Most consumers would rather take a cab than listen to Lyft moralize about presidential politics.
This Sunday, the ridesharing company blasted out an email to its millions of customers, calling the Trump administration’s travel ban “antithetical to Lyft’s values.” But if they expect to win business or change the course of immigration policy, they are delusional.
Consumers can recognize a public relations stunt when they see one. Regardless of their politics, they will recognize Lyft’s statement for what it is: An attempt to score free advertising by exploiting national controversy.
Lyft didn’t waste any time pressing the advantage that sprang up when its rival, Uber, ran afoul of angry protesters. Uber had continued to ferry passengers to and from JFK International Airport during the protests, even though the taxi union went on strike. (Presumably, the detained passengers, and travelers with nothing to do with the situation, would not be allowed to get a ride where they needed to go.)
Appropriating the voice of college students, the corporation waxed eloquent about equality before promising not to be “silent on issues that threaten the values of our community.” But most people don’t open the app on their phones because they think a company can rideshare racism away — they do it because they want to get as cheaply and as quickly from point A to point B as they can when Uber’s prices are surging.
Americans really don’t like virtue signaling from multimillion dollar companies. It’s patronizing, annoying and bad for business. Just ask Target.
Like Lyft, that company came down on an issue before the nation made up its mind and they paid the price. The retail giant decided to embrace a progressive transgender restroom policy last April. Six months later, their profits dropped $680 million and their revenue fell 7.2 percent. In an effort to stifle the boycott, Target eventually shelled out $20 million to expand their facilities.
Lyft surely won’t face a similar backlash, but there’s also no reason for them to add to the noise. What’s needed now is an honest conversation about Trump’s travel ban, not another ploy to claw in a bit of extra market share.
Politics is everywhere and everyone’s already outraged. If Lyft keeps hopping in the fray every time its execs sense a chance to make a buck, maybe more consumers will just hail a cab.
At least cab drivers don’t lecture on politics. Usually.
Philip Wegmann is a commentary writer for the Washington Examiner.
