBSCRIBE from the hustle =
My paycheque does not define my My productivity does not define
I DESERVE I UNSUBSCRIBE My paycheque My productivity I WILL PRIORITIZE I ALLOW I RELEASE
I WILL PRIORITIZE my well-being I ALLOW myself to be held, seen, I RELEASE survival mode, even
worth myth my value
my worth well-being by
Solutions
DISCLAIMER
We acknowledge the nuanced and layered experiences of diverse women and gender-diverse individuals working within Canada’s gig economy. These solutions are not singular or prescriptive—they are intended as a starting point for long-term, equitable systems change. Creating real change begins with becoming conscious of the truth: Gig workers are essential, under-recognized, and systematically unsupported.
THE SOLUTIONS
The solutions presented in this framework are intended to spark imagination, dialogue, and experimentation, to influence how we build, resource, and govern the future of gig work in Canada.
We see a direct connection between economic innovation and systemic healing. While these solutions are grounded in the lived experiences of diverse gig workers—many of whom are women, racialized, disabled, newcomers, or genderdiverse…they are relevant to all who navigate precarious, unsupported, and non-traditional work.
Solutions
These ideas emerged through a co-creation process rooted in design thinking, in collaboration with gig workers, community leaders, artists, policy makers, and aligned organizations from across the country. They directly respond to the core challenges raised during Phase One of the Heartwork project’s national research.
Please note: no single participant, organization, or partner is solely responsible for these solutions. They are a collective response, formed through consensus and care.
It is never our intention to simplify the experiences of those impacted by systemic oppression, including colonization, patriarchy, racism, sexism, or ableism. We honour the emotional labour, survival, and brilliance that lives within the gig economy.
We also acknowledge the lasting economic and emotional impact of COVID-19, particularly on gig workers already navigating income instability and limited social protections.
These solutions are meant to be progressive, intersectional, and future facing, designed to help shape a more inclusive, sustainable, and conscious economy. They are presented in no specific order and may be adapted based on industry, community, or policy needs. Some may feel urgent, others aspirational. All are invitations.
Solution #1: The Share Collective
A grassroots-inspired system for financial and emotional support among women and gender-diverse gig workers.
Inspired by global traditions like susu, tontines, and mutual aid circles, The Share Collective brings care and reciprocity into today’s gig economy. Small, trust-based groups contribute money, time, or care into a shared pool, offering members support for emergencies, creative projects, or caregiving needs.
This is about more than money, it’s about community, connection, and shared value.
HOW IT WORKS:
• Peer-to-peer giving circles
• Rotating financial & care-based contributions
• Includes mentorship, childcare, meal sharing, and more
HOW WE ACTIVATE IT:
• Share Collective Starter Kit: a zine-style guide to help anyone launch a circle
• Meetup Events: in-person or virtual sessions to connect, learn, and build your collective
Collaboration Rese Mindfulness Creat Design Thinking
Systemic CollaborationChangeResea
Mindfulness Creati
Design Thinking
Solution #2: Wage Calculator
An AI-powered tool to help gig workers price their services with confidence and clarity.
This smart wage calculator supports women and gender-diverse gig workers in setting fair, sustainable rates—taking into account time, materials, emotional labour, and taxes. It’s designed to shift mindsets from scarcity to sustainability.
WHAT IT DOES:
• Recommends sector-specific pricing based on real data
• Accounts for invisible labour and prep time
• Tracks income and visualizes financial goals
• Offers trauma-informed, culturally aware guidance
HOW WE ACTIVATE IT:
• Co-designed with real gig workers
• Features filters for industry, location, identity, and experience
• Includes peer benchmarks and a built-in confidence meter
Solution# 3: Annual Upskilling for the Future of Work
An annual trauma-informed skills conference and digital workshop series designed to equip gig workers with the practical tools and emotional resilience needed to succeed in a rapidly changing economic landscape.
