A few weeks ago I visited Los Angeles from London. I wanted to see my brother’s new house, visit with friends and do a bit of business. So I set up meetings coming back thinking more about the strangers I met rather than the friends and family I saw. Specifically, the time I spent with Uber drivers over 14 trips in just a handful of days.
In this sprawling city of villages without a subway to piece it all together decisions to meet up are predicated on location. There can’t be too many cities where even jobs are won or lost based on whether you live in Calabasas or Orange County.
But with Uber at my disposal I said ‘yes’ to everyone. I knew I’d make good use of my time, but what I didn’t expect is what this cohort of residents would tell me about the city.
Of the 14 drivers I had four were women, seven Hispanic, four African American, one Eastern European, one Chilean via Miami, one White. Most were mid-career, two were students. Most had other jobs. And while none of my drivers shared anything overly personal, I will still keep personal identifiers light to protect privacy.
LAX –> Thurman Ave
‘Where are you in from,’ said a smiling, happy B to tired squinting, me, ‘welcome to LA!’
B was my first driver as I left LAX and headed to see an old friend at her workplace.
While friends these days seem to avoid the discussion of politics like the plague, B wouldn’t be the first of my drivers to happily dive in with strong, but respectful, thoughts on how Washington has let him down.
B talked about his embarrassment at how the world must see us right now, his fear of the hate he sees around him, a bit about his family and his plans for the Summer.
He drives for Uber just when he needs it. Fares have previously afforded him a nice vacation and now he needs to replace a window.
As we pulled into the small office where I was to be dropped off in a seemingly non-descript area just off the freeway he talked with breathless enthusiasm about the historic and gilded past of this little corner of town. “So and so and so and so used to live right here,” he said.
In LA you are never far from the stars.
Larchmont Village –> Sherman Oaks
End of day one and I made my way home to my brother’s house with a driver named D.
After sharing a few thoughts about what it means to live outside of the US and what I appreciate most about the country from afar, D began to tell me his story.
Originally from a country on the Balkan peninsula, D was once a successful forensic accountant. Like many Uber drivers (and cab drivers) who have emigrated to a new country, D was unable to practice the specialty he trained at home to do. In fact, it was even more serious than this. D was in America seeking political asylum. In addition to his home and well-paid profession, D left behind a wife and young child.
With much sorrow in explaining his situation he talked about how confusing it is to be in a land of opportunity where few realize their luck. He told me of a fare he picked up who was fuming, literally spitting fire, because his favorite Starbucks drink was now 30 cents more.
In this land of plenty, more than ever we seem to feel entitled to more. Immune from war, from famine, the Americas Got Talent, YouTube generation expects zero inflation on their frothy Starbucks drink.
UCLA –> Santa Monica
R was my favorite driver. When he heard I lived in London he told me how his partner was there now. She was sight-seeing before flying to Kenya to check out beans for a coffee shop they wanted to open.
When I heard R had seven children, with just the last one finally leaving home, I asked him how he successfully raised such a large brood. What it took to steer them toward happy, healthy lives. How did he keep them from the trouble and temptations on the doorstep of a big city.
He said it was simple, he listened to them. He didn’t judge his kids but gave his opinion. R would say ‘I don’t think this is the right friend for you, but I’ll be here when it goes wrong’ He talked about simple lessons such as the importance of building a good credit history. R was present, thoughtful in his feedback and ready to just listen to what his children wanted to say.
The next day was Saturday and a regular occurrence he often looked forward to — grandpa day. R would take his four granddaughters jumping, running, playing, ice cream eating and deliver them back to their parents exhausted and happy.
Santa Monica –> Culver City
G was a self-professed lover of words. He was particularly fascinated by how words are used these days to talk about politics, race and the world affairs reflecting more about inequality in their complexion and subtlety.
Nuances in word choice, such as racism versus prejudice, was something that particularly interested G. As I wondered why we talk about inequality in terms of skin color rather than socio-economic status, G said that it was because it is an inconvenient narrative, in his opinion.
Calabasas –> Malibu
A pretty morning drive through the Santa Monica mountains is probably a good story to close with. My driver A was that group of reluctant Uber driver that the company has driven (no pun intended), somewhat unwillingly, into a new era.
A had a successful limo company. But he couldn’t compete with Uber. So if you can’t beat them, join them, right? Although it was obvious that this drained all enthusiasm out of A for his work. He was a business owner and now he is a driver. He seemed tired and resigned to this change in circumstances.
That said, he had his priorities in order. While I bemoaned the rainy weather that resembled my home in London. He said ‘tough luck.’
And this is where I came back feeling that Uber may be missing a trick. That maybe they could be a brand with more soul and less controversy.
There are so many stories to be told and maybe recognizing this would make the next #deleteuber less likely.
Editor’s note: as of Jan 2019 we have consolidated our marketing consultancy and blog. Check us out at FromAtoSHE