Innovation

The German technology company Derichebourg and the car-service enterprise Uber are launching "Uber Green" at COP22 in November 2016 in Marrakech. An ecological transportation network might be innovative for many cities, but in this particular situation, we find it almost paradoxical that our country's potential demand for environmentally sensitive products is being shaped by for-profit companies when more often consumers' demand for environmental care is shaping corporate responses.

The partnership will raise awareness among Moroccan citizens to take care of their environment.

Derichebourg will supply the drivers while Uber will provide the vehicles. M. Kamal Sbihi is responsible for purchases, general means and logistics at Derichebourg Morocco. He claimed that urban transportation represents one of the main challenges faced in cities and especially in Marrakech due to car traffic. Sbihi explained that this project seeks to reduce car traffic and facilitate individuals' quality of life by offering them Uber Green during the whole month of November.

Inspiration

Global warming is a very critical environmental issue worldwide. Companies are beginning to make changes in their production and distribution practices, especially when consumers pressure them to do so. But in Morocco, the consumers are not yet demanding environmental responsibility. Instead, they merely comply with whatever laws are enacted.

Uber and Derichebourg decided to proactively get involved in an awareness campaign to inform Moroccans about the consequences of fuel on the environment. Their first initiative is to encourage people to adopt hybrid cars. By encouraging this kind of action, Morocco will be a pioneer in Africa in terms of promoting the culture of pollution-free cars. In addition, this will create a positive image of Morocco at the international level, since Morocco hosts the 2016 COP 22 gathering of environmentalists from all over the world.

Derichebourg's M. Kamal Sbihi proudly explained why Uber approached them about the initiative. "Derichebourg is a service company in the city of Marrakech; it already serves the city in the context of the collection of waste, that's why the choice of this collaboration was evident." For Uber, Sbihi explained, "the choice of Morocco was evident considering that the UN conference about climate change was settled in the country."

Overall impact

The agreement between Derichebourg and Uber allows both companies to become role models in their industry because they are early advocates of shaping consumer preferences towards environmental sensitivity. The initiative will likely enhance both companies' brand image. Derichebourg, in particular, has already adopted the International Organization for Standardization (ISO) 14001 environmental certification, clearly demonstrating their engagement towards environmental protection.

Eventually, the partnership hopes to raise awareness about sustainable development too, positively helping the world we live in. Specifically, Uber Green hopes to help reduce consumption of fuel and carbon emissions in order to reduce pollution and greenhouse gases.

Economically, the partnership itself generates revenues to both companies. Sbihi suggests eventually it will create more job opportunities to prosper Moroccans.

Business benefit

This partnership hopes to generate market demand for hybrid and electric cars, as well as for the concept of ride-sharing. The action also raises awareness of corporate social responsibility in the Moroccan context and will hopefully inspire other companies to "go green" through electric cars and responsible energy use as Derichebourg has done. For Uber, Sbihi explained that the partnership gives that company a chance to promote itself in Morocco since the concept is not yet adopted here.

Social and environmental benefit

The Uber Green partnership benefits both society and environment by hiring drivers and reducing collective fuel emissions. It helps the people of Marrakech as well as people attending COP22 by improving transportation options, while also reducing pollution, encouraging renewable energies, building on eco-friendly materials and recyclable batteries, and enhancing air quality which will have health benefits.

Thus, Derichebourg actualizes its mission by focusing on innovation and positively engaging in the development of its community.

Interview

Kamal Sbihi, Resonsible of Procurements and General means