Grab: Grab for Good

Grab, a ride-hailing company, aimed to improve the quality of life for 640 million people in Southeast Asia with its campaign Grab for Good by creating income opportunities, driving financial inclusion and improving access to services.

Summary/Challenge

Grab's vision is to improve the quality of life for 640 million people in Southeast Asia (SEA) by creating income opportunities, driving financial inclusion, and improving access to safe and high quality services. Yet the company faced distrust amongst consumers and governments, due to a mix of global scandals that painted big tech in a bad light, faltering start-up IPOs, and a limited understanding of new platform businesses. For a company that was founded with a focus on social impact, this risk of misperception as a 'bad tech' company is a stark contrast to Grab's values and vision....

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