Download - Fostering Women Friendly Aviation Businesses
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Fostering Women FriendlyAviation Businesses
Presented by Mireille Goyer
Founder of Women Of Aviation Worldwide Week
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5 Decades OfWomen At Work
WOMEN’S HISTORY
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All pilots (1960-2010)
1960 1970 1980 1990 2000 20100
100,000
200,000
300,000
400,000
500,000
600,000
700,000
ATP (M)ATP (F)Commercial (M)Commercial (F)Not-For-Hire (M)Not-For-Hire (F)
Source: FAA – All pilots except students
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Women pilots (1960-2010)
1960 1970 1980 1990 2000 20100
10,000
20,000
30,000
40,000
50,000
60,000
22,423
13,696
8,175
5,580763
1,9764,473
7,29210,218
13,755
4,218
13,685
26,89625,508 24,798
27,451
9,966
29,472
52,902
40,515
35,60736,808**
Not-For-Hire
Commercial
ATP
ALL (for hire)
ALL (w/o students)
ALL (w/ students)
Source: FAA
** Estimated total
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Women of aviation (1960-2010)
1960 20100.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
0.09%2.17%0.68%
5.17%
0.06%
17.60%
1.37%
26.00%
MechanicsPilots-For-HireDispatchersATC
Source: FAA & U.S. Department of Labor
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Women at work (1960-2010)
1960 20100.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
2.17%
4.30%
9.10%
17.06%
26.00%
15%
31.80%
38.30%
A/C MechanicsPilots-For-HireAerospace EngineersDispatcherATCPolice OfficersDoctors/SurgeonsLawyers
Source: U.S. Department of Labor
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All students (1960-2010)
1960 1970 1980 1990 2000 2009 20100
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
102,067
180,074
173,827
113,656
82,255
63,830
104,352**
5,748(5.33%)
15,787(8.06%)
26,006(13.1%)
15,007(11.85%)10,809(11.61%)8,450(11.69%) 14,767**
Male
Female
59,638 (est.)
8,027(est.)
Source: FAA
** in 2010, student certificates for pilots less than 40 years old stopped expiring after 24 calendar months
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Success rate (1990-2010)
1990 1994 1998 2002 2006 20100
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,00082,205
66,501
52,121
65,42161,448
54,06453,498(65%)
34,981(53%)
28,368(54%)31,145(48%)
24,909(40%)
18,440(34%)
Student Certificates IssuedNot-For-Hire Certificates Issued**
Source: FAA
** Note: Some of certificates issued may be issued to existing pilots for a different class or category
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Economics of flying (1960-2010)
1960 1970 1980 1990 2000 2010$0
$25,000
$50,000
$75,000
$100,000
$125,000
$150,000
$175,000
$200,000
$225,000
$250,000
$275,000
$39,040
$53,558 $53,973 $49,612 $53,883 $50,221
$93,284
$134,037
$193,464
$210,640 $209,790
$174,900
$19,098 $22,340 $20,300$27,400
$33,048 $29,217
$69,412 $71,601
$95,586
$179,508
$269,500
$3,672 $5,155 $3,660 $3,767 $4,234 $5,800
Income
House
New car
New Cessna 172
40 hours of flight train-ing in 2-seat airplane
AVERAGE
Values in 2010 dollars using DollarTimes.com
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Aviation's Silver Lining
MARKETING TO WOMEN
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Why seek female customers
Control more than half of the wealth
Primary buyer in households
High growth of women earning $100,000 or more (x3 in last 10 years)
Under-targeted market
Loyal customers
Likely to spread the word
Businesses that chose to meet the higher demands of female customers found that, as a result, their male customers’ level of satisfaction increased.
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Women and aviation
Lack of awareness of opportunities
Perception of aviation as • requiring high ability in math and mechanics• a male activity
Fear of isolation
Fear of flying• 20-30% of people are uneasy about flying• 6.5% have a flying phobia
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Self-assessment of ability
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
41.10%47.10%
55.30%47.20%
WomenMen
Participants were told…
Question: “How would you score your ability at this task?”
Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review
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Perception of standards
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
88.90%82.40%
79.30%83.10%
WomenMen
Participants were told…
Question: “How high would you have to score to be convinced yourself that you have a high ability at this task?”
Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review
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Tips to attract more women
Actively target women
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Women Of Aviation Week
Held annually during the week of March 8
Worldwide
Friendly competitions & contests
Open-door events & museums’ special exhibits
Media coverage
Celebrate History. Raise Awareness. Shape The Future.
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WOAW Certified Women Friendly Businesses
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Tips to attract more women
Actively target women
Create inclusive descriptions of a good pilot, good mechanic, good etc.
Publicize average scores and standards
Address all women as viable potential customers
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Tips to improve aviation’s women friendly image
Aviation media featuring active Women Of Aviation
Products available in women sizes and apparel available in women styles
Major aviation publications avoid using “he” as the generic pilot
Celebration of women’s achievements
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She Is Different
HANDLING THE FEMALE CUSTOMER
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The female customer
Researches products and services beforehand
Solicits referrals
Demands politeness
Expects to be kept informed
Prefers plain language communication
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The women-friendly business
Polite and considerate staff
Service with a “can do” attitude
Good and respectful listening skills
Clean and comfortable facilities
List or photo collage of local female pilots
Flexible scheduling
Children play areas
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The female student (as observed by flight instructors)
Lack of confidence
Too hard on herself
Greater fear factor
Lack of aggressiveness
In mixed environment, unlikely to ask questions
Excellent pilot after overcoming personal barriers
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Greatest barriers to women’s success in training
Lack of encouragement
Lack of emotional support
Instructor fit
Inadequate equipment
Assumed as stupid, if not mechanical
Limited spatial skills
Inappropriate syllabus/teaching style
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Greatest benefits for women (as reported by women pilots)
Additional friendships
Increased self confidence
Challenging activity
Freedom/fun
Overcome fear
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Greatest benefits for the aviation industry
Growth of the pilot population
Decrease cost of aviation equipment
Higher enjoyment of activity
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