Lyft Gets Voters to the Polls
US ride-hailing companies are redirecting some of their resources to help customers from underserved communities execute their right to vote.
Estimates saying that 15 million registered voters didn't participate in the 2016 US election due to transport troubles have inspired Lyft to offer 50%-off promo codes through voter-turnout NGOs like Vote.org.
The company will also collaborate with non-partisan, non-profit partners – such as National Urban League and The National Federation of the Blind – to help underserved communities. It will provide rides free of cost to those whose journeys to polling locations are challenged by accessibility issues, lack of personal or public transport, or conflicting work schedules. Fourteen per cent of those who didn't vote in 2016 said they were too busy to do so (Pew, 2017).
In the weeks before the midterm elections on November 6th, Lyft will be working with the NGOs When We All Vote and National Voter Registration Day to send passengers in-app reminders of voter registration deadlines. It will also educate drivers and provide them with voter information to pass on to passengers. Lyft's competitor Uber has since announced a similar scheme.
As explored in depth in our report Engaging Future Communities, part of our latest Macro Trend The Kinship Economy, consumers move through multiple group identities throughout their day – brands need to find ways of addressing those groups' dynamic needs in the moment.
For more on creating campaigns tailored to the needs of localised communities, see our report How to Target Local Consumers. To read up on inspiring case studies of brands setting their sights on a greater goal, check out Experiments in Moonshot Marketing.