Despite cycling's positive perception among women, nearly three quarters of women in the UK never use a bike – whereas men are twice as likely to cycle than women. Many women report feeling unsafe cycling in the city because of the lack of appropriate infrastructures, and diffused sexism.

Accounting for nearly three-quarters of the US market, Uber is the undisputed leader in ride-sharing apps. However, amid a series of high-profile scandals, the company’s reputation has been tarnished among Americans. So, how is rival service Lyft appealing to the ethically-minded consumer?

Rideshares to work are now partially covered by benefit schemes for Lyft users in cities across America. Through its partnership with employee benefit companies, the company is softening the friction with city authorities by blending into the public transport ecosystem.

While bike-sharing schemes have taken off in Europe and Asia, they’re struggling to take hold in the US, where fears around safety often dissuade commuters from hopping on two wheels. So, what can bike-share companies do to make their products appear to be a viable alternative to cars?