Is freelancing dead? Not even close, it’s evolving. In this episode Emma Cossey discusses why the word “freelance” feels devalued, how the gig economy and product-led solopreneurs reshaped perceptions, and why reframing the term could unlock better opportunities for creators, consultants, and small business owners alike.
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Last month, Emma launched The Freelance Lifestyle, a book created to support freelancers and when she was deciding what to call her book, she paused over one word: freelance.
She chose The Freelance Lifestyle because it reflects what she believes in and promotes. But she seriously considered not using the word at all. Why? Because the term “freelance” has shifted in meaning, perception and value over time.
In this episode, Emma explores why the word feels controversial to some, why it may have been devalued, and whether it still serves the people it is meant to represent.
Why the term feels complicated
Technically, many people are freelance. But not everyone describes themselves that way.
There are a few reasons for this.
First, the definition is not always clear. Some people equate freelancing with part-time work, side hustles or temporary gigs rather than fully established businesses.
Second, the rise of the gig economy has influenced perception. Platforms such as Fiverr and other freelance marketplaces have contributed to a race-to-the-bottom pricing model in some industries. When services are sold cheaply and globally, it can affect how the term “freelance” is valued.
Third, language evolves. Words gain and lose status depending on how they are used. For some, “contractor”, “consultant” or “small business owner” may feel more credible or professional than “freelancer”.
B2B versus B2C
An interesting observation from Emma’s Freelance Business Lounge community is that the word “freelance” appears more commonly in B2B spaces than B2C.
If you are a marketing consultant working with companies, you may comfortably describe yourself as freelance. But if you are a plumber, hairdresser, coach or counsellor working directly with consumers, you are more likely to call yourself a sole trader or small business owner.
This raises an important question. By using the term “freelance”, do we unintentionally exclude those who operate in different markets but are technically working in similar ways?
For Emma, the decision came down to community and clarity. Even if not everyone uses the label, most people understand what it means. And that understanding matters.
Is freelancing taken seriously?
There is still a perception that freelancing is not always a “real” business. That it is part-time, flexible or temporary.
But flexibility does not mean lack of professionalism. Many freelancers choose this model precisely because it allows them to manage caring responsibilities, health conditions, neurodivergence or other life circumstances. Others intentionally design their businesses around consultancy, power hours or project work.
Freelancers are often highly skilled, strategic and hardworking. The label does not reduce that.
When people stop using the term
Another shift happens when freelancers begin offering products alongside services. Launching a book, creating courses or building digital products can lead people to identify more strongly as entrepreneurs or small business owners.
All of these sit under the umbrella of self-employment. The terminology varies, but the core principle remains the same: running your own business and working independently.
The word “freelance” may evolve further over time. It may change in value again. But it is not disappearing.
Educating the next generation
One of Emma’s missions is to ensure freelancing is seen as a viable option. It is still not widely taught in schools or universities as a legitimate career path. That gap matters.
Whether or not someone likes the word itself, the model of working independently with flexibility and control deserves greater visibility.
Freelancing, small business ownership, consultancy, sole trading, contracting. These are all pathways that offer autonomy and opportunity.
What do you call yourself?
This is ultimately about identity and perception.
Are you technically freelance but prefer another label? Do you call yourself self-employed, a consultant, a contractor or a small business owner? Or do you proudly use the term freelancer?
There is no right answer. But the conversation is worth having.
However you label it, whether freelance, small business or something else entirely, I hope you have a wonderful week running your business.
Discover The Freelance Lifestyle
Order my book: The Freelance Lifestyle: Your Friendly Guide to Starting a Freelance Business
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Email: hello@emmacossey.com
Come join us in the free Freelance Lifestylers Facebook group
Want more support? Check out the Freelance Lifestyle School courses and membership.
Join the Freelance Lifestyle Discord Community.
