On the top of pandemic-era lockdowns, the time period “hero” was used to explain full-time staff together with frontline well being staff, bus drivers, grocery store cashiers, and different staff who needed to seem at work in-person. In 2020, Instacart launched a “Family Heroes” marketing campaign to recruit 300,000 staff to the platform. Whereas moralizing work like this may appear to have advantages for staff and the corporate, interviews with Instacart staff make clear the combined emotions many staff held in regards to the label. The authors share these findings on how the label may backfire and establish three teams from the interviews: Skippers, Stallers, and Strugglers.