The idea of women empowerment implies that they achieve more control and power over their lives - professional and personal. Despite progress globally, and the fact that gender equality seems to be a universal principle, women, especially in developing nations, face omission, marginalization and discrimination from all quarters. It is imperative to understand that women's empowerment is an important process in not only reaching gender equality; it is also an essential tool towards building stronger economies and improving the living standard of families and communities.
As per the World Economic Forum's Global Gender Gap Report 2017, Pakistan ranks the second worst country in the world for gender equality. This is a matter of concern, because close to 50 percent of the overall population comprises women, most of them have not pursued education after primary schooling and have learnt no formal skills.
So far, in country's labour force, women's share is only 23 percent, most of them working informally, which means less pay and no benefits. A major cause of this is also the fact that less than 25 percent women could have finished secondary education.
Realizing the importance of the matter, the government has agreed to pursue the Sustainable Development Goals (SDG). These SDGs are a collection of 17 inter-related global goals set by the United Nations. They cover a broad range of social and economic development issues being faced world over.
Achieving gender equality and women's empowerment is a standalone goal - Goal 5 - of the SDGs. It is also part of all other goals, with many targets specifically recognizing women's equality and empowerment as both the objective and part of the solution.
Since making the pledge, a gradual change has been felt in Pakistan. An increase in literate households over the years has witnessed more women acquiring higher education than before, which has widened their scope to enter in the corporate and professional circles.
The country also showcases female representation in politics with one-fifth of parliamentary seats held by women. Pakistan is also the first Muslim nation, which had a female prime minister.
This is not enough, as more progress is needed if the country wants to see women fully access their rights, so they become full partners in the nation's development - a part the private sector is very crucial in.
Global research highlights how gender diversity helps businesses perform better and this should provide the private sector with fuel to bring in changes. But, ensuring the inclusion of women and their talents at the workplace requires intentional actions and policies - from top to bottom.
An example of this enterprising nature is Uber, the ride-hailing smartphone app, which has been operating in Pakistan since March 2016. As an organisation, Uber provides drivers from all walks of life a perfect platform for flexible earning opportunities. And many women have opted to steer their incomes with the ride-hailing app. These female drivers are set to defy gender stereotypes by leading the way for both male and female riders using the safe and reliable Uber app.
Currently operating across six cities in Pakistan, Uber aims at empowering women by creating employment opportunities through its platform. This opportunity will allow these women to work at their own convenience, during hours that suit them to help improve the financial status for their families.
It is important to note that aspiring female drivers are required to undergo the same registration process as required for male drivers, which includes verification of their identification and relevant documents, safety and performance check-up and various critical trainings. Uber's emphasis on safety and reliability are the two important factors that have made female drivers join the platform.
Naeema, a female driver, is thankful that a safe platform to earn a respectable income exists. "This has been a great opportunity for me to supplement my existing income. Before and after work, I switch on the Uber app, drive my car for a few hours and this has helped me a great deal in terms of alleviating my family's financial woes."
Across the cities that Uber operates in, the demand for rides is immense especially amongst the female population. Safety and reliability is top priority for women riders and when they know Uber has female drivers operating through its app their confidence in the platform grows further.
Moreover, Uber offers technology that promotes safety and flexibility for riders and drivers alike. Newly introduced features assist the drivers extremely well. These include Arrival Destination & Time, Long trip notification and Driver share trip.
Arrival Destination & Time allows drivers to set their ideal arrival destination and time so that when accepting a trip, they can still get where they need to be while dropping a rider off on the way. Long Trip Notification feature enables drivers to fit driving around their life, and not the other way around by receiving a notification if a trip is estimated to be 60 minutes or longer.
Driver safety like the riders is improved through Driver Share Trip feature. This feature allows drivers to share their location and trip status with friends and family. The driver can start and stop sharing their trip status anytime.
Speaking about the new features, one of the female drivers said, "When I take my kids to school every morning, I have a few hours until I pick them up again. I can turn on the Uber app and accept a few trips and when I need to head back towards the school, I can use the "Arrival Destination and Time" feature to input the school address and at what time I need to be there so whatever final rider I pick up is also heading in the same direction. This ensures that I get to where I need to be, while benefiting from doing one more trip."
Uber's support team is always ready to respond to any questions that drivers and riders may have about their ride experience.
Apart from these safety features, female drivers choose to partner with Uber for the part-time flexible work opportunity that it provides. It allows them to fit this work around their lifestyle while adding to their family's income.
Through its core business offering, Uber Pakistan is supporting the female community by empowering them to have a say in their destiny. By going the extra mile and encouraging other private institutions to follow, the ride-hailing app envisions a world where gender equality is real.
(The views expressed in this article are not necessarily those of the newspaper)