Ride-hailing apps like Uber, Didi, and Cabify are ubiquitous across Latin America, with home-grown iterations proliferating. Colombian ride-hailing app MAT, however, stands out by offering an employee-owned business model that emphasises sustainability and social values.

As public discourse shifts from pandemic bedlam to a green recovery, ride-hailing companies are promising all-electric fleets to cater to shifting values. But will eco-friendly vehicles be enough to attract passengers after a year-long slump? And what else do Americans expect from these services?

Ride-sharing giants have faced their fair share of scandals, such as accusations of bad employee treatment and a culture of sexual harassment. Looking to offer a more ethical alternative, Co-op Ride is a New York City-based challenger giving drivers more benefits and riders more peace of mind.

Uber has launched an out-of-home advertising campaign across the UK called 'Only On Uber', which emphasises the company’s worker benefits and protections for drivers. The campaign is garnering backlash, however, as its message is in stark contrast to Uber’s position in the supreme court case.