Social and cultural norms in emerging markets including Egypt are restricting the extent to which women seek employment in the booming ridesharing industry, according to a report from the International Finance Corporation (pdf). The report finds that apps such as Uber and Lyft hiring women drivers could lead to positive results both economically and in creating a safer environment for women customers. “17% of women riders surveyed identify the lack of women drivers as a reason not to use the Uber app more often, and 40% would prefer a woman driver when traveling alone or at night. Attracting more women drivers could therefore encourage more women to ride, thereby further increasing demand for women drivers, creating a virtuous cycle.”