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Last month Uber sent a
letter
to the SEC requesting that the law be changed to allow it to grant equity to its drivers. Currently, US companies are only permitted to grant equity to employees.
Uber’s ‘driver-partners’ are famously classified as contractors. Uber’s relationship with its drivers has been fraught, with drivers reportedly committing suicide in the
US,
and drivers striking over pay and working conditions in the UK,
India
and South
Africa, among others. Airbnb sent a similar
letter to the SEC in September.
Three trend-driven insights for you to discuss with your team:
Legislative brands.
A majority of people (60%) across 28 countries
surveyed
feel that their country is on the wrong track. We know what this has done politically. But this frustration is also reshaping the consumer sphere. Yes, brand activism is one potential tactic. But the most progressive brands are looking to do more than just
raise awareness. Instead, LEGISLATIVE BRANDS will use their power to fight for, promote and even impose laws that create a better future for everyone.
Peer armies. We can’t say we’re remotely surprised by Uber and Airbnb’s moves.
Way back in 2016, we wrote in PEER
ARMIES that “expectations of mutually beneficial P2P consumerism are coming for even the most reluctant P2P giants. Uber are currently entrenched in disputes over driver unions that could eventually see them forced to improve pay and conditions. Surely
it's better to embrace a trend, rather than be dragged, kicking and screaming?” It’s only taken two years…
🔮
Trend babies.
Here’s another secret to applying trends successfully. Novel innovations often emerge at the intersection of trends, in this case LEGISLATIVE BRANDS and PEER ARMIES.
We’ve just published our 5 Trends for 2019, featuring LEGISLATIVE BRANDS and four other opportunity-rich trends. Here’s an exercise for your team. What happens if you combine two
(or more!) of these trends? What innovations could you create? Good luck!
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