WHAT IT DOES:
• Tackles the emotional and psychological barriers that undermine business and financial confidence for gig workers
• Provides trauma-informed financial literacy, nervous system regulation practices, and other core skills needed to adapt and thrive in a changing economy
• Extends impact through a series of follow-up digital workshops delivered via participating organizations to deepen learning across communities
HOW WE ACTIVATE IT:
• Host a national annual Skills for the Future of Work Conference tailored to gig workers
• Deliver a series of digital workshops through participating organizations to expand reach and reinforce skill development
Partner Spotlight:
We are proud to recognize H&R Block as an early champion of Heartwork’s Upskilling for the Future of Work initiative. This fall, in celebration of Financial Literacy Month, H&R Block will deliver a complimentary national digital workshop, “Tax Tips for Gig Workers,” to help gig workers strengthen their financial skills and confidence.
We are proud to recognize TD Bank as a Corporate Champion of Heartwork’s Upskilling for the Future of Work initiative. Through their partnership, TD is helping expand access to learning opportunities and empowering diverse Canadian women gig workers and entrepreneurs with the skills and networks they need to succeed in the new economy. In addition to supporting the annual conference, TD will also co-facilitate a national digital upskilling session designed specifically for diverse women gig workers.
Mindfulness, Nature, Quiet, Rest, Self Love, Resilience, Appreciation, Support, Total Wellbeing, Harmony, Health, Conscious Economy, Happiness.
Solution 4: National Entrepreneur and Gig Worker Advisory Council
A formal, cross-sector policy body led by diverse gig workers and entrepreneurs to ensure that decisions are shaped by lived experience and better reflect the ever-evolving needs of this growing segment of the Canadian economy.
The council would include women and gender-diverse gig workers from across Canada including entrepreneurs, artists, caregivers, freelancers, and more, providing direct input on issues like:
• Taxation and red tape reduction
• Upskilling
• Digital transformation and AI
• Business classification and access to capital and funding
• Financial inclusion reforms, such as alternative data as credit-building tools for mortgage and loan eligibility
• Mental health, housing, and overall economic stability
• Emergency aid for the self-employed
HOW WE ACTIVATE IT:
• Co-design the council structure with community partners
• Recruit diverse members from across the country
• Seek formal government recognition and align with existing equity mandates
This shifts entrepreneurs and gig workers from consultation to co-creation, helping to build policies that truly serve the people at the heart of the new economy.
Partner Spotlight:
We recognize Startup Canada as an early advocate and co-creator of the National Entrepreneur and Gig Worker Advisory Council. With its strong track record of supporting entrepreneurs and amplifying their voices across the country, Startup Canada brings valuable expertise, networks, and advocacy experience to the table. By partnering at this early stage, Startup Canada demonstrates its commitment to advancing equity, inclusion, and economic resilience for Canada’s growing gig and entrepreneurial workforce.
Solution #5: Safe InitiativeGigs
A systemic safety framework designed to protect gig workers facing risks when working alone, traveling late at night, or managing online harassment.
HOW IT WORKS:
• Partnerships with mobility providers to offer discounted or reimbursed late-night rides for women and gender-diverse gig workers
• A “Safe Loading Badge” allowing gig workers to load/unload equipment without penalty from late-night parking bylaws
• Expanded tax deductibility for personal safety measures like alarms, wearables, or self-defence training
• Employer and platform policies that include safe travel as a core workplace protection
HOW WE ACTIVATE IT:
• Pilot a Safe Rides Program for women and genderdiverse gig workers in arts and culture
• Launch a national awareness campaign to normalize safety protections and celebrate champions
• Advocate for gig platforms and employers to adopt mandatory late-night travel reimbursement policies
• Work with governments to reform tax and benefit systems so safety expenses are recognized as business costs
• Work with a city (e.g., Toronto, Vancouver) to issue official Safe Loading Badges to registered gig workers in arts, music, and culture , modeled after accessible parking permits but for late-night safety.
Safety is systemic. Every gig worker deserves dignity and protection.
Solution #6: Burnout Recovery Kit
A holistic mental health and wellness toolkit designed for gig workers facing burnout. This trauma-informed resource helps gig workers regulate their nervous systems, understand the neuropsychophysiological causes of burnout, and align their work with natural energy rhythms.
