A coalition of labor groups pushing to make gig workers count as employees in Massachusetts has renamed their campaign and begun hiring staff that will try to fight some of the giants of the tech world on multiple fronts. But most gig workers in Massachusetts don't want to become employees of the app-based tech companies they work for. Unless the labor groups can change their minds — and the minds of lawmakers and voters — with an aggressive campaign, Big Tech might very well get its way.

Organized labor in Massachusetts has its work cut out for it this year, combating multiple efforts by major gig-economy companies to exempt their workers from state labor laws. A bill in the Legislature and a ballot question that will be put to Massachusetts voters in November would affirm the companies’ legal right to count their workers as contractors, instead of protected employees.

Labor's shift in strategy from a focus on workers to one vilifying their Big Tech opponents is shown in the campaign's new name. What was once the "Coalition to Protect Workers' Rights" is now known as "Massachusetts Is Not For Sale." It’s also building out a team for a regional strategy and working on local and national fundraising.

Two new notable hires have joined the labor coalition’s fight. Veteran SEIU strategist Wes McEnany is the group’s new campaign director, whose track record includes the massive legislative win which resulted in the $15 an hour minimum wage, and he's worked to enroll tech...

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