Nice guys gain ground

Many a business claims to have a social conscience. But the cynic might own up to a strong suspicion that this is no more than a bit of puff to stick up front in the annual report to create a warm and fuzzy feeling among those who actually dredge through such entertaining literature. You stick in a couple of noble-sounding sentences about your dedication to the greater good, then you can get back to the real work of maximising executive remuneration and outsourcing production to children in Bangladesh.

Occasionally, however, a situation arises where being perceived as a good corporate citizen becomes a key part of your success, as has happened in the war between ride-hailing giants Lyft and Uber in the land of the free.

It helps when your arch-rival is generally regarded as an amalgam of dark side, evil empire and Lord Voldemort, with a touch of casual sexism chucked in.

This has highlighted Lyft’s more mellow, wholesome image, with its concentration on treating riders and drivers fairly and with respect.

Lyft operates only in the US, so Uber has a clear advantage for riders who want to use the app around the world.

Many expected the smaller operator to be crushed beneath the mighty wheels of the giant Uber. But this year Lyft has managed to increase its market share to 30% of rides taken in the US as Uber has suffered the consequences of a succession of publicrelations catastrophes.

The war is far from over, but for now it seems that those perceived as the “nice guys” are gaining ground.

Uber’s dark side has highlighted Lyft’s more mellow, wholesome image of respect for all