Lyft and Uber are in a bit of a tussle, with the ride-hailing giants battling for a slice of the burgeoning taxi-hail market.
But the two companies are also in the midst of a major, major PR battle, with Lyft and its competitor Uber pushing back against claims of sexism and sexual harassment in their workplace culture.
“There’s a real issue in our industry that we’re facing where men are treated in ways that women aren’t,” said Lyft CEO Logan Green.
“We’re facing this in every facet of our industry, from how we treat our drivers to the way we treat women, to how we conduct business.”
Titled the “Hottest Job in the World”, Green and Uber CEO Travis Kalanick have faced intense criticism from the female and minority employees they have hired, who say the company has discriminated against them.
Lyft, meanwhile, has been accused of treating its drivers poorly and discriminating against women and minorities.
The companies have responded to these allegations in recent weeks, saying they are taking their own internal investigations into how they conduct business.
As the two rivals grapple over how to address harassment allegations, the battle for the hearts and minds of young people is heating up.
A new poll commissioned by the Pew Research Center shows that millennials are more likely to have a negative opinion of Uber than Lyft, according to a survey released this week.
Millennials are more than twice as likely to think Uber’s drivers are treated unfairly than Lyft’s, according the survey.
Uber is not the only ride-sharing company battling the perception of sexism.
Last week, Uber was also embroiled in a backlash after it was revealed that its driver-partner service, UberPool, had a “sexual predator” policy that prohibited drivers from sharing sexual or physical information about one another.
According to a report in the New York Times, a female Uber driver in New York was raped by an Uber driver while on the job.
But the company’s actions have also drawn the ire of women’s groups.
In a statement to the Times, Uber said: “While our policies are constantly evolving, we do not tolerate any form of sexual harassment or assault.
We do not have a policy that explicitly prohibits a driver from engaging in sexual conduct.
We will not tolerate discrimination against women, including discrimination on the basis of gender.”
In response to the allegations, Kalanicks wife, Kristin, tweeted: “I have been a proud Uber driver for more than 20 years and I know how important it is to help make our company a place where every woman can be confident.
I also know how difficult it is for women who’ve experienced discrimination in our company to come forward.”
The two companies did not respond to The Hollywood Reporter’s request for comment.