“It will only be good for us, when it is good for everyone”, Marcelo Loureiro, VP Community Grow
Purpose of Community at Grow
We believe in a business model with a social mindset. To coexist in a sustainable way, we need to take care of the cities where we operate, bringing positive impact to the surroundings, valuing our people and reducing loss of our assets. Economic thinking must embrace social and environmental considerations. Some years ago, an important essay by Porter and Kramer stated: “The capitalist system is under siege. In recent years business increasingly has been viewed as a major cause of social, environmental, and economic problems. Companies are widely perceived to be prospering at the expense of the broader community. (...) The purpose of the corporation must be redefined as creating shared value, not just profit per se. This will drive the next wave of innovation and productivity growth in the global economy. (...)”
We know that deep social and economic inequalities exist in all the cities we operate in Latin America, in different degrees and dimensions. From the moment we begin operation, we generate opportunities for people from vulnerable communities and promote projects of social inclusion and local engagement, such as job offers, social chargers, cultural events and partnerships with NGOs. We believe that we are only going to prosper if we are socially and financially inclusive. This is key for us to achieve a truly diverse company.
We also know that our mission is not only bringing employees from a low-income or vulnerable background to work with us, but also opportunities to develop within the company. This way, Grow aims to act as a transforming agent, offering appropriate support, new tools and knowledge, so that they can have opportunities in the future also outside Grow.
“Small, personally-operated mobility options, like bikes and scooters, have highlighted a growing demand in urban areas for convenient, inexpensive alternatives to cars. Road crashes are the leading cause of death among 15-29 year olds worldwide, resulting in over 3,000 deaths on average per day. Until we have streets designed for all modes that actually use them: bikes, scooters, buses, pedestrians, and cars, high numbers of crashes and fatalities will continue to be the norm.”
Grow users save time using our modals to circulate around the city, with less pollution, with more connection with public transportation, leaving cars at home, occupying less space in the streets and having a greater interaction with the city. Our view is that this proximity and interaction with the streets and the city overall tends to stimulate more respect and empathy for others, like pedestrians, cyclists, wheelchair users, and promote local business development. Our Community team works very close to other areas in the company, such as HR, OPS, Government Relations, Marketing and Public Affairs, so that we can share the same values with Grow’s different stakeholders and stimulate a conscious use of our vehicles.
We aim to learn from the different stakeholders in the streets. We believe that their local experience, knowledge and work on the streets contribute to our efforts to bring awareness. Our efforts to bring awareness happen in many ways. For example, one of the main challenges, in areas that are critical to our operation is that we know that many children and teenagers want to use our fleet. We know that them can not use our scooters and bikes on the streets as a transportation option, however, we do not ignore their desire to test and enjoy this experience.
Unfortunately, children and young people that live and work in the streets are responsible for a big part of the vandalization of our scooters and bikes, this as a consequence of a huge social problem that many big cities in Latin America face. We believe that their attitude is a consequence and not a cause (social inequality, lack of affection and attention at home, lack of education and opportunities, being a child having toys, among other facts). Our work is to offer an experience with our brand and products, which can bring some of the joy for these kids, promote inclusive education and encourage a better coexistence in the streets of the cities where we operate. Knowing all that we developed an educational and leisure project “rolezinho”.
A look at “Rolezinho”
Rolezinho is one of the main projects of the Community Brazil team. It is an interactive, educational and awareness project, where we bring bikes and/or scooters in public schools or in community events in critical areas that impact our operation where we share our values like inclusion, safety and coexistence.
This new modality of transportation is spreading worldwide and many people do not have access and information about shared mobility. We believe that this education initiative can stimulate better interaction and mutual respect in the streets.
Rolezinho´s objectives are; (i) to provide the experience of a safe ride with bikes and scooters in public schools and underserved communities; (ii) to share information about Grow’s scooters and bikes (and concepts of micro mobility); (iii) share ideas on education and coexistence in the streets; (iv) raise awareness and promote interaction; (v) offer an opportunity for Grow’s volunteers (employees getting involved in the cause).
From March to July 2019, we have organized more than 22 rolezinhos in public schools and communities, with more than 10,000 people impacted, in 8 different cities in Brazil.
How does it work? Community team prospects public schools and community events to be part of the program. After confirmation, Community team aligns with OPS team to bring scooters/bikes and safety equipment to the public school or community space in a safe and controlled space. The event normally lasts about 3 hours and during this period various educational activities can be carried out, including recreation with scooters/bikes.
Recommendations. All events should be monitored by pre-trained promoters to keep children safe during scooter / bike interactions.