Motive, formerly KeepTruckin, is a San Francisco-based software company specializing in fleet management tools, including AI dash cams, telematics, compliance tracking, and safety analytics for transportation industries. Founded by Shoaib Makani, Obaid Khan, and Ryan Johns, it began as a trucking app before expanding to integrated platforms via funding and acquisitions like Vectr. Notably, its emphasis on AI for predictive maintenance has drawn scrutiny over privacy in driver monitoring.

This fleet tech firm signals wokeness with ESG reports on sustainability and governance, DEI through resource groups and diversity partnerships, and LGBTQ support via Pride events and inclusive policies. They've emphasized equitable hiring touching racial representation, who knew tracking trucks could track so many inclusion metrics?

Woke Company Agendas

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Alternative Companies to Motive

Tired of funding the nonsense? Check out alternatives that put products first and politics last. These companies still believe customers matter more than hashtags and virtue signaling.

Alternative Companies to Motive

Tired of funding the nonsense? Check out alternatives that put products first and politics last. These companies still believe customers matter more than hashtags and virtue signaling.

Evidence

Motive Racial Equity Support

Motive supports Base10 Partners' Advancement Initiative aimed at growing HBCU endowments and creating wealth for underrepresented minorities through donations and scholarships. The company views this partnership as part of its commitment to diversity.

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Motive Pride Celebration

Motive's Employee Resource Group MoPride advocates for LGBTQ+ diversity, inclusion, and allyship throughout the year. The company sponsored the Nashville Pride Festival, participated in events, and implemented policies like Gender Transition Guidelines.

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Motive Publishes Impact Report

Motive's 2025 Annual Impact Report highlights its carbon neutrality for 2024 Scope 1 and 2 emissions through high-quality carbon credits and Renewable Energy Certificates, alongside a 50% reduction in these emissions via REC purchases, though the report notes ongoing challenges in accurately measuring and reducing Scope 3 emissions.

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Motive Advances DEI Initiatives

Motive's 2024 Impact Report showcases reductions in accidents and ROI for customers, alongside commitments to DEI through training and resource groups, but notes declines in some diversity metrics. The report emphasizes corporate social responsibility, yet highlights ongoing challenges in Scope 3 emissions measurement.

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Motive Implements DEI Prongs

Motive's DEI system features seven prongs for inclusivity, including training and resource groups, but implementation may vary across locations. The program aims to "uplift employees", by forcing diversity.

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Motive Maintains DEI Rating

Motive has a DEI rating of 4.1 out of 5 from anonymous reviews, indicating above-average satisfaction but room for improvement. The score reflects employee perceptions, potentially masking specific inequities.

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