The Challenge
Women remain underrepresented across the aviation industry – especially in technical roles and leadership. Many experience feelings of isolation, limited career pathways, and exposure to bias or stereotypes.
The Department of Infrastructure’s Women in Aviation Industry Initiative engaged ThinkPlaceX to explore a new approach: could small, low-cost behavioural “nudges” shift attitudes and actions, creating a more inclusive culture?
Our Approach
We applied a behavioural design methodology – combining psychology, data, and lived experience – to create interventions that are simple, practical, and effective.
The project included:
- A literature review and analysis of gender bias in aviation
- 60+ stakeholder interviews and workshops across Australia
- Psychographic profiling to understand different mindsets and motivations
- Identifying five priority behaviours that reduce bias in daily workplace interactions
- Designing 10 behavioural nudges, piloted across four aviation organisations in four states and territories
These interventions were brought together under the campaign “Let’s Fly Fair” – a unifying message that fairness benefits everyone.
The Nudges
The 10 nudges combined visual prompts, games, tools, and conversations to spark awareness and support action. Each can be freely downloaded and adapted for your workplace.
- Toolkit for Women: Practical tips for responding to bias and negative comments
- Speak Up Posters: Five ways to respond constructively to discriminatory comments
- Speak Up Brochure: Phrases and strategies to build confidence
- Unconscious Bias Posters: Juxtaposing stereotypes to prompt reflection and dialogue
- Toolbox Brief: Short discussion guides for managers on gender equity and psychosocial safety
- Commitment Poster: Visible organisational pledge to fairness
- Social Objects (e.g. stubby holder): Everyday items carrying inclusivity messages to spark conversation
- Aviation Card Game (cards and instructions): A gender-twist on Rummy to reduce cognitive load and encourage play
- Aviation Board Game: Snakes & Ladders, reimagined for gender equality journeys
- Pilot Profiles: showcasing diverse role models to humanise technical expertise
The Results
Over four weeks, more than 230 participants trialled the nudges across engineering teams, training providers, and regional operators.
The results were powerful:
- +43% participants reported positive changes in their own behaviour
- +42% observed positive change in colleagues
- +17% avoided making gendered comments that could make someone uncomfortable
- +11% increase in confidence to stand up to inappropriate behaviour
Qualitative feedback confirmed that conversations were happening where silence used to be, and allies felt equipped to respond without confrontation.
“The interventions are great for changing behaviour in a non-confrontational way.” – Trial partner
“It raised awareness among colleagues who didn’t realise the extent of the issue.” – Trial participant
The Impact
The Nudge Trial demonstrates that simple, evidence-based interventions can shift culture quickly, at low cost, and without unintended harm.
By making these nudges publicly available, we invite aviation organisations — and other industries facing similar challenges — to adapt and apply them. When implemented with leadership commitment and organisational ownership, these tools can help foster inclusive, fair workplaces that retain and empower women.
Take Action
Tips for leaders who want to inspire positive change
- Reflect and embrace change – acknowledge gaps as opportunities
- Select context-appropriate nudges – choose the tools that fit your culture
- Leverage executive commitment – embed change into leadership practice
- Rotate and refresh interventions – keep the conversation alive over time
Access the Summary Report here
Good Design Awards
This project with the Department of Infrastructure’s Women in Aviation Industry Initiative saw ThinkPlaceX receive two Good Design award for Design Research and Social Impact. Here is what the awards jury had to say about our work:
“Co-designed with industry partners, the [Women in Aviation Nudge Trial] successfully trialled nudges that created measurable culture change. An outstanding contribution to good design in this category.”
“The Women in Aviation Nudge Trial used advanced behavioural design research to develop and test interventions that address gender inequity in aviation. Combining psychographic profiling, system mapping, COM-B and TDF frameworks, and real-world trials, the project generated novel insights and evidence-based tools that influence behaviour and workplace culture. Well done to the team for this achievement.”
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