🚘 Uber’s new feature puts safety in the driver’s seat

Uber, the Tinder of safety for women— A few weeks ago, the brand launched a new feature in the US that allows women riders and drivers to pair with each other.

As a woman and founder of a creative agency led by women, I couldn’t help but look at this through a deeper lens — not just as a user, but as a brand builder.

This is what we call social-first thinking in action: It addresses a historically underserved segment — women who value safety and comfort. hashtag#Uber shows a real understanding of its users and a commitment to solving real needs through tech-enabled, empathy-driven solutions, and by doing so, it strengthens its brand narrative by aligning with values like empowerment and choice.

📍This feature is now live in hashtag#LosAngeles, hashtag#SanFrancisco, and hashtag#Detroit.

Uber figured out how to cross data, empathy, and technology to solve real problems and it’s the type of action that puts people at the very center. That’s the kind of thinking we love building with our clients at CROING l Creative Agency.

Congrats, team 👏👏 Ted Markovic, Jill Hazelbaker, Megan Prichard, Danielle (She/Her) Hawley, Vanessa Sander, Brooke Anderson, Kristina Wegner, Jalahn W. Noah Edwardsen, Charles B., Becky Katz Davis, Faria Jabbar, Marisa Siegel, École Weinstein, Austen R., Oona King

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.