The ride-sharing company is taking a stand against racism in billboards across the US. That’s rich coming from a company whose business model is based on exploiting workers
We live in a golden age of brand activism: multinational corporations no longer want to simply flog you stuff, they want to lecture you about social justice at the same time. Take Uber, for example. The ride-sharing company, which conquered large swathes of the world by flouting regulations and classifying its drivers as contractors so it doesn’t need to give them benefits or the minimum wage, has taken a bold stand against racism in a new ad campaign. “If you tolerate racism, delete Uber” billboards across the US proclaim. The campaign launched on 28 August, to coincide with the anniversary of Martin Luther King Jr’s “I Have a Dream” speech. I’m sure Dr King is looking down from heaven with tears in his eyes, giving Uber a five-star rating.
I don’t want to slam these ads entirely. Cynicism aside, it’s a good thing when big brands take an unequivocal stand against racism; it’s a sign of progress. And Uber isn’t just putting up billboards, it has also pledged money to support black-owned business and committed to ridding its platform of racism.
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