It has become something of an orthodoxy on both sides of the Atlantic that job quality is polarising into good and bad jobs. A lot of attention in the US and UK is focused on making these bad jobs better. It is less well appreciated that good jobs can go bad and that bad jobs can get even worse. It might be that aesthetic labour contributes to the latter.
Much of the initial research into aesthetic labour has analysed retail jobs. Employment in retail constitutes what might be termed a ‘bad job’. Most jobs in retail are low skill and retail is one of the main low wage industries in the US and UK.
It seems that this bad job is getting worse however as retail companies seek to aestheticise their workforce, hiring employees who look good or sound right. Two developments have emerged as a consequence of this aestheticisation strategy by employers.