“I would definitely say that there is a shift in attitudes, and we are seeing that predominately out of the millennial generation,” said David Baga, Lyft's chief business officer, in a discussion on Bloomberg West about Lyft's focus on corporate travel. “In the next four years they are going to make up over 50% of the workforce, and they just have a different attitude about car ownership — we see an attitudinal shift towards transportation as a service.”