It’s not a good week to be Uber.
First off, they apparently didn’t do enough to go against Trump’s latest controversial executive order regarding the infamous travel ban. With one of their top execs working on a Trump business panel, it’s hard to appease both the government and their users. And unfortunately they chose the more controversial of the two by making a statement that the public felt did little against the Trump administration.
Meanwhile, Lyft is donating a million dollars to the ACLU in support of protecting those affected by the ban. Good PR.
But shockingly, this wasn’t the biggest scandal to come out of Uber as of late.
Uber owes twenty million dollars to its drivers. Yeah, twenty million, for not accurately telling them how much they could earn as drivers for the ride share service.
Now Uber has two strikes; one more and they could be in even darker waters than they find themselves in right now. They should be, if they aren’t already, in full crisis mode. Not only does the FTC think they lied, but Lyft is beating them at downloads in the app store because they didn’t make a strong enough statement against President Trump.
So now you’re in a full on predicament. What do companies do in support, or against, the new administration? Well the question is, what are you willing to sacrifice?
Last year, retailer Target saw their sales slip after siding with the Obama administration on certain issues regarding transgender bathrooms. They made a decision to side with that administration and it cost them. Uber is no different. In the eyes of their users, they didn’t do enough. Ride usage goes down, app downloads go down, drivers are allegedly being lied to, and it doesn’t look good.
So how does Uber pick a side in this battle? Take a step back. Stop thinking so much politically, and think about what is best for your company and your employees. If you’re going to release a statement condemning the Trump administration, it better be a darn good one; and if you’re going to come out in support of it, it better be an even better statement.
Look, I’m an advocate of companies keeping their politics to themselves and doing their best to sell me a fantastic product. But at the end of the day, that isn’t the world we live in anymore. People shop with their politics, buy and sell by their beliefs, and boycott brands because of what they say. If I’m Uber, or any company for that matter, now is the time to find what you stand for and stick to it. No flip flopping, no changing anything. Just solid, firm beliefs; because you’re going to have to defend yourself to your consumers at some point over these next four years. Will you be ready to do it?