HOW IT WORKS:
• A digital mini masterclass on burnout and recovery rooted in neuropsychophysiology
• Nervous system regulation tools and guided reflection prompts
• Biohacking strategies tailored for women to optimize leadership, business decision-making, and sustainable performance
• Access to complimentary therapy sessions through partner organizations
HOW WE ACTIVATE IT:
• Engage a selected focus group of gig workers during co-creation and curriculum development, alongside trained mental health practitioners, to ensure the toolkit is effective for both participants and providers
• Provide training for mental health providers on how to use and integrate the kit
• Launch the finalized kit and offer each participant three complimentary therapy sessions to support discovery, integration, and implementation of the key learnings
• Iterate, refine, and scale delivery through communitybased channels
This kit bridges science, self-care, and access, meeting gig workers where they are.
Partner Spotlight:
We are proud to highlight GreenShield, Canada’s only national non-profit health and benefits company, for its leadership in advancing mental health support for women. As an early champion of Heartwork’s Burnout Recovery Kit, GreenShield is helping expand access to vital mental health resources tailored to the unique challenges faced by gig-working women across Canada.
Through a series of digital workshops hosted by Conscious Economics, participants will engage in burnout prevention and recovery strategies designed to foster resilience and well-being. After the workshop, eligible participants will gain access to additional support, including opportunities for complimentary therapy sessions offered through GreenShield’s Women’s Mental Health Program, helping women thrive both professionally and personally.
Solution #7: Stories of Worth
A multimedia healing experience using film, music, and guided reflection to help gig workers reclaim their value.
By capturing real stories and disseminating them through original art and a reflective journal, this project normalizes the struggles and challenges women gig workers often face while sharing hope and inspiration that affirms their worth and importance within the Canadian economy.
WHAT IT INCLUDES:
• A documentary and anthem song featuring the voices of women gig workers
• Stories of Worth journal with prompts, exercises, and self-worth tools
HOW WE ACTIVATE IT:
• Host national screenings and activations at major events and community gatherings
• Distribute the journal as both a self-guided resource and a facilitated workshop tool
• Lead storytelling circles and amplify through a national awareness campaign
A creative offering that restores self-worth and celebrates the vital role of women in the gig economy.
Partner Spotlight:
We recognize Air Canada for its commitment to feature the Heartwork Documentary within its in-flight entertainment offerings across Canada for one year, helping to share the voices of gigworking women with audiences worldwide.
We also recognize the Canada Council for the Arts for its vital support in bringing Hear Me Out, the original anthem song created for Heartwork, to life. This powerful piece captures the lived experiences of gig-working women across Canada and amplifies their voices through art and music.
Solution #8: Lunar Club
An in-person event series for connection, creativity, and care.
Lunar Club brings gig workers together through music, mindfulness, storytelling, and peer support—creating joyful, healing spaces that reduce isolation and build community.
WHAT IT INCLUDES:
• Live performance, guided mindfulness, and real talk panels
• Networking circles focused on support, not self-promotion
• Access to a digital platform for continued connection
• Distribution of practical tools like the Burnout Kit & Buddy System
HOW WE ACTIVATE IT:
• Host events in creative spaces with local artists and facilitators
• Co-create each gathering with intention and cultural care
Think: a co-work space meets a concert meets a full moon circle.
Solution #9: National Protection Standards
A health, safety, and dignity framework for gig workers, with gender equity at the core.
This solution calls for a national Code of Conduct and incident reporting system to protect gig workers from harassment, exploitation, and unsafe conditions.
WHAT IT INCLUDES:
• Clear standards for fair treatment and consent
• Anonymous reporting platform
• Access to mediation, legal, and mental health supports
• Voluntary ethics badge for aligned clients
WHAT WE ACTIVATE IT:
• Co-create the code with gig workers and equity experts
• Host national consultations
• Partner with federal agencies for implementation and oversight
Solution #10: The Live-Work Collective
Reimagining underused commercial spaces as affordable, community-driven co-living hubs for gig workers.
As office buildings sit vacant and housing becomes unaffordable, this solution proposes a new model:
retrofitting unused commercial real estate into shared live-work housing designed for gig and precariously employed workers.
