Gender-Sensitive Communication in the Transport Sector

The transport sector has long been a male-dominated field. Across Europe, only 22% of transport workers are women (EC, 2025). But this figure masks deeper disparities:

• Women are overrepresented in roles like human resources, administration, and cleaning.
• Men dominate technical and operational roles such as drivers, mechanics, and engineers.
• Even in departments with a high proportion of women, leadership positions are often held by men.

This imbalance isn't just a matter of fairness-it affects performance. Research consistently shows that gender-diverse and inclusive teams are more innovative, competent, and successful.Organisations that embrace diversity, ensure fair access to opportunities, and foster a sense of belonging are better positioned to thrive.

Why communication matters

If we aim for a sustainable, inclusive future for all, communication is not optional-it's essential. It plays a pivotal role in:

• Attracting and retaining diverse talent,
• Shaping company culture,
• Enhancing public (and internal) perception and trust.

Communication is more than just exchanging information. It's an interactive, context-driven process where meaning is co-created by at least two individuals. It takes place in a specific context. And crucially, what matters is not what we say, but what others understand.

Language as a mirror of society

We use language every day to exchange information through writing, speech or signs. It is also an integral part of our culture. Language reflects the individual attributes of a person together with the societal norms, roles, identities, values, and biases of his or her community. And we shall not forget that it is influenced by a particular context.

The Oxfam guide reminds us that language may also be instrumental in reinforcing or deconstructing poverty, inequality and suffering. That's why we need to challenge ourselves when communicating messages in order to develop ideas and stories that empower communities and different groups based on respect to all in all circumstances.

According to the Council of Europe, "gender-inclusive language means speaking and writing in a way that does not exclude or discriminate against a particular sex, gender or gender identity, and does not perpetuate sexism or gender stereotypes. This includes better acknowledging those who identify outside of the gender binary."

The previous guides are only two examples of inclusive language in English. However, every language has its own particular issues. Thereby resources have been developed to overcome stereotypes and exclusion.

No matter what communication format you use for the specific audience you target, communication goes beyond words. Non-verbal cues-such as images, colours, gestures, and even videos & music-also carry powerful messages. These forms of "analogue communication" can either reinforce or challenge stereotypes.

⚖️ What is gender-sensitive communication?

Gender-sensitive communication means using language and visuals that treat all genders with equal dignity, respect, and visibility. It includes:

• Avoiding stereotypes (e.g., assuming engineers are men and cleaners are women),
• Being inclusive of non-binary and gender-diverse individuals,
• Challenging norms that trivialise or subordinate any group.

The European Institute for Gender Equality (EIGE) defines three key principles that guide inclusive communication

• Recognise and challenge stereotypes,
• Be inclusive and avoid omission and making others invisible,
• Be respectful-avoid trivialisation and subordination.

Try this quiz developed by EIGE to challenge the biases and stereotypes that we all have!

Visuals and design: more than aesthetic choices

Do not forget that images and design elements can subtly reinforce or disrupt gender norms. Consider the following:

• Representation: Show diversity in roles-don't default to men as drivers or women as assistants. Do not disregard the importance of body language and do challenge stereotypes.
• Group imagery: Including more than one person in visuals can reflect diversity more naturally.
• Colour use: Avoid gendered colour coding (e.g., pink for women, blue for men). Choose palettes that are neutral or inclusive.

In the following images we find great examples that seek inclusion in transport:

Bus drivers:

Bus drivers, EMT, Madrid, Spain. Source: https://www.youtube.com/watch?v=s_ih-y8iznY

Train driver:

Diversity in Jobs and Careers:

Jobs and careers. Source https://karriere.oebb.at/

Sharing caring responsibilities: Escorting trips

✅ Final thoughts

Gender-sensitive communication isn't just about political correctness-it's about building a culture of equity, respect, and belonging. It is an evolving issue that needs to be built based on respect, inclusion and empowerment for all. Every word, image, and gesture contribute to the story we tell about who belongs-and who leads-in the transport sector and beyond, and how we collectively want to move forward.

Want to know more about this topic?

Check out the following reports: