Uber named most im­proved brand this year

De­spite its con­tro­ver­sies and prob­lems in last year, Uber grew its mil­len­nial cus­tomer base

The Hamilton Spectator - - BUSINESS - GENE MARKS

Get ready #DeleteUber peo­ple. You’re not go­ing to like this.

A sur­vey pub­lished this week by YouGov BrandIn­dex, a com­pany that tracks the public per­cep­tion of brands world­wide, found that among the 1,500 brands they an­a­lyzed, Uber had the most im­proved brand per­cep­tion among those aged 18-29 years old (you know, the mil­len­ni­als or Gen Y), even beat­ing out the likes of In­sta­gram, Spo­tify and Twit­ter. The sur­vey data com­pared cus­tomer per­cep­tions from the six months end­ing June 30 to the same pe­riod last year, AdWeek re­ports.

Uber grew its mil­len­nial cus­tomer base by 8.2 per­cent­age points this year over last, which was the largest cus­tomer gain of all the other com­pa­nies sur­veyed. There’s no doubt that com­pe­ti­tion from ri­vals like Lyft has eaten into Uber’s mar­ket share, and cam­paigns like #DeleteUber have peeled away cus­tomers. But though more than 200,000 cus­tomers re­port­edly left the com­pany af­ter a Jan­uary pas­sen­ger boy­cott, most have hung in there-and even re­turned.

Uber? You say. Isn’t that the ride shar­ing ser­vice that’s faced a public on­slaught of bad me­dia in the wake of sex­ual ha­rass­ment charges, driver com­plaints, an ex­o­dus of top ex­ec­u­tives, le­gal battles and the lessthan-CEO-type be­hav­iour from the com­pany’s now for­mer chief ex­ec­u­tive (and founder) Travis Kalan­ick?

Yes, that’s the one. So even af­ter all the con­tro­versy, mil­len­ni­als ac­tu­ally view the com­pany more pos­i­tively this year than last year and at a bet­ter rate than the other favourites like Airbnb, Twit­ter and Ap­ple. This is from the “so­cially con­scious” gen­er­a­tion that, as AdWeek points out, puts “eth­i­cal val­ues” and “moral com­pass” as their pri­or­i­ties when eval­u­at­ing com­pa­nies to work for and prod­ucts to buy.

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