As expectations around individual empowerment accelerates, consumers will increasingly look to businesses to shatter unfair barriers. Empower those who at the fringes of society with equal opportunities to participate – in business, media, or other institutions. Careem has taken on female drivers in Pakistan – a country where only 22% of the workforce is female. The Dubai-based taxi app operates in three cities across Pakistan: Lahore, Karachi and Islamabad. From December 2016, passengers (both male and female) may be picked up in taxis driven by women, with Careem aiming to boost female employment opportunities in the country.