The IATA Diversity and Inclusion Awards have proven a catalyst for change. “When Christopher Luxon, then CEO at Air New Zealand, pushed for more diversity, his comments ultimately resulted in the launch of IATA’s 25by2025 initiative,” reveals Jane Hoskisson, IATA’s Director, Talent, Learning, Engagement and Diversity.
The nominations for the 2025 awards are now open with a deadline of 6 April. The panel of judges will be chaired by Karen Walker, Editor-in-Chief, Air Transport World and comprise of last year’s winners.
Maturing concept
A lot has happened since the inaugural 2019 award ceremony, and Hoskisson stresses that diversity, equity and inclusion (DE&I) is now a mature concept that all major corporates include in their strategies.
There is good reason to do so. McKinsey analysis suggests that companies with executive teams in the top quartile for gender diversity in 2023 were 18% more likely to achieve financial returns above the regional industry median when compared with the average of the other quartiles.
A raft of empirical data also demonstrates the success of IATA’s 25by2025 initiative, most specifically the rise in the number of women in senior positions from 19%—when the initiative first launched in 2019—to 31% ( 2023 data, based on a survey of IATA 25by2025 signatories). Averaged out across all job types, female employment in aviation has reached 41%.
Hoskisson highlights the great progress in India, especially on the flight deck where women account for 14% of airline pilots in the country, a world-leading stat. The basis for this is not only India’s 20-year focus on recruiting women into science, technology, engineering, and mathematics (STEM) career fields but also a wide range of factors, including improved corporate policies, strong family support, company investments, and state and government subsidy programs.
“India is an example of what can be achieved with the right foundations,” says Hoskisson.
Wider set of principles
A wider set of principles than gender parity is now coming into play and Hoskisson confirms the commitment from the 200-plus IATA 25by2025 signatories has never been stronger. The aim to be truly inclusive will affect every airline as the principle cuts across all demographics. A global airline’s staff at all levels should represent the world they serve, for example.
“We need to be fair and equitable in the way every person is engaged,” Hoskisson notes. “A career in aviation must be accessible to everybody. How do we reach those people that don’t think they can contribute to air transport success?”
As ever, the IATA Diversity and Inclusion Awards will provide the momentum to shine a light on the work people are doing to positively impact on the industry’s future.
The Team Award constantly raises the bar and highlights the exceptional and broad airline DE&I strategies in place. In 2024, British Airways was recognized for its work on the “Inclusion starts with I” initiative as well as achieving 40% female representation in its leadership—well above the collective industry target of 25%, which is an example for other airlines to follow.
The Role Model Award embodies what great leadership looks like and last year’s winner was no exception. Kendra Kincade has worked tirelessly to champion initiatives that empower women and underrepresented groups within Canada to create a more inclusive aviation sector.
The High Flyer Award, meanwhile, stresses grass roots activism, and last year’s winner, Mafunase Ngosa Malenga, Founder and Managing Director, Southern Africa Institute of Aviation Science and Technology, inspires young women to pursue aviation careers, breaking gender barriers and fostering a more inclusive aviation sector in Africa.
What is evident from the alumni of winners is that they have all gone beyond their day job to ensure their efforts have a positive effect on the industry.
“We want applicants to shine a light on their work,” says Hoskisson. “We don’t need a slick presentation. We need them to share their compelling stories that showcase how they are making our industry as diverse as the world the industry serves.
“Grab your phone, take a short video, and share how you are making an impact!”
