Crowd-sourced mobile taxi service Uber has developed a bit of a reputation for having a sexist “bro culture.” A new announcement this morning from the company reveals it’s trying to change that. Uber announced it will be partnering with UN Women “with the goal of accelerating economic opportunity for women.” As part of that commitment, it has pledged to create 1,000,000 jobs for women drivers by 2020. That sounds good, but is this sudden explosion of growth really proof that the company is becoming more female friendly?

A good example of how Uber has gotten a sexist rep is the feud between the company and Sarah Lacy, the founder and Editor-in-Chief of tech website PandoDaily. In October, Uber’s French office unveiled a sexist promotion with an app called “Avions de Chasse” that pairs Uber riders with “hot chick” drivers. Lacy responded with an oped piece on her site criticizing the company’s “Asshole culture,” writing that she deleted the app. She stated she was shocked that this company valued at $18 million “celebrated treating women who may choose to drive cars to make extra money like hookers.”

That’s when Uber execs apparently retaliated in maybe the worst way possible. They hired spies. Yup, spies. Spies who allegedly attempted to dig up information on Lacy to discredit her. While nothing ever real came of it, there was a lot of public outcry against Uber.

USA Today reported that Emil Michael, senior vice president of the business, allegedly said at a dinner party that the company spends $1 million to conduct “oppo research” on journalists. That means digging for any information Uber can manipulate in order to discredit its journalist critics. After public backlash the company made its apologies on Twitter and dropped the promotion.

The controversy with Lacy wasn’t the only anti-female press for Uber. Uber founder Travis Kalanick was quoted referring to his company as “Boob-er” because of all the ladies he pulls due to its success. With comments like that it’s no wonder the company’s headquarters have been deemed a boyish clubhouse.

It only got worse for Uber in December when it was banned from New Delhi, India after a male Uber driver was accused of sexually assaulting a female passenger. Unfortunately, that’s not the only case of alleged Uber sexual assault. In Boston, an Uber driver was charged with sexual assault after inappropriately touching a female passenger while dropping her off in the North End neighborhood. With that in mind, hiring more female drivers could make female passengers feel safer while using the service. In NYC, the app SheRides has already created a business model based on the concept, with an all female fleet that it claims is tailored to the needs of women.

Currently women make up only about 14 percent of Uber’s 160,000 drivers in the U.S., according to the The Huffington Post. This new female hiring initiative would increase Uber’s driving force by more than seven times its current total. Its clear that Uber realizes that referring to itself as “Boob-er” and hiring spies to stalk female journalists wasn’t the best idea. This hiring initiative, however, is a good first step of many that Uber will need to take in order to rid itself of its negative “bro culture” rep.

Alexis Evans

Alexis Evans is an Assistant Editor at Law Street and a Buckeye State native. She has a Bachelor’s Degree in Journalism and a minor in Business from Ohio University. Contact Alexis at aevans@LawStreetMedia.com.

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“Women share this planet 50-50, and they are under-represented; their potential astonishingly untapped.”

So said Emma Watson, United Nations Women Goodwill Ambassador, at a press conference in Davos, Switzerland on Thursday. The young diplomat most recognized for her role in the Harry Potter franchise was speaking partly in regard to HeForShe’s new initiative, and partly to give thanks for the immense support HeForShe has received since her speech in September.

“I think it would be fair to say that my colleagues and I have been stunned by the response,” Watson said. “The HeForShe conference was watched over 11 million times, sparking 1.2 billion social media conversations, culminating in the HeForShe hashtag becoming so popular that Twitter painted it on the walls of its headquarters.”

Adding to that, Watson shared that men from “almost every country in the world” had signed on to help in HeForShe’s effort.

These are staggering numbers and encouraging statistics, but Watson went on to articulate that now is the time to act on our words of commitment. Being the masterful orator that she is, after thanking the masses who have responded to the campaign thus far, she used that gratitude to call us to action once more.

The initiative UN Women was there to launch is called IMPACT 10x10x10, which the UN describes as an effort to “engage governments, corporations and universities as instruments of change positioned within some of the communities that most need to address deficiencies in women’s empowerment and gender equality.”  Watson added that beyond “concrete commitments” to women gaining equal ground, she wanted “to hear from the human beings” within the organizations targeted:

I spoke about some of my story in September – what are your stories? Girls, who have been your mentors? Parents, did you make sure you treated your children equally?…Husbands, have you been supporting your female partner privately so that she can fulfill her dreams too?…Writers, have you challenged the language and imagery used to portray women in the media? CEOs, have you implemented the women’s empowerment principles in your own company?

These are powerful questions with undoubtedly powerful responses. How have we answered Watson’s call from September? Did we simply retweet with “#HeForShe,” or have we taken steps against the inequality we all see on a daily basis? It is not enough to simply say you support the cause. You must, in your daily actions and conversations, consciously implement your support.

Watson went on to share that many have verbally committed to HeForShe’s campaign, but have been unsure about how to proceed. “Men say they’ve signed the petition, what now? The truth is the ‘what now’ is down to you.”

Each of us has a different life and different ways in which we can impact the fight for gender equality. Any way you help, as Watson points out, “is valid” and helpful. Take a moment to think about what happens in your life on a day-to-day basis. How have you seen women degraded or discriminated against? How has the language you use been affected by a patriarchal society? Decide what you can do to change the answers to these questions. The answer is never “nothing.” That’s how you can initiate HeForShe in your life.

Morgan McMurray

Morgan McMurray is an editor and gender equality blogger based in Seattle, Washington. A 2013 graduate of Iowa State University, she has a Bachelor of Arts in English, Journalism, and International Studies. She spends her free time writing, reading, teaching dance classes, and binge-watching Netflix. Contact Morgan at staff@LawStreetMedia.com.

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