Perks aren’t what they used to be. And that’s a good thing.

Not long ago, employee and contractor rewards were mostly symbolic. A generic gift card at year’s end, or a branded coffee mug that gathers dust. A one-size-fits-all token that is rarely aligned with what the recipient wanted or needed.

But the workforce has evolved and so have expectations. And in a mobile-first world defined by flexibility and personalization, a new kind of recognition is gaining traction: digital gifting built around individual choice, delivered in the moments that matter.

This shift isn’t just about convenience. It reflects a broader transformation in how we think about work, appreciation, and engagement — especially for independent workers like rideshare drivers, delivery couriers, and gig economy contractors These individuals are essential to the infrastructure of modern life, yet often under-recognized in ways that feel meaningful.

When rewards are thoughtfully designed, frictionless to redeem, and tailored to someone’s lifestyle, they go beyond “thank you”. They help build loyalty, boost morale, and foster real human connection in environments where retention is increasingly difficult.

Why Digital-First Rewards Work

According to Mercer’s Global Talent Trends Report,78 percent of employees say they are more likely to stay with employers who offer personalized rewards and support. Gallup’s research consistently echoes that tailored recognition significantly boosts employee engagement and retention.

As the workforce becomes more decentralized and mobile, recognition needs to meet people where they are – on their phones, in their inboxes, and in ways that align with how they live and work. That’s where digital gifting comes in.

A digital gift card isn’t just a transaction. It’s a small, yet powerful moment of appreciation. A well-timed surprise. A way to turn a long shift into something a little brighter. It empowers people to choose what matters most to them, whether that’s a coffee before their next shift, groceries for the week, or a meal with friends.

Digital gifting becomes more than a perk. It becomes an extension of your brand’s values: personal, secure, and sustainable.

While the buzz around employee recognition is nothing new, what’s different now is why and how companies are rethinking their strategies.

Take for example the recent news that Lyft, one of North America’s leading ride-hailing marketplaces, decided to elevate the driver rewards experience.

Launched in July 2025, Lyft announced it was offering Smart eGift Card technology into its broader loyalty and recognition program – offering eligible drivers a simple, mobile-friendly reward experience that delivers instant, personalized appreciation.

Drivers receive digital gift cards via SMS or email, which they can redeem instantly from a curated selection of brands like Starbucks, DoorDash, and Subway – all from their phones, with zero friction. It’s a rewards experience designed around the driver’s day-to-day needs and preferences, not just company metrics.

This approach isn’t just innovative; it’s personal. It transforms a transactional perk into a thoughtful gesture. One that says, “We see you, and we value you.”

The world is increasingly shaped by automation and AI, and what still matters most is human connection. People want to be seen, and they want to be appreciated as individuals, not just as outputs. The smartest companies recognize this and are investing in tools that let them deliver that appreciation on a scale, with heart.

As the world of work continues to evolve, so too must the ways we recognize and reward the people who power it. Whether it’s a gig worker completing their 1,000th ride, a nurse pulling a night shift, or a remote employee hitting a milestone, what matters most is that the recognition feels earned, easy to access, and tailored to the person.

Digital gifting isn’t a fleeting trend. It’s the future of recognition and it’s only just the beginning.

About the Author

David Christie is Prezzee’s Deputy CEO and Chief Growth Officer and has been with Prezzee for four years. He is a seasoned leader in digital innovation and customer experience, currently serving at Prezzee, a global digital gift card platform revolutionizing the way people give and receive. David oversees the growth of strategic partnerships, retail partnerships and global marketing of our brand

Over the past 20 years, David has served as a Senior Executive in London, Russia and New York at Renaissance Capital Bank, Deutsche Bank and Simmons & Simmons Lawyers; and in Australia at Minter Ellison Lawyers.

David holds a Master of Laws from Edinburgh University and a Bachelor of Laws from the University of Canberra.