Toyota, the world's largest carmaker, is using retro-style video games to rally its US workforce behind its corporate goals, including lobbying to relax environmental rules. Through an internal platform called Toyota Policy Drivers, employees can play games like Star Quest, Adventure Quest, and Dragon Quest, earning prizes by engaging with company messaging and contacting federal lawmakers. This strategy has raised concerns about the company's environmental impact and its political influence.
The platform encourages workers to lobby federal representatives, including to demand changes to auto emissions targets. Critics argue that hybrids, which Toyota produces in large quantities, do not deliver the same environmental benefits as fully-electric cars. Toyota has also been accused of using games to reward such lobbying, which has not been previously reported.
The company has a history of lobbying to weaken pollution-cutting measures and has been identified as the top auto industry financier of climate deniers. It has also donated to the inauguration fund of Donald Trump, who calls climate policy a 'scam'. Toyota's political influence is further highlighted by its support for regulations that are predictable and technology-neutral, allowing it to provide safe and affordable vehicles to customers.
Employee mobilization for political advocacy is a trend in US corporations, with many using online platforms to coordinate advocacy nationwide. Toyota's use of games to incentivize lobbying has been criticized as Orwellian, with employees being treated like children and encouraged to undermine important regulations.
The company's political influence and environmental impact have sparked debates about its sustainability and ethical practices.