WHAT IT INCLUDES:
• Private micro-units or pods with shared kitchens, studios, and co-working zones
• Access to shared services: child care, laundry, business admin, mental health support
• Sliding-scale rent based on income and hours worked
• Community-led models of governance, with resident councils
• Workshops and events that support creative collaboration and economic empowerment
POLICY IDEAS:
• Government tax incentives for landlords who convert vacant office space into gig co-living
• Municipal zoning reforms to support mixed-use retrofits
• Public-private partnerships for capital investment and co-op housing development
• Funding for on-site wraparound services (e.g. financial coaching, wellness, job navigation)
The Movement Through Movement Through
Movement Through Art Art
a more conscious national dialogue about the future of work.
Through art, we invite people to not just understand the issues …but to feel them.
Heartwork is a call to reimagine the economy as something we can co-create: one story, one voice, one vision at a time.
The Heartwork Documentary –Women, Wellness & Gig Work
While policy can help address structural barriers, true wellness and equity require a deeper shift in collective consciousness. By centering the voices of gig workers, often the artists, mothers, entrepreneurs, and changemakers, we invite a more heart-centered economy rooted in care, connection, and shared prosperity.
This short documentary explores the lives of three diverse women navigating Canada’s precarious gig economy. Through their stories, we witness the emotional and economic toll of gig work—while also celebrating the resilience, creativity, and innovation these women bring to the forefront of systemic change.
Featuring Anna Ruddick – Artist, Touring Musician, Mother
Laila Staats – Artist, Filmmaker, Activist, Mother
Meagan De Lima – Artist, Touring Musician
Rhiannon Rosalind – Founder, Conscious Economics
Dr. Kayla Osterhoff – Neuropsychologist, Women’s Health Expert
“Hear Me Out” is a powerful original song born from the voices of women and gender-diverse gig workers across Canada.
As the first music initiative in Canadian history to use music as a vehicle for economic innovation, the song was inspired by real stories shared through Heartwork’s national primary research, where hundreds of gig workers participated in deep listening sessions from coast to coast.
Co-created by Conscious Economics Artists in Residence Rachelle Show, Zakisha Brown, and Dallas Rodin, and produced by Haviah Mighty, Hear Me Out transforms lived experience into sound, capturing the emotional truth of those navigating economic precarity in the gig economy.
HE ART WORK THROUGH DIGITAL MEDIA
Heartwork: Digital Media as a Tool for Social Change
As part of the Heartwork initiative, digital media was used not only as a mode of communication, but as an art form in its own right. Through a national social media campaign, Heartwork harnessed the power of digital storytelling to illuminate the lived experiences of women and gender-diverse gig workers across Canada.
Blending documentary footage, original music, striking visual design, and compelling quote cards, the campaign shared real stories, community-driven solutions, and research findings in a way that was accessible, emotionally resonant, and visually impactful.
By treating digital media as a creative canvas, Heartwork sparked a national conversation—inviting viewers to reflect, relate, and reimagine what a more equitable, heart-centered economy could look like.
WE SEE YOU
What Now?
You’ve listened. You’ve read. You’ve felt it.
Now the question becomes: What will you do with what you’ve learned?
Heartwork is a movement for collective healing and economic transformation. Whether you’re a gig worker, a policymaker, an artist, or simply someone who cares, there’s a role for you in building a more heart-centered and conscious economy.
Get Involved
1. Listen – Stream, save, and share Hear Me Out, the Heartwork anthem.
2. Read – Explore and pass along the digital zine.
3. Watch – Sign up for the Heartwork film premiere.
4. Join– Subscribe for updates and national activations.
5. Engage – Like, comment, and share on social media.
6. Act Local – Bring one solution to life in your community.
7. Advocate – Introduce Heartwork to your workplace or network.
8. Pledge– Have your organization commit to a Heartwork systemic change solution.
9. Connect – Partner with us or sponsor a Heartwork solution.
Get started at consciouseconomics.ca
Additional Acknowledgments
A special thank you to our editorial team:
Editor in Chief – Rhiannon Rosalind
Photography – Amanda Coffey
Graphic Design – Emily Grieves
Graphic Design – Alicia Kwok
Research Lead – Dr. Kayla Osterhoff
Project Lead – Natasha Morano
Music Lead – Joel Gouveia
Film Production – Emily Gioskos + Laura Bornacelli
Music Production – Dallas Rodin, Rachelle Show, Zakisha Brown, Haviah Mighty
This work would not have been possible without: