Women in Aviation Initiative
Nudging gender bias
THE CHALLENGE
Challenge
Despite clear benefits of a more gender diverse industry, significant gaps and barriers exist for women in aviation. The Women in the Aviation Industry Initiative aimed to address the gaps through understanding this national challenge through a behavioural and motivational lens.
THE RESULT
The results show a positive increase on key measures including awareness of gender bias and self-efficacy in standing up to gender bias and negative comments for both men and women. This included an average of a 43% increase in positive behaviour change within just 4 weeks.
The strong positive results in a short period of time are promising, especially given the low cost and easy-to-implement nature of the interventions.
THE APPROACH
I and a team from ThinkPlace used behavioural science to provide a psychology and science-based understanding of the barriers that women face in the industry. This was achieved through primary research with industry stakeholders as well as desktop and literature review. Using behavioural science methodology, psychographic profiles were developed, and target behaviours identified. Nudges and interventions were then designed and tested for effectiveness and scalability. The trial was conducted across Australila with various organisations and team compositions.
