Empowering women in Western Australia's bus industry

Western Australia, and in fact the broader industry, is at a crossroads in the transport sector, facing a shortage of skilled bus drivers amid a growing demand for sustainable solutions. While women represent a significant, untapped resource in addressing this challenge, our industry has been slow to embrace their potential.

Gender diversity isn't just a matter of equity; it's a strategic imperative. Studies consistently show that diverse teams lead to better decision-making, cohesive teams, innovation, and customer satisfaction. In the transport industry, this translates to safer and more inclusive services, crucial for building community trust and engagement.

Despite these benefits, the industry needs to step up its game when it comes to actively attracting and retaining women in transport roles. If we want to make significant strides towards equity and equality in the industry, we urgently need recruitment strategies and more support programs for women.

To thrive, rather than just survive, we must dismantle barriers that prevent women from advancing - from frontline bus drivers to executive leadership - and break down a stagnant industry image to attract new participants. It speaks volumes that no other major bus operation in Western Australia is currently led by a woman, highlighting systemic challenges that must be overcome.

Our current approach is unsustainable and radical structural change is required. A predominantly male workforce coupled with an ageing population not only limits our operational capacity but also undermines our ability to meet evolving community needs. This imbalance results in service disruptions and increased costs—a burden borne by both businesses and commuters alike.

To support the structural change required, Kinetic has taken proactive steps with our "Women Up Front" initiative that upskills participants from a car to bus licence. Launched three years ago to empower women, the program has already attracted over 250 women into our trainee driver program, providing comprehensive training and qualifications essential for a successful career in transport.

Our efforts have seen the percentage of women across Kinetic rise to 18 per cent, while here in Perth we have achieved 25 per cent, surpassing industry averages. This however is just the beginning, and we have a long way to go. We’re aiming for 50 per cent in just six years’ time. Retaining women in the transport sector remains a challenge, with many opting for perceived greener pastures in sectors like mining and logistics. Those that enter the industry often leave, citing a lack of inclusion, support and flexibility.

To effect lasting change, we need collaborative efforts from industry leaders, policymakers, and the broader community. Support for gender diversity initiatives, coupled with cultural shifts within our organisations, will be crucial in creating inclusive workplaces where women can thrive.

Kinetic is committed to driving this change in Western Australia. As a leader in urban, school, and charter bus services across Australia and New Zealand, we're investing in long-term solutions that prioritise gender diversity. Our ongoing recruitment drive for women highlights our dedication to building a more inclusive and sustainable future for our industry.

Western Australia can lead the way and we invite all stakeholders—business leaders, policymakers, and the community—to join us in this endeavour. Together, we can ensure that women not only have a seat at the table but are leading the charge toward a more vibrant and equitable transport sector.

Sarah Ismail is Executive General Manager at Kinetic, overseeing operations in Western Australia, South Australia and the Northern Territory. She is a long-term West Australian, a passionate advocate for gender diversity in transport, and driving force of Kinetic’s Women Up Front initiative.

Further enquiries

Steve Cadzow
Manager - Media & Communications
0428 127 147
steve.cadzow@wearekinetic.com