Turo: Lady Boss

Turo, a peer-to-peer car sharing marketplace has launched ‘Lady Boss,’ a campaign that celebrates strong women everywhere who are shaking up the status quo. 'Lady Boss' is anchored with new survey data, which dives into questions around women’s empowerment - from if they feel empowered, to what makes them feel empowered, to which famous ‘Lady Boss’ they identify with. The survey also dives deeper into the sectors of automotive and travel - two industries that frequently come with antiquated stereotypes about women.

In a survey of 1,000 women, Turo found that 73% of women feel an emotional connection to their car, whether it’s a brief escape from a long day, a symbol of their hard work and dedication, or the method by which they transport their families. Additionally, when it comes to vehicles, nearly 70% of women know how to manually service their vehicle, with more than half of respondents knowing how to jump start a dead battery, and 32% of women stating that they can drive a stick shift.

Beyond the automotive sector, the survey uncovered additional insights about women’s travel preferences, given that women influence 83% of consumer spending.

The campaign also features the stories of three influential 'Lady Bosses' who have proven that women can dominate any industry, from automotive design, to racing, to Hollywood. One of them featured in the campaign is two-time champion Nascar driver, Julia Landauer, who has proven that gender doesn’t determine your ability and freedom to do the things you love to do. As the first woman to win a Nascar Track Championship at Motor Mile Speedway, Julia exemplifies the importance of women empowerment across all industries.