Toyota, recognized as the largest automobile manufacturer globally, has initiated a program called Toyota Policy Drivers, which utilizes retro-style video games to mobilize its U.S. employees in support of corporate objectives, particularly in lobbying for the relaxation of environmental regulations. Through this platform, employees can participate in games such as Star Quest, Adventure Quest, and Dragon Quest, earning rewards for engaging with company messaging and contacting lawmakers using provided talking points.

The company asserts that collective efforts can enhance the narrative surrounding Toyota's contributions to the U.S. economy. Employees from Toyota Motor North America, which employs tens of thousands, are eligible to participate in this program, which encourages them to lobby federal representatives against policies that strengthen auto emissions targets established during the Biden administration. Toyota has criticized these regulations as unrealistic, particularly for hybrid vehicles, which it produces in large quantities. Critics argue that hybrids do not offer the same environmental advantages as fully electric vehicles.

In April, reports indicated that Toyota urged its employees to oppose a California policy that aims to ban the sale of gas-powered vehicles by 2035, claiming that such regulations would increase vehicle prices by limiting the availability of combustion-engine and hybrid models. A company spokesperson stated that consumer choice is the best approach to reducing emissions, labeling the ban as unachievable and unrealistic.

The gamification of lobbying efforts has drawn criticism, with some observers describing it as a troubling approach to influencing policy. Adam Zuckerman, a senior campaigner at Public Citizen, expressed concern over the implications of using games to encourage employees to advocate for policies that may harm environmental health.

Despite its branding as an environmentally conscious company, Toyota's actions have raised questions about its commitment to sustainability. In 2023, Greenpeace reported that Toyota's emissions surpassed those of Australia, highlighting the company's significant role in the climate crisis. Toyota has been identified as a major financial supporter of climate change denial in the political arena and has been ranked among the most obstructive companies regarding climate policy.

The company has made public commitments to reduce emissions and promote sustainable practices, including a pledge to achieve net-zero emissions at its global factories by 2035. However, its lobbying efforts often contradict these commitments, as it has sought to weaken pollution-reduction measures that would impact its hybrid vehicle production.

The trend of corporate employee mobilization for political advocacy has been growing since the late 20th century, with companies increasingly engaging their workforce in lobbying efforts. This practice has been facilitated by the rise of digital platforms that allow for coordinated advocacy, often incentivizing participation through rewards. While Toyota claims that participation in the Policy Drivers program is voluntary, concerns remain regarding the potential pressure employees may feel to engage in lobbying activities, given their dependence on their employer.

The gamified approach to lobbying may obscure the serious implications of climate policy, as noted by critics who argue that climate advocacy should not be trivialized through game mechanics. The Policy Drivers platform, developed by Toyota's government affairs team, continues to evolve, introducing new games annually to maintain employee engagement in lobbying efforts.