At the height of the pandemic-era lockdowns, the term “heroes” was used to describe full-time workers, including frontline healthcare workers, bus drivers, supermarket cashiers and other workers who must attend work in person. In 2020, Instacart launched the “Household Heroes” campaign to recruit 300,000 employees to the platform. Ethical work like this may seem to benefit employees and the company, but interviews with Instacart employees reveal the mixed feelings many employees have about the label. The authors share these findings about how labels can backfire and identify three groups in their interviews: Skippers, Stallers, and Strugglers.