Aka Ekene, PBA Journalism MenteeBolt, the mobility tech company, has recently launched a comprehensive campaign aimed at tackling the issue of women’s underrepresentation in the mobility sector.
Despite a significant rise in living costs observed by approximately 90% of women in the past year, only a meager 7.2% have considered becoming drivers on ride-hailing platforms.
To address this disparity and enable more women to seize the additional earning opportunities provided by working as drivers, Bolt has announced a substantial €2.5 million pledge.
The “Women at the Wheel” campaign, as part of Bolt’s broader initiatives, aims to confront the underrepresentation of women in the mobility sector and facilitate their access to ride-hailing platforms as drivers. The campaign is being implemented across eleven countries, including Nigeria, Azerbaijan, Romania, Czech Republic, Lithuania, Portugal, Poland, Slovakia, Croatia, Latvia, and Estonia.
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In a recent survey conducted by Bolt, it was revealed that nearly 89% of women in four European and African countries have experienced a rise in their living costs over the past twelve months. However, despite this financial pressure, only 7.2% of women surveyed have considered working as drivers on ride-hailing platforms to supplement their income. The survey further indicated that the perception of driving as a predominantly male occupation has deterred a quarter of the respondents (25%) from even considering it as a viable option.
Addressing this initiative, Venus Lim, Bolt’s Director of Central Operations for Ridehailing, emphasized the significant gender disparity in the mobility sector. She highlighted the campaign’s goal of raising awareness regarding the biases faced by female drivers and facilitating their access to flexible and independent work on Bolt and other ride-hailing platforms. Given the rising cost of living, providing such opportunities becomes crucial for everyone.
To overcome the barriers hindering women’s participation in the mobility sector, Bolt has committed to investing in various initiatives across different countries. These include partnerships with non-governmental organizations (NGOs) advocating for women’s rights and female drivers, subsidizing licensing costs to facilitate entry into the driving profession, and developing enhanced safety features on the Bolt app.
Initiatives in Nigeria
In Nigeria specifically, Bolt has consistently championed women’s empowerment within the ride-hailing industry. Through its Women in Tech internship program, now in its third year, Bolt offers young women interested in the tech and ride-hailing industries the opportunity to engage in a three-month paid internship program. This program provides them with invaluable mentorship from accomplished women in leadership positions at Bolt, allowing them to kickstart their careers in these fields.
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Bolt continues to improve its safety measures to ensure a secure and affordable experience for both female drivers and passengers on its platform. In 2021, Bolt organized a driver league competition as part of its commitment to service excellence and the continuous enhancement of its driver rewards program. Within this competition, Bolt awarded a brand new car to the top-performing female driver in the women’s league. Owning a vehicle is a significant challenge faced by many drivers in the ride-hailing industry, and this prize aimed to enable the recipient to earn a higher income.
Yahaya Mohamed, Country Manager, Rides at Bolt, reaffirmed the company’s appreciation for its drivers and their integral role in the brand’s growth. He stressed Bolt’s commitment to gender equality and empowering women and girls, aligning with the United Nations Sustainable Development Goal 5. By providing self-employment opportunities for women in the digital e-hailing space, Bolt believes it can contribute to bridging the gender gap. Through the Women at the Wheel campaign, Bolt strives to offer viable economic opportunities to women in Nigeria while fostering industry growth. Additionally, Bolt maintains a strong focus on ensuring safety measures for both drivers andriders on their platform, constantly reviewing and innovating safety features to uphold quality standards and deliver an optimal experience.
Mohamed further emphasized Bolt’s commitment to women’s economic empowerment and industry advancement in Nigeria. The company’s efforts extend beyond providing opportunities for female drivers, as they continuously strive to ensure the safety of all individuals using their platform. By fostering a supportive environment and implementing effective safety measures, Bolt aims to enable women in Nigeria to seize economic opportunities while contributing to the growth and progress of the ride-hailing industry in the market.
In conclusion, Bolt’s “Women at the Wheel” campaign addresses the underrepresentation of women in the mobility sector by raising awareness, providing economic opportunities, and enhancing safety measures. By empowering more women to become drivers on ride-hailing platforms, Bolt aims to bridge the gender gap and facilitate equal participation in the rapidly evolving world of transportation.
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