When I attended The Big Coach Conversation event – which brought together manufacturers, compliance experts and industry leaders to discuss the future of the coach sector – one topic lingered with me long after the final panel wrapped up: diversity in the coach sector, or more accurately, the lack thereof.
According to Women in Bus and Coach (WiBC), more than half of bus customers are women. However, only around 10% of the people who work in the industry are women.
It became clear that while there’s momentum for positive change, a fundamental question still isn’t being asked enough: who is the sector really designed for?
Historically, the coach and wider transport sectors have been shaped through a predominantly male lens, whether consciously or not. From how vehicles are built to the structure of working patterns and policies, many aspects still don’t fully reflect the diversity of people working within the system.
As we talk more and more about passenger experience and workforce retention, inclusion should hold a prominent place on the agenda, both as a core value and a practical design principle.
Designed for one, delivered to many
Take coach seating, for example. Many seats are engineered with an average male build in mind – longer legs, broader shoulders, different posture dynamics and body weight distribution.
It’s subtle, but anyone who’s not built to those specifications, particularly women and smaller-bodied individuals, will notice the discomfort over time, such as poor lumbar support and uncomfortable seatbelt placement. These aren’t just minor irritations; they’re indicators of a design process that excludes a huge portion of the population.
Encouragingly, organisations like WiBC are starting to change that narrative. Their Inclusive Cab Design Roadshow, in partnership with Transport for London and TRL, is helping gather practical feedback from drivers to shape future vehicle design with inclusivity front and centre.
The invisible journey
Another area that deserves more attention is how driving schedules and facilities intersect with women’s menstrual health – an issue rarely acknowledged, let alone accommodated.
Long-haul driving, hours behind the wheel, often with minimal rest stops, can be especially challenging when someone is menstruating. Thanks to positive campaigns like ‘eliminate period poverty’, all major UK bus and coach garages, support offices and manufacturers have been challenged to become period positive workplaces by the end of 2025.
What began as a local effort to provide free sanitary products at key London hubs has now expanded into a nationwide movement, showing that cramping, fatigue and the need for frequent bathroom breaks are human needs, not niche concerns.
Representation beyond the front line
The push for inclusivity isn’t limited to the driver’s seat either. While encouraging more women into frontline roles is vital, promoting diverse leadership is just as important.
Placing emerging female talent in boardroom settings offers invaluable experience and much-needed visibility. By doing so, the coach and bus industry will open up real opportunities for women to shape its future, sending a strong message that leadership in transport shouldn’t look, or think, just one way.
The role of PR in accelerating change
PR has a powerful role to play in driving greater inclusivity. Storytelling and strategic publicity can spotlight initiatives like those led by WiBC, elevate unheard voices within the industry and shape public and policymaker perceptions. Through coverage in trade, national and digital media, PR helps build reputational momentum around organisations making real progress on diversity – turning internal initiatives into sector-wide benchmarks. In the case of the coach sector, this means shining a light on the human stories behind the statistics and amplifying the call for inclusive design as a moral imperative that also delivers competitive advantage.
Why diversity needs a front seat in 2026
So, how do we move forward in the year ahead?
The Big Coach Conversation made it clear that progress is happening and the appetite for change is growing, but inclusion can’t just be an add-on. It has to be woven into the design of policies, operations and culture from the ground up.
Here are a few ideas that stood out to me:
- Rethink design standards: Include more varied body types and genders in testing, to ensure greater comfort and accessibility.
- Implement flexible work structures: Create policies that reflect biological and lifestyle realities, like menstrual health and family responsibilities.
- Empower diverse voices: Whether in hiring, leadership or frontline feedback, make sure a range of perspectives are actively invited and heard.
- Champion continuous learning: Delivering training that addresses unconscious bias and promotes empathy strengthens teams at their core, well beyond any HR obligations.
What’s especially inspiring is seeing this change driven collectively by women and allies across the sector. The future of the transport industry depends on our ability to serve everyone. That future begins by acknowledging the gaps and designing more inclusively. Seat by seat, policy by policy and voice by voice